Oldie (January 2009), but goodie. Obviously… I’m a big advocate for testing and optimization. I don’t get why companies, in this day and age are still basing decisions and changes on someone’s gut-feel, opinion or guess (especially when you have free options available like Google Website Optimizer). That someone may guess wrong and lead your performance to decline instead of improve. So, why are companies gambling with potential success and missing out on improvement opportunities? And, if you’re not optimizing, what is your excuse?