{"id":55351,"date":"2020-12-08T15:32:45","date_gmt":"2020-12-08T10:02:45","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=55351"},"modified":"2025-12-12T15:09:35","modified_gmt":"2025-12-12T09:39:35","slug":"how-to-run-25000-a-b-tests","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/how-to-run-25000-a-b-tests\/","title":{"rendered":"How To Run 25,000 A\/B Tests in 2026"},"content":{"rendered":"\n<p class=\"has-background\" style=\"background-color:#f8f3f3\"><em>Hi ?&nbsp;I am&nbsp;<a href=\"https:\/\/twitter.com\/paraschopra\/\">Paras Chopra<\/a>, founder &amp; chairman of&nbsp;<a href=\"https:\/\/vwo.com\/\">VWO<\/a>. This is the 6th installment of my fortnightly series outlining&nbsp;<a href=\"https:\/\/vwo.com\/blog\/letters-from-the-founder\/\">a new idea or a story&nbsp;<\/a>on experimentation and growth<\/em>. Hope you enjoy reading it!<\/p>\n\n\n\n<p>There&#8217;s a company that has grown twice as fast as S&amp;P 500. Beating the market consistently for more than 10 years proves that what they&#8217;re doing isn&#8217;t a fluke.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"322\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/12\/unnamed-3.png\" alt=\"growth of booking.com versus S&amp;P 500 \" class=\"wp-image-55376\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/12\/unnamed-3.png 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/12\/unnamed-3.png?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/figure>\n<\/div>\n\n\n<p>This company \u2013 whose stock price is shown as the blue curve in the graph above \u2013 must be having a secret sauce for growth.&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/ab-testing\/#guide-download\"><span style=\"text-decoration: underline\"><strong>Download Free: A\/B Testing Guide<\/strong><\/span><\/a><\/em><\/p>\n\n\n\n<p>What is it?<\/p>\n\n\n\n<p>Well, the company in question is Booking.com, and they are known for their <a href=\"https:\/\/vwo.com\/blog\/build-a-culture-of-experimentation\/\">culture of experimentation<\/a>. They collectively run more than 25,000 A\/B tests annually \u2013 which means they\u2019re launching ~70 tests every single day. Sounds crazy, but according to their leadership, this <a href=\"https:\/\/vwo.com\/ab-testing\/\">A\/B testing<\/a> craziness is one of the critical ingredients in their growth.<\/p>\n\n\n\n<p>To see how this culture of <a href=\"https:\/\/vwo.com\/tools\/cro-experimentation-checklist\/\">experimentation<\/a> has played a role in their growth, look at their hotel listings page.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"419\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/12\/unnamed-1-1.png\" alt=\"hotel listings page on boooking.com\" class=\"wp-image-55373\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/12\/unnamed-1-1.png 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/12\/unnamed-1-1.png?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption class=\"wp-element-caption\">Image Source: Booking.com<\/figcaption><\/figure>\n<\/div>\n\n\n<p>Everything highlighted on the listing page is there either because an A\/B test found it made an impact on their business or is currently getting A\/B tested. More importantly, everything that you don\u2019t find on the page is not there because an A\/B test proved that it actually hurt their business or made no difference.<\/p>\n\n\n\n<p>To learn more about how Booking.com scaled its testing program to 25,000 tests a year, you can check these two resources:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/hbr.org\/2020\/03\/building-a-culture-of-experimentation\" target=\"_blank\" rel=\"noreferrer noopener\">Harvard Business Review\u2019s cover story<\/a> on building a culture of experimentation<\/li>\n\n\n\n<li><a href=\"https:\/\/vwo.com\/events\/convex-2019\/sessions\/manage-large-scale-experiments\/\">VWO\u2019s interview with Lukas Vermeer<\/a>, Booking.com\u2019s Director of Experimentation&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>So, <strong>how can you too run 25,000 tests this year?<\/strong><\/p>\n\n\n\n<p>Well, I understand that not every website has traffic levels of Booking.com. But if not 25,000 A\/B tests a year, a site with one-hundredth of Booking.com\u2019s traffic should at least be running one-hundredth the tests \u2013 say 250 tests a year, which is almost 20 tests a month.&nbsp;<\/p>\n\n\n\n<p>Do you run 20 A\/B tests a month? What about 10 per month?<\/p>\n\n\n\n<p>Unless you\u2019re an agency or an outlier company, my guess is that the answer would be no.<\/p>\n\n\n\n<p>I see many businesses running occasional A\/B tests, and if they have a program, they&#8217;d be perhaps launching 2-3 A\/B tests a month. That\u2019s about it. Finding exceptional cultures where experimentation is taken seriously is a rarity. But why?<\/p>\n\n\n\n<p><strong>I think the answer boils down to whether there\u2019s a commitment from the leadership<\/strong>. Experimentation is hard. Coming up with ideas, setting up tests, investing in infrastructure, getting variants designed and coded, performing quality checks, and interpreting results take real effort. Combine this with the emotional cost of most experiments not working out. No wonder so many organizations just give up on it too soon.<\/p>\n\n\n\n<p class=\"has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/ab-testing\/#guide-download\"><span style=\"text-decoration: underline\"><strong>Download Free: A\/B Testing Guide<\/strong><\/span><\/a><\/em><\/p>\n\n\n\n<p>But giving up on experimentation is giving up on a high-leverage activity that can trigger business growth. This is because an increased conversion rate is only the most direct benefit of experimentation. A full commitment to experimentation transforms the entire culture:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>People in the org start trusting data more.&nbsp;<\/li>\n\n\n\n<li>A higher percentage of decisions start getting questioned on whether they\u2019re someone\u2019s pet projects or actual business-needle moving.&nbsp;<\/li>\n\n\n\n<li>You end up having fewer failed launches.&nbsp;<\/li>\n\n\n\n<li>And, the best part, the organization gets exposed to deliberate serendipity. Even if an A\/B test didn\u2019t win in the traditional sense, most A\/B tests end up increasing the amount of insight the org has about customers and markets.<\/li>\n<\/ul>\n\n\n\n<p>Leaders at <a href=\"https:\/\/vwo.com\/blog\/cro-best-practices-booking\/\">Booking.com understand how easy it is to give up on experimentation<\/a>, and that is why they\u2019ve done things like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Enabling everyone in the org to launch an A\/B test without gatekeepers.<\/li>\n\n\n\n<li>Having processes in place that ensure that no changes are made to any page until they\u2019re A\/B tested.<\/li>\n\n\n\n<li>Make experimentation evangelizing team report into the company&#8217;s leadership.<\/li>\n<\/ul>\n\n\n\n<p>A culture that prioritizes understanding customers better than competitors is the real benefit that experiments create. The actual conversion rate increase is simply a nice cherry on top.<\/p>\n\n\n\n<p>So, let me ask again: what would it take for your organization to launch more A\/B tests in 2026 than it did in 2025? <strong>What\u2019s preventing your organization from adopting experimentation as a central part of your growth strategy?<\/strong> Send me a note at paras@vwo.com. I read and reply to all emails.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s a company that has grown twice as fast as S&amp;P 500. Beating the market consistently for more than 10 years&#8230;<\/p>\n","protected":false},"author":14,"featured_media":57099,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":4,"footnotes":""},"categories":[10185],"tags":[],"feature":[10540],"industry-type":[],"product":[10626],"role":[10632],"region":[],"class_list":["post-55351","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-letters-from-the-founder","feature-a-b-testing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to run 25,000 A\/B tests in 2026 | Letters from the Founder<\/title>\n<meta name=\"description\" content=\"What does it take for any organization to launch more A\/B tests in 2026 than it did in 2025? 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