A/B testing can definitely make product teams feel like they're making progress but it should not be a team's only strategy.
It's a bit like moving the furniture around the same room.
It's a bit like moving the furniture around the same room.
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.