It’s a good idea to study successful and unsuccessful businesses. But beware of jumping to conclusions.
There are a lot of reasons a business might fail even if they’re doing everything right.
A/B tests have a big flaw. Real scientific experiments are designed to account for all variables, to be repeatable.
You can’t really do that in a business, so false positives/negatives are always possible.
Economic conditions can change. Deals can fall through for all kinds of reasons. You can just have bad luck.
You can have good luck too, or be unfairly privileged in some way.
The mere fact of a business’s success or failure is not enough information to conclude anything.