The most common place people get stuck in a&#x2F;b testing is proper design of experiments, i.e. absolutely no methodology (i.e. proper blocking) at all. It&#x27;s ridiculous how a&#x2F;b testing is perpetuated to be of paramount importance. A&#x2F;B testing would be one of the last things I would do, if I worked at a small ecommerce company, for example. What lead to the current state is venture-backed companies and &quot;growth hackers&quot; and &quot;conversion optimization experts&quot; selling false promises to people who haven&#x27;t read a marketing textbook in their life.