I share the frustration with how many A/B testing driven development processes end up. Leads to a very iterative process with lots of small changes, rather than big bets. Also, trying to get statistical significance from iterative changes when you don’t have a ton of data is problematic.
I think that’s just down to a lot of folks who think ab testing is the answer to every problem not necessarily having a background in maths or stats. I see it all the time in marketing teams where people’s are so conditioned to think of testing as the default that they don’t understand what they’re doing or why.
