1. A computer-implemented method for facilitating automatic objective-based feature improvement, the method comprising: receiving, using one or more computing devices, a request to perform an experiment with respect to a computer-implemented entity to identify an improved alternative for each of one or more features of the computer-implemented entity; determining, using the one or more computing devices, an alternative feature range with respect to each of the one or more features, the alternative feature range defining a range of possible alternative features available with respect to the feature; selecting, using the one or more features, one or more alternative features for each of the one or more features, each alternative feature being selected from the alternative feature range of the feature; generating, using the one or more computing devices, a plurality of alternative sets, each alternative set including an alternative feature for at least one of the one or more features; selecting, using the one or more computing devices, a plurality of user groups from a pool of users; assigning, using the one or more computing devices, each user group of the plurality of users groups to one of the plurality of alternative sets, wherein the assigning is based on user characteristics of each user and historical information regarding the interaction of that user with the computer-implemented entity; receiving an indication of user activity of users within each user group with respect to the computer-implemented entity; and analyzing the received activity for each user group to determine an improvement score for the alternative set.