Can't decide an A/B test? Flip a coin

If you’re stuck between two options in an A/B test, you can fall back on the coin-flip method. Decide which option is heads and which is tails, then flip.

Here’s the trick: while the coin is in the air, you’ll probably notice which outcome you were hoping for more. So the real point isn’t leaving it to chance — it’s surfacing your own leaning.