Question
Several companies have effectively used A/B testing to improve their products and services. For instance, Google is known for its extensive use of A/B testing in everything from search algorithms to UI changes. Netflix also uses A/B testing to determine which thumbnails and descriptions get more clicks. Booking.com, an online travel agency, uses A/B testing to optimize its website design and improve user experience. Lastly, Etsy, an e-commerce website focused on handmade or vintage items, uses A/B testing to make data-driven decisions about their website.
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When Amazon Game Studios launched a plane-based tower defense mobile game, Air Patriots, in 2012, the development team uses A/B testing to experiment with new ideas. Senior Producer Russell Carroll and Game Development Engineer Julio Gorge opened up about what made them advocates for A/B testing and what the process was like.
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