There are very few universal UX principles -- context almost always matters. The idea of universal UX principles is a holdover from the 80s when the field was s

There are very few universal UX principles -- context almost always matters. The idea of universal UX principles is a holdover from the 80s when the field was still dominated by cognitive psychology approaches to HCI. Having said that, UX is intended to help users achieve their goals. A/B testing is generally used to achieve business goals. Those two things are not necessarily always aligned.