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

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 🙂

The PDF is also available courtesy of Split here or Optimizely here.

The Surprising Power of Online Experiments

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