The ultimate guide to A/B testing | Ronny Kohavi (Airbnb, Microsoft, Amazon)

I'm very clear that I'm a big fan of test everything. Which is any code change that you make. Any feature that you introduce. has to be in some experiment because again I've observed this sort of surprising result that even small bug fixes, even small changes can sometimes have

surprising unexpected impact. And so I don't think it's possible to experiment Too much? You have to allocate sometimes to these high risk, high reward ideas. We're gonna try something.

That's most likely to fail. But if it does win It's gonna be a home run. And you have to be ready. to understand and agree that most will fail. And I've it's amazing how many times I've seen

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