I&#x27;m very surprised this is the top comment too, where&#x27;s patio11 and his ridiculously large amount of positive and useful split testing examples when you need him?<p>Anyway, on to your comment:<p>&gt; A much better approach is to install significant instrumentation and actually talk to users about what&#x27;s wrong with your sign up form.<p>I don&#x27;t know what this means. Can you elaborate? What exactly is &quot;significant instrumentation&quot;?<p>&gt; That, or actually build a product that users want instead of chasing after pointless metrics.<p>Pointless metrics? I&#x27;m not sure what metrics you measure but visitor engagement and visitor to trial conversion rates are the lifeblood of a software sales and marketing funnel.<p>When somebody in marketing considers A&#x2F;B testing as a means to increasing trial and paying customer conversions, they&#x27;re operating on the basis that their product already provides value. The A&#x2F;B tests are a means of establishing the best method for communicating that value. Better communication = more trials. More trials = a larger pool of potential customers to convert to paying customers. It&#x27;s pretty basic.<p>&gt; Most of the A&#x2F;B website optimization industry is an elaborate scam<p>What?? Had you said a number of people in marketing could be in danger of blindly relying on their tools (e.g. Optimizely) and not applying common sense or checking the maths I would have wholeheartedly agreed. In my personal experience with the various websites I market, and given the hundreds of split testing examples I&#x27;ve read from people I do not feel are in on the &quot;scam&quot;, I&#x27;ve got to strongly disagree with this point.