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Amazon's Beautifully Designed and Failed Three vs. Two Column Layout Experiment

Google Has Been A/B Testing Link Colors (Again) and This Light Blue Didn't Pass

Booking.com Just A/B Tested and Leaked This Pulldown Menu UI Change

The Failed Netflix Homepage Redesign Experiment That Nobody Even Noticed

Reverse Engineering Booking.com’s Homepage Optimizations

Reverse Engineering Facebook.com’s Homepage Design Optimizations

What Does a Data Scientist Think of Google Optimize?

GoodUI Datastories

Ideas for Good User Interfaces (conversion & ease of use).