A major challenge is that this approach consumes too much time and traffic and is ill-equipped to drive growth in digital experiences. In many instances, this approach results in failures which is why some in this industry have coined “failing is the new winning”. That is simply not a good use of resources and a case of using the wrong approach for the job.
Even if this approach is able to provide answers, by the time answers are generated, they are often no longer relevant. This is why the testing industrial complex has burned through billions of dollars but conversion rates are not budging. Digital leaders are never going to hit growing revenue targets by doing more of the same.