“This is your last chance. After this, there is no turning back. You take the blue pill – the story ends, you wake up in your bed and believe whatever you want to believe. You take the red pill – you stay in Wonderland and I show you how deep the rabbit-hole goes.“-Morpheus, The Matrix
With such a big decision ahead of him, wouldn’t it have been nice if Neo knew which pill would have been best for him? While Neo didn’t have that option, we in marketing do with an optimization strategy called “A/B testing”.