There are many myths in marketing, that marketers would do better forgetting about. Or at least, putting them in the right context.

A/B testing is one such myth. Not because it doesn’t work, it’s a fantastic idea. But the organisations and the marketing teams that can do A/B testing effectively are only a few.

For that, you need a high enough traffic, a high enough budget, a set-up that allows you to track and compare things, and most importantly consistency and patience. And even when you have all of that, more often than not you will get misleading or contradicting results.

Instead of falling in the measurement trap, focus on basics: who is your customer, what they care about, where do they hang out, why should they pick you. This is going to deliver far more solid results than any weak testing you might be wasting your time with.