The Surprising Power of Online Experiments

Getting the most out of A/B and other controlled tests

By Ron Kohavi and Stefan Thomke

Appeared in Harvard Business Review Sept-Oct 2017 issue: Surprising Power of Online Experiments on HBR

Citation: Kohavi, Ron, and Stefan Thomke. "The Surprising Power of Online Experiments: Getting the Most Out of A/B and Other Controlled Tests." Harvard Business Review 95, no. 5 (September–October 2017): 74–82.

Microsoft employees can get a high-quality PDF version here.  The PDF is much better at showing the HBR's editor in chief and the design director's desire to start every subhead with a large A or B 🙂

Google Scholar points to this PDF.  Buy here; students can by here.

Relevant tweets

• https://twitter.com/HarvardBiz/status/905075026726195205
• https://twitter.com/HarvardBiz/status/903271180265811969 
• https://twitter.com/ronnyk/status/900016848162373632
• https://twitter.com/HarvardBiz/status/900825095966523394
• https://twitter.com/harryshum/status/900735174052167680
• Alex Birkett wrote 7 Key Lessons I’ve Learned Working at CXL
  This point also emphasizes the importance of a process, and the importance of improving our input levers like test velocity. Ronny Kohavi, GM and Distinguished Engineer at Microsoft, and Stefan Thomke, professor at Harvard Business School, just wrote about this in a great article for HBR

Quick link: https://bit.ly/HBR_EXP