A/A testing
An article on A/B testing. A/A testing is of course not changing something at all between the variations, but what his experiment showed was already A/B testing providers showing ‘significant’ performance differences between the same page.
Of course that is just plain statistics. If you don’t set a hypothesis and let the numbers speak a change lower than <0.05 (the typical p value) is still quite within reach. Every one out of 20 ‘experiments’ will be a false positive with p-values near 0.05.
But the most important take home message is: instead of trying to come up with variations, you could also have thought about just the best way to put things / make your product better /…
(via Adactio)