The Ultimate Guide to A/B Testing: Lessons from Ronny Kohavi
I recently watched a video titled The Ultimate Guide to A/B Testing | Ronny Kohavi. Kohavi, a seasoned expert on A/B testing, lays out critical lessons surrounding experimentation culture that resonate well with data-driven organizations. Kohavi emphasizes an essential axiom: “Test everything.” Every code change or feature introduced should undergo an experiment because even small tweaks can yield surprising results. For instance, Kohavi cites examples from Bing where a minor change in ad display led to a stunning 12% revenue increase, equating to around $100 million at the time.