Right, there had been similar arguments by Rand of SEOMoz and Jason of Smartbear. A/B testing doesn't dictate what you are testing. It is an instrument -- ulti

Right, there had been similar arguments by Rand of SEOMoz and Jason of Smartbear. A/B testing doesn't dictate what you are testing. It is an instrument -- ultimately you have to plan the experiment. A lot of people confuse that testing is just limited to doing red v/s green button color test. But what prevents you to converting your site to flash app and then A/B testing it. What does it have to do with creativity? Though all such articles are good at at least generating awareness about A/B testing.