3 Highlights from the Harvard Business Review Issue on Building a Culture of Experimentation

You Need to Be A/B Testing

In short, A/B testing tells you what works and what doesn’t work. Testing can help your teams make strategic, data-driven decisions on how to offer the best digital experience for your customers. Those decisions can lead to results that brands can use to discover areas of opportunity and growth. The Harvard Business Review gave the example of Expedia and how they run thousands of tests a year. The reason for this, Expedia’s CEO, Mark Okerstrom, explains, is “Because of this [running thousands of tests], we don’t have to guess what customers want; we have the ability to run the most massive ‘customer surveys’ that exist, again and again, to have them tell us what they want.”

A Culture of Experimentation Is Essential for A/B Testing Success

The best way to maximize the benefits of A/B testing is having a culture of experimentation within the company. “ Building a Culture of Experimentation “ points out that many firms are testing, but they’re only running a couple dozen experiments per year, which yield very little, if not zero, impact on a company’s overall strategic goal. A culture of experimentation means creating an environment where “curiosity is nurtured, data trumps opinion, anyone (not just people in R&D) can conduct or commission a test.”

A Culture of Experimentation Requires the Right Tools

When you have a culture of experimentation, you need a tool that will unify your teams and make testing a cross-functional initiative. To achieve scale, anyone at the company should be able to test anything. Testing should be available to anyone, whether they be on the product team, the marketing team or the engineering team.



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