Why A/B Tests are a Waste of Your Time

A typical scare headline that the article can't remotely defend.

A quote: "That’s right, they don’t do you any good. Why? Well, picking random tests seldom leads to fantastic results."

The conclusion very clearly doesn't follow from the premise. In the above quote, the words "seldom" and "fantastic" are non sequiturs, since seldom is not equal to never, and most people would be happy with an incremental improvement, not a fantastic one.

Investing in equities seldom leads to fantastic results, but this doesn't dissuade people from the practice. People are seldom fantastically endowed with physical beauty, but this doesn't seem to reduce the popularity of dating.

Nothing to see here, move along.

The article bring up a smart concept -- marketers, don't have tunnel vision and focus too much on A/B testing, you may not be testing the right marketing strategies or business model -- but the headline is utterly ridiculous.