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The A/B Test: Inside the Technology That's Changing the Rules of Business | WIRED

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Want to build a perfect website? Forget instincts—trust the data. Forget the designers—trust the audience.

Save this story Save this story Dan Siroker helps companies discover tiny truths, but his story begins with a lie. It was November 2007 and Barack Obama, then a Democratic candidate for president, was at Google's headquarters in Mountain View, California, to speak. Siroker—who today is CEO of the web-testing firm Optimizely , but then was a product manager on Google's browser team—tried to cut the enormous line by sneaking in a back entrance. "I walked up to the security guard and said, 'I have to get to a meeting in there,'" Siroker recalls. There was no meeting, but his bluff got him in. Als

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