Interesting article on ‘alistapart.com’: Design choices can cripple a website. Working on the visualthesaurus.com site, we have come across some of the same conclusions. We have done many A/B split testings and the results were sometimes surprising… As suddle as a change may seem, the impact might be huge. Change the length of a simple headline, move a button and ‘boom’ you raised the conversion rate. It’s a mystery at times!