Imagine this scenario: A “freemium” dating site with millions of members and a mobile app is offering 15% off on an upgrade to a premium membership. The company identifies two segments of customers it believes are likely to upgrade—very frequent site users and those who report a high income or list a high-paying job on their profile.

The site then deploys two variants of the same marketing push notification to some members of these two segments in order to see which version results in more upgrades:
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