For example, in one early experiment, we changed our entire website, home page, and product registration flow to replace “avatar chat” with “3D instant messaging.” New customers were split automatically between these two versions of the site; half saw one, and half saw the other. We were able to measure the difference in behavior between the two groups. Not only were the people in the experimental group more likely to sign up for the product, they were more likely to become long-term paying customers. We had plenty of failed experiments too. During one period in which we believed that
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