Calling one segment “A” and the other “B” doesn’t make it an A/B test.

You are not a representative sample. You have skin in the game and you know too much.

Your typical user is not a programmer. Don’t force him or her to think like one.

Designers rule at Apple. Programmers rule at Microsoft. One created the iPod. The other created the Zune. UX matters.

If you can’t find the relevant copy on the site, it doesn’t matter how cool the font is.