Google tests black links in search results

Google search can greatly change its appearance. This will happen if the results of A / B testing that is going right now prove successful. Since May 8, Google is conducting an experiment , replacing for some users the search results from the usual blue links to black ones.

A / B testing assumes that some of the users for the same search queries get results with blue links, and some with black links. Then the effectiveness of the issue is compared, that is, how often users navigate through advertisements and search results.

Such A / B tests of small changes in the design of Google conducts periodically. Sometimes they bring results, sometimes they don’t.
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Perhaps the most famous test was the choice of color for text advertising in Gmail. Then, Google chose from 40 shades of blue. In 2014, the director of the UK-based Google division said that, based on the test results, shades were identified according to which users click the most. “As a result, we found that in a slightly more crimson shade of blue one moves more often than in a slightly greenish shade of blue. Given the size of our business, this brought us an additional $ 200 million in advertising revenue per year. ”

Replacing blue references to black is a much more noticeable change. Some users already express their subjective rejection of the new color range.


But this is a subjective opinion, but A / B testing statistics will give an objective result.