> For most e-commerce sites the customers aren't going to stay long enough to notice imperfections in the UI. > What you do need is a dead simple checkout (no s

> For most e-commerce sites the customers aren't going to stay long enough to notice imperfections in the UI. > What you do need is a dead simple checkout (no signup required) These two statements are contradicting each other, because "imperfections" in the UI can in fact greatly affect the perceived simplicity of the checkout process - and optimizing that is a large part of what people want to achieve with A/B testing.