> "Users seldom read home page “fluff” and often look for things like testimonials, case studies, pricing levels and staff profiles / company information in search for credibility and trust. One of my upcoming tests will be to combine home page with “about us”, “testimonials”, “case studies” and “packages”. This would give users all they really want on a single page."

Shady tactics aside, this was interesting but could also have been measured by simply tracking his own website.