In this episode, we debate why most companies shouldn't AB test. AB testing has become super popular over the years... Executives often want you to AB test every little thing to try to maximize the impact of all of your marketing efforts.  Devesh explains why for most companies, it doesn't make sense to AB test.  We share that reasoning and then we talk about what you should do instead of AB testing to increase conversions. Devesh shares some funny stories from his time running an AB testing agency. Then Devesh shares how to use a conversion rate calculator. We hope you enjoy this episode!