On: Checkout page A/B testing: 3 dead-simple changes i...

[brc]

That's the first thing I thought of. I understand the urgency to try out new things, but testing each individual change would have been more interesting as data. Perhaps the email change was responsible for the bulk of the improvement. Perhaps the visa and security links were - it's going to be hard to say.

[jwatzman → brc]

Perhaps the security links increased conversion by 45% alone but the email one dropped it down to what they saw. No way to know...