When you Google something, you are served tailored results created using data that the search engine has collated over time. Perform the same search again and you may well be served a different – or differently ordered – set of results. Although your preferences may have evolved infinitesimally in the interim, the disparity could be because Google is running a test and you’re its lab rat. Multiply the number of users, add in a control group – and you’ve instantly created a giant focus group. This process is called A/B testing and Big Tech uses it in many different ways to improve conversion rates and consequently, revenues.
Topics: Agile Software Development