Glad to read this. So much so-called A&#x2F;B testing done is of the naive variety he outlines.<p>Much more here: <a href="http:&#x2F;&#x2F;www.exp-platform.com&#x2F;Pages&#x2F;default.aspx" rel="nofollow">http:&#x2F;&#x2F;www.exp-platform.com&#x2F;Pages&#x2F;default.aspx</a><p>disclosure: I worked with ExP a while ago.