I recently did an A-B test on a web page where one panel showed the product and the premium and the other panel showed a picture of our esteemed chief. The chief won.

Then I duplicated the test for a different product on a very similar page. This product goes to a different market, and this time the product plus the premium won.

It would be nice to say different rules apply to different products and markets, and that’s probably the lesson we should take from this. But sometimes I’m tempted to think that the universe is inherently weird and designed to drive us all crazy.