Harvard Business Review: The Surprising Power of Online Experiments

Learn how to get the most out of A/B and other controlled tests.

Data-supported decisions are becoming the norm. Product teams are empowered to do more controlled experiments and test changes they make to their products and features. This data is vital in helping them determine which features have the most impact on their organization’s bottom line. Conversely, data from experiments also help teams avoid product investments that could potentially have a negative impact on the business.

In this paper published by the Harvard Business Review, Ron Kohavi and Stefan Thomke explain important considerations for online experimentation:

  • How to properly design and execute on online experiments.
  • Interpret results and avoid pitfalls.
  • Learn how experiments can guide investment decisions.

Download the full report