What he did in that article is more commonly known as an "A/A test" Optimizely actually has a decent article on it: https://help.optimizely.com/hc/en-us/articl

What he did in that article is more commonly known as an "A/A test" Optimizely actually has a decent article on it: https://help.optimizely.com/hc/en-us/articles/200040355-Run-and-interpret-an-A-A-test https://help.optimizely.com/hc/en-us/articles/200040355-Run-...