/ testing will split people up into people who see the orange buttonand people who see the blue buttonand can then measure the behavior between these two groups and how they might differand make my decision on what color my buttons should be based on that data you can test all sorts of things with an / test these includedesign changesthese can be changes in the color of buttonthe placement of buttonor the layout of the page ui flowsomaybe you're actually changing the way that your purchase pipeline works and how people check out on your websiteand you can actually measure the effect of that algorithmic changeslet' consider the example of doing movie recommendations that we discussed in $ibqufsrecommender systems maybe want to test one algorithm versus another instead of relying on error metrics and my ability to do train testwhat really care about is driving purchases or rentals or whatever it is on this website the / test can let me directly measure the impact of this algorithm on the end result that actually care aboutand not just my ability to predict movies that other people have already seen and anything else you can dream up tooreallyany change that impacts how users interact with your site is worth testing maybe it' evenmaking the website fasteror it could be anything pricing changesthis one gets little bit controversial you knowin theoryyou can experiment with different price points using an / test and see if it actually increases volume to offset for the price difference or whateverbut use that one with caution if customers catch wind that other people are getting better prices than they are for no good reasonthey're not going to be very happy with you keep in minddoing pricing experiments can have negative backlash and you don' want to be in that situation