When we saw the results Soocial had got from their latest A/B test, we were astonished! They added just two words next to the Sign up button and the conversions shot up by 28%. If we say the phrase was one of these: “Sign up for Free”, “It’s Free” or “Free Signup”, can you guess which one did the trick?

Which, naturally, brings me to A/B testing. That's what Phil spends most of those thirty years doing. He spends it pursuing a woman, technically, but it's how he does it that is interesting: