GREAT VS TERRIBLE USES FOR A/B TESTING

Summary from the TLDR Marketing newsletter

A/B tests allow you to measure more accurately at the cost of making projects take longer. A/B testing is a great idea when there is a material amount of risk in making the change or an important change that is tough to detect without testing. It’s a bad idea when you are implementing a clear best practice, fixing something that is broken or unclear, or adding new features that you have clear evidence that users want. To run an effective A/B testing program, you'll need a testing tool, correctly configured analytics, sufficient knowledge of statistics, and the ability to explain results.