Unfortunately, nobody wants to learn about statistics -- they just want it to work so they can make more money. I just wrote a post about behavioral change and

Unfortunately, nobody wants to learn about statistics -- they just want it to work so they can make more money. I just wrote a post about behavioral change and understanding your users here: http://www.iwillteachyoutoberich.com/blog/why-personal-finance-experts-continue-writing-worthless-advice/ http://www.iwillteachyoutoberich.com/blog/why-personal-finan... That's why sites like Visual Website Optimizer are getting increasingly good. They use plain language to explain when to keep running the tests. Again: It's unrealistic to expect lay users to learn statistics. They don't want to become statistical experts, they usually just want to increase sales. This is where software can help.