How Booking.com A/B Tests Ten Novenonagintillion Versions of its Site

“If it can be a test, test it. If we can’t test it, we probably don’t do it.”—Stuart Frisby of Booking.com
To succeed with A/B testing, make it part of your company culture. Once you do that, have your culture feed and sustain a well-defined process.
What’s key is the fundamental understanding that A/B testing builds value.