>We launched our Pay Later Program at the end of December 2021. As we usually do with new features, we A/B tested a few different variants, with the intent of increasing enrollment as much as possible each time.

Another example to add to the annals of A/B horror stories. Sample size too small, test length time too short, extremely relevant KPIs like chargebacks or fraud complaints not included.

A/B the background color of the home page all you want, but A/B testing legal disclaimers is going to be, uh, risky.

And this is a very tired and boring thing to say, but startups are not AAAMM. If you're on a product team at Meta you can do ten A/B tests a week because tens of millions of people are using your product. If you're an early stage startup looking for market fit, a A/B test really will authentically take weeks or months to get enough data. If you're on a short runway I could imagine it would be painful and unpleasant to just sit on your hands the whole time, but otherwise you wander down blind alleys like the above.