Microsoft alone runs approximately 100,000 A/B tests each year to continuously optimize products. A famous Gmail experiment, ...

A/B-testing should help you get better results—not waste your budget. But without structure or a clear hypothesis, it often becomes a series of tests of random changes. The key is to focus on the ...

A/B testing can be a great tool for enhancing website functionality, user experience and conversions. However, when done at an enterprise scale, A/B testing poses unique challenges that can ...

In today’s fast-paced digital landscape, where user expectations are constantly evolving and competition is only a click away, building successful products is no longer about guesswork or intuition—it ...

As a startup studio, we’ve worked with our portfolio companies to run thousands of product tests. We’ve learned a tremendous amount in the process and seen the unmistakable advantage that results from ...

Segment your audience to understand nuanced behaviors, and tailor A/B tests accordingly for more accurate insights. Ensure A/B tests run for a sufficient duration to capture meaningful data. Rushing ...