Imagine for a second (or maybe you don’t have to imagine) that you’re the CMO of a new company and you’ve charged your team with the task of coming up with some concepts for your new site design. Your team comes back to you and you choose the best two, but they’re both really good. Both of them work really well with the message you’re trying to get across and neither member of your team is willing to give up on their design. So what do you do? A/B test it of course!