How important do you consider A/B testing of your landing page?

For me, making A/B interesting is useful only if you have hundreds/thousands of visitors. Otherwise, the result won't reveal something.
For small numbers of visitors, I like to use heatmap (hotjar....) to see what and how users is reactions.
Reviews are more important than numbers if you have small numbers of visitors.

However, if you are doing media buying for lead generation,forget what I wrote, A/B testing can be done

I've abandoned A/B testing a while back. It's a great approach to optimizing, it really is, but times change and better things show up at your door step. I've made a complete transition to a personalization based approach, with the 5 minutes long implementation of Twik on my website. The basic principle asserts that instead of choosing a winning variant which may leave some of the users non optimally pleased, you could provide them with perfectly tailored content for each, just to maximize engagement and boost conversions. I'm hoping you could find this helpful