In recent years, hundreds of the brightest minds of modern civilization have been hard at work not curing cancer. Instead, they have been refining techniques for getting you and I to click on banner ads. It has been working. Both Google and Microsoft are focusing on using more information about visitors to predict what to show them. Strangely, anything better than A/B testing is absent from mainstream tools, including Google Analytics, and Google Website optimizer. I hope to change that by raising awareness about better techniques. With a simple 20-line change to how A/B testing works, that you can implement today, you can always do better than A/B testing -- sometimes, two or three times better. - Trevor F. Smith