Latest / The Experimentation Edge
Typeform on how to stop running experiments and start earning them
If 80% of A/B tests fail, how do you de-risk decisions that touch pricing, product, and brand? Aleksandra (Aleks) Bass, Chief Product & Technology Officer at Typeform, shares how her team “earns the right to A/B test” with medical-grade rigor—moving from literature reviews and user tests to simulated trials before exposing changes to customers. She details Typeform’s repositioning from “forms” to an AI engagement platform—and the pricing and packaging bet behind it: a 15% drop in new business count offset by a 32% increase in ASP and a 25% lift in annual attach.
Aleks unpacks how Typeform AI…
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