Something that is always a problem for me when doing A/B testing was that the C-Suite just reads the landing page of A/B testing tools where it says things like

Something that is always a problem for me when doing A/B testing was that the C-Suite just reads the landing page of A/B testing tools where it says things like "Ridiculously easy A/B Testing" and they assume the tool is gonna do everything for them, including changing the page layout by simply adding some HTML in TagManager. In my career I had the discussion to explain that this is not the case more times than it's appropriate. A/B testing is possibly the most misunderstood tool in our business, and people underestimate even the effort it takes to do it wrong... let alone to do it right.