How Netflix runs A/B tests across all channels

Netflix has an app for every screen and platform that their international customer base uses. As such, they present the last thing they were watching and where they had left off, making for a seamless experience. Not only that, they have messaging within the app for spur specific actions via their recommendations with full screen takeovers to call out new programming they might be interested in.

Outside of their in-product user experience, they also send relevant cross-channel messages via email and push notifications to re-engage their users to continually discover and explore their extensive back catalog of movies and TV shows.

Why we think these are good A/B tests:

relevant and contextual messaging according to their screen is hugely important in engaging their audiences in a way that feels natural and seamless. Cross-channel experimentation can be hugely beneficial in retention and increasing customer lifetime value of your customers.