Disclaimer : I work for an A&#x2F;B testing platform.<p>There is nothing inherently wrong with A&#x2F;B testing, and it&#x27;s basically the only way to verify that anything you do has a positive impact.  What&#x27;s created a hype bubble is articles and platforms saying that minor UI changes, colour of buttons etc. make a real difference to conversion rates.  Good tests based on well thought out hypotheses relevant to your actual customers, can and sometimes do help websites find measurable gains.  It is not a silver bullet, and no matter how careful you are there is always statistical uncertainty, it won&#x27;t always help.