[sweezyjeezy]

Yes 100% this. If you're comparing two layouts there's no great reason to treat one as a 'treatment' and one as a 'control' as in medicine - the likelihood is they are both equally justified. If you run an experiment and get p=0.93 on a new treatment - are you really going to put money on that result being negative, and not updating the layout?

The reason we have this stuff in medicine is because it is genuinely important, and because a treatment often has bad side-effects, it's worse to give someone a bad treatment than to give them nothing, that's the point of the Hypocratic oath. You don't need this for your dumb B2C app.