When creating a website for the first time, it’s common to turn to well-known experts in the field to get their magical solutions or “silver bullets” on how to improve it.  Thanks to the possibilities of A/B testing, I decided to experiment by performing multiple tests on some of their advice. And to my surprise, the results were different from predicted.  I guess the experts weren't wrong, just that testing shows that in the business world, silver bullets don't exist.