The company I work with has been obsessed with conversion for the last 6 or so months. Well they've always been obsessed with it but about 6 months ago they started using AB testing software to test different ideas and executions. I've loved having the ability to validate ideas but I have to say I'm over the dependance and emphasis placed on it. I also don't think AB testing tells a very full picture. I've written a blog post about it and would love to hear thoughts and experiences from the ICDA community.