I'm not sure what you mean by this. Many quality studies are A/B tests. A/B just refers to the two IV states you're testing, which you're then observing a DV - sales, engagement, errors, etc.
A/B tests can be double blinded (don't tell the error monitoring people which results are from a trial), and have high number of samples, far beyond even most pharmaceutical trials.
They can also be really crappy, changing too many variables at once, etc. But they are certainly "real science".
EDIT: an example, Drug vs placebo - is an A/B test.
I'm not sure what you mean by this. Many quality studies are A/B tests. A/B just refers to the two IV states you're testing, which you're then observing a DV - sales, engagement, errors, etc.
A/B tests can be double blinded (don't tell the error monitoring people which results are from a trial), and have high number of samples, far beyond even most pharmaceutical trials.
They can also be really crappy, changing too many variables at once, etc. But they are certainly "real science".
EDIT: an example, Drug vs placebo - is an A/B test.