Nobody has a big enough test set to A/B test every combination of elements for a web page, a product feature set, or even a conference presentation. The combinatorics are just unwieldy.
Someone has to have multiple good ideas and the ability to carry them out properly before an A/B test is even valuable. Otherwise you're measuring one uninformed random change against another. A/B confirms whether you've succeeded in improving something. It can't really suggest what to try next.
cestith|3 years ago
Someone has to have multiple good ideas and the ability to carry them out properly before an A/B test is even valuable. Otherwise you're measuring one uninformed random change against another. A/B confirms whether you've succeeded in improving something. It can't really suggest what to try next.