Skip to content Skip to footer

The Surprising Power of Online Experiments

Published by: Optimizely

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:

Read More

By submitting this form you agree to Optimizely contacting you with marketing-related emails or by telephone. You may unsubscribe at any time. Optimizely web sites and communications are subject to their Privacy Notice.

By requesting this resource you agree to our terms of use. All data is protected by our Privacy Notice. If you have any further questions please email

digital route logo
Published: March 18, 2023 Lang: ENG
Type: Whitepaper Length: 3 pages

More resources from Optimizely