CITO Research

The Surprising Power of Online Experiments

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

Preview of the article you will be downloading.Data-supported decisions are becoming the norm today, with product teams being empowered to do more controlled experiments and test any 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 online experiments also help teams avoid product investments that could potentially have a negative impact on the business.

In this research paper published by the Harvard Business Review, authors Ron Kohavi and Stefan Thomke explain these 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.

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