The Ethical Implications of A/B and Multivariate E-Commerce Optimization Testing

Abstract

A/B and multivariate website optimization may not seem ethically problematic at first blush; however, in this chapter I will consider some of the less obvious elements that have been tested, such as header color, button design, and the style of tabs used for linking to product details. A/B and multivariate testing has shown that these seemingly insignificant changes can increase average order value and decrease abandoned shopping carts, among other results. I will consider these tests through the lens of the major ethical systems of utilitarianism, Kant’s respect for person’s principle, and virtue ethics, using specific case studies and examples of testing results. I conclude that this type of practice is likely ethically problematic in many uses, as understood through all three ethical systems. Along the way I will be careful to demonstrate how the manipulation resulting from A/B and multivariate testing is different and more problematic than that of advertising in general.