Evolving A/B Testing: From Challenges to Culture

This chapter explores the journey of a company founded to simplify A/B testing, tracing its evolution from initial challenges to fostering a culture of experimentation. It highlights real-world examples, strategies for effective testing, and the importance of building organizational support for experimentation. Key insights are illustrated through successful implementations, such as Uber's adoption of cash payments, showcasing the impact of thoughtful A/B testing on product development.