The reasons?
Haha very well written. Good find!
Nice comparison
Nice read.
This is a good place to really learn about split-testing results (which the author of the article says no one likes to actually share):
http://whichtestwon.com/
Liane
The ones that do keep it quiet.
LOL so true..
Haha, good article and very true. I do split test often, but I'm guilty of not changing 1 thing at a time, and every time i do it i know it's wrong! I just have too many ideas
I love http://whichtestwon.com/ .. I think i'm pretty savvy when it comes to conversion optimisation but this website always puts me back in my place 
if your changing more then one, you need to some multi variant testing tools and not using the A/B method