Maximising the impact of A/B testing

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

Journal of Digital & Social Media Marketing, 2021, vol. 9, issue 3, 252-260

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.

Keywords: experimentation; A/B testing; conversion rate optimisation; user experience; user experience insights (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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