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Run A/B tests as a habit, and your product will learn faster

Oct 10
3 min read

Updated: Oct 11

Public-domain art plate: Audubon — Brown-headed Nuthatch, Birds of America (1827-1838)
Brown-headed Nuthatch, a plate from John James Audubon's The Birds of America (1827-1838).

The startups that tested more did not only win more. They also stopped bad ideas sooner.


The study. Rembrand Koning, Sharique Hasan and Aaron Chatterji followed 35,918 tech startups from 2015 to 2018. They used website data to see which firms added A/B testing tools. An A/B test shows 2 versions of a page to random users and compares the results.


The finding. Only 16.75% of the startups used an A/B testing tool. The firms that started to use one got about 8.5% to 11% more weekly page views. They also launched new products at a 9% to 18% higher rate.

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