How Expedia makes Scratchpad addictive: Electrodes are the new A/B tests
It is well known that Expedia Inc., the online travel titan, does thousands of tests on users of its websites to find out what does, and doesn’t, work.
In so-called “A/B testing,” the company presents users with different versions of a website. Then it compares how users respond.
What’s less known is how Expedia has tapped into the science of electromyography for its work.
A case in point is the Scratchpad app on the Expedia.com branded points of sale worldwide.