[noahkagan]

The two biggest surprises to me so far:

1- About 80% of tests are producing results that don't show increase / decrease

2- Assuming things will work better is completely off. I was convinced my lightbox idea from the article was easier for the user but turned out it was annoying.

One thing is a balance of making things too annoying vs getting features that help us grow. An on going challenge of always trying to do right by our visitors and customers.