And some wider perspective: "Practical Guide to Controlled Experiments on the Web: Listen to Your Customers not to the HiPPO" http://exp-platform.com/hippo.aspx

And some wider perspective: "Practical Guide to Controlled Experiments on the Web: Listen to Your Customers not to the HiPPO" http://exp-platform.com/hippo.aspx http://exp-platform.com/hippo.aspx (downloadable pdf). I know, its from Microsoft. And worth reading.