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Maximising the impact of A/B testing

Author

Listed:
  • Keshavan, Narayan

    (Head of Digital Analytics (Customer Sentiment), Dell Technologies, USA, India)

Abstract

Experimentation is widely used by many organisations to test and validate ideas and hypotheses. While there are many resources that give comprehensive information about experimentation in terms of the tools, infrastructure and set up, this paper focuses on aspects beyond those. It describes the three C’s of experimentation—Culture, Connect and Clarity, that are critical for the success of an experimentation programme. It starts with an overview of the experimentation approach followed at Dell Technologies. It uses examples of actual A/B tests to articulate how these three pillars are essential to maximise the impact of experimentation. Many organisations with significant resources devoted to A/B and multivariate testing might fail to derive the potential benefits due to shortcomings in one or many of these aspects.

Suggested Citation

  • Keshavan, Narayan, 2021. "Maximising the impact of A/B testing," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 9(3), pages 252-260, December.
    • Handle: RePEc:aza:jdsmm0:y:2021:v:9:i:3:p:252-260
    as

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    More about this item

    Keywords

    experimentation; A/B testing; conversion rate optimisation; user experience; user experience insights;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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