A/B testing is used all over the web. You likely encounter it dozens if not hundreds of times a day without even noticing it. All the big tech companies do it, using it as a tool to test the performance of ideas and measure them. Google is famous for testing 41 shades of blue for search results. Designers allegedly couldn’t decide which of two shades to use, so they tested 41 in total to see which led to the more users clicking on the results. Facebook tests different experiences within the feed constantly. Amazon even changes around the buy buttons and cart layouts fairly often. You may notice these if you ever log in from a new computer or see a friend using a site that looks subtly different from yours. READ MORE

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