Why this thumbnail keeps changing

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The reason why Youtube thumbnails change is A/B testing. Essentially creators are testing one thumbnail against the other to find the winner, but that test can be repeated repeatedly to optimize through the last consequences.

And this practice extends to newsletters, email subjects, landing pages, websites, and to entire apps.

So I hunted for examples and stories from founders and product managers that could tell me more about what they’ve done and how it has impacted their work.

And I discovered, of course, how we are all essentially guinea pigs of thousands of experiments that are running all across the web, on every single page you visit: experiments ranging from simple color changes to changes that tap into the very core of our psyche.

So in this video, I want to tell you a few of the stories that I discovered, successful A/B tests that companies have run, the platforms they use to run them, and some of the best practices from our own experience doing this ourselves.

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