Google hides the install button for most Play Store results
androidpolice.com
"Google is constantly optimizing and tweaking its apps through various A/B tests, and the latest one for the Play Store has us scratching our heads quite a bit. We’ve noticed that the familiar and handy install button is disappearing for some in the Play Store’s search results, which means that you actually have to tap through to the full app listing to install an app. This behavior isn’t in place for all results and apps, though, making the tweak feel arbitrary and random..."
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The problem with this kind of testing is that they do not ask you whether or not you want to be a part of this particular form of testing, and by default opt you into it.
There's a need for this kind of testing to be uninformed and unbiased. I think better implementation would be to stay consistent and have a longer span of data collection instead of changing it under a week..
Then suggest it. Ask the user if they want to test it.
It's not like the average user, after finding an issue, is gonna go and review it on the Play Store. More often than not, they will just be pissed off that it changes so often.
My grandmother HATES the new Phone Call chip. She liked the bubble, and I agree. And the number of times Google has pushed the update and rolled it back for her and everyone else in my family is extremely annoying.
I like to beta test apps. They don't give a fuck.
And Google has the beta testing opt in feature in the Play Store. It's ALREADY A FEATURE! Why would you not respect your own rules?? Wtf Google?!
The experiment isn't really valid with optgin data, but that doesn't mean there's a need for it. That's entirely contingent on whether the experiment is needed at all, and most of the time these things are about squeezing one last drop of blood out of a dead corpse. And I'd argue that that's not something that's needed.
Few corporations will do that, real purpose is to understand user behaviour and test which flow is the fastest and easiest to understand for users .