The A/B Test Trap

We’re A/B testing emails, landing pages, and paid social. Why aren’t we getting meaningful results?

Everyone loves to say they’re “data-driven”…

Unfortunately, most SMB marketers don’t have enough data to be data-driven. At least not in the way the big brands do.

According to a recent MarketingProfs/Unbounce survey (Oct 2025), 51% of SMB marketers cite lack of resources, and 49% say they don’t have enough traffic for statistical significance when running A/B tests.

Presented another way, that’s just about half the market chasing insights that math can’t confirm.

So, what happens when:

• Countless “tests” never reach confidence thresholds?

• Endless tweaks to buttons, subject lines, or hero copy occur, and no one’s sure what really works?

When you don’t have scale, you’re not running experiments. You’re gathering insight.

You’re testing direction, not certainty.

Instead of chasing 95% confidence, chase 100% clarity on what you’ll do next.

Every test should lead to a decision, even if (and when) the data isn’t perfect.

At SMB scale, agility beats accuracy.

Learning velocity, not volume, is what compounds efforts and drives your business forward.

Small samples still tell valuable stories. Learn to listen differently.