Is A/B testing worth the investment?
Yes, A/B testing, done properly, requires a reasonable investment, but the ROI is high, irrespective of the results. You either gain a great deal more confidence that you are on the right track with your product idea or development, or you find out that you need to cut your losses and recalibrate. It’s not a trade off in that both outcomes are highly valuable and well worth the investment in the testing programme.
It’s also very often the case that you will be surprised by the outcome. Better to be surprised that your idea has not gained traction with your audience at an early stage, rather than to be surprised later on, with a warehouse full of your manufactured ideas gathering metaphorical dust because you didn’t take the time to find out if your version is what people really want.
