The Surprising Power of Online Experiments
In the fast-moving digital world, even experts have a hard time assessing new ideas. Case in point: At Bing a small headline change an employee proposed was deemed a low priority and shelved until one engineer decided to do a quick online controlled experiment—an A/B test—to try it out. The test showed that the change increased revenue by an astonishing 12%.
That experience illustrates why it's critical to adopt an 'experiment with everything' approach, say Ron Kohavi, the head of the Analysis and Experimentation team at Microsoft, and Stefan Thomke, an HBS professor.
In this article they describe:
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