“We have a tendency to look at A/B testing as function,” Priceline.com’s chief product officer John Caine said at GrowthBeat Monday. “A/B is actually a discipline; everything is an A/B test.” A/B testing refers to an Internet company testing different variants of a piece of web or app content to discover which is most effective or likely to get clicked. Things get built at Priceline.com by small, autonomous groups that are not guided by HiPPO (the Highest Paid Person’s Opinion), Caine pointed out. These workgroups at Priceline.com perform thousands and thousands of A/B tests each year to find out which messages work with which user types on which devices. Get the full story at VentureBeat