Etsy is a website where people can sell handcrafted goods. Etsy uses A/B testing to validate all major new product ideas. In one example, a product owner noticed that searching for a particular type of item on somebody’s storefront comes up with zero results, and wanted to find out if a feature that shows similar items from somebody else’s storefront would increase revenue. To test the hypothesis, the team created a very simple implementation of the feature. They used a configuration file to determine what percentage of users will see the experiment.
