If you’ve ever been asked to A/B test a page with 37 visits, this one’s for you.

In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei dismantle one of the most overhyped practices in B2B marketing: A/B testing. From statistical illusions to traffic volume myths, they walk through why the math just doesn’t work for most small teams — and what to do instead.

This episode cuts through the performative testing mindset and gets to what actually works when you’re trying to move the needle with limited data and limited time.In this episode:

• Why most B2B A/B tests are doomed from the start
• The minimum data you actually need for statistical significance
• What to do instead when you're testing messaging, landing pages, or campaigns
• How to talk about this with stakeholders who are obsessed with “running a test”