A/B testing is not a silver bullet. Optimizing the conversion rate will make a good landing page better, but it won’t fix a product or company that has fundamental problems.

Narrowly focusing on A/B testing will turn your customers into mere data points. Your customers are not conversions that you push down a funnel. They are real people with real problems, and they are looking to your website for a solution.

Don’t sell out your visitors for short-term gain. Putting a giant red “Try it free!” button will increase conversions, but your business won’t be any better off in 12 months. Keep the long game in mind.

The goal of A/B testing isn’t to mislead potential customers into buying something they don’t want, but rather to clarify how you should communicate a product’s benefits and to make sure that customers understand the language you’re using.

As long as you’re confident that the product is great, then just use A/B testing to tweak how you present it to customers. If you know that the product is helpful, then don’t try to manipulate visitors through your funnel. Always put the product first.

Finally, don’t ignore your gut. You can use data to back up your instinct, but rely on your experience in the industry. Don’t become 100% data-driven.