When Facebook and OKCupid recently admitted they had been tinkering with headlines and content to see how users reacted, many consumers were outraged — but the business community just shrugged. What the companies were doing was simply a form of multivariate testing — albeit in the case of OKCupid, it was particularly aggressive. The practice itself has been around for years and is considered de rigueur among email marketers. However, it’s only recently that companies have begun to realize the importance of such testing for their mobile apps.
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The Many Faces of Multivariate Testing
Posted by: Erika Morphy August 14, 2014 06:02 PMWhen Facebook and OKCupid recently admitted they had been tinkering with headlines and content to see how users reacted, many consumers were outraged — but the business community just shrugged. What the companies were doing was simply a form of multivariate testing — albeit in the case of OKCupid, it was particularly aggressive. The practice itself has been around for years and is considered de rigueur among email marketers. However, it’s only recently that companies have begun to realize the importance of such testing for their mobile apps.