The Tenets of A/B Testing from Duolingo’s Master Growth Hacker [Archive.org URL]

Optimizing a product is always a mix of the grand and the granular. Gina Gotthilf, VP of Growth at language education platform Duolingo, knows that anything you send out to your users — even a dot — yields valuable data. So test it all, internalize every number, and use those results to inform what you do next.

By assiduously testing every notification, app screen and line of copy — Gotthilf’s team alone is always running at least five A/B tests — she has overseen Duolingo’s growth as the company’s exploded from 3 million to 200 million users.

In this exclusive interview, Gotthilf examines the four A/B tests that have been most crucial to that growth. She shares the lessons and cautionary tales she’s gathered from each experiment — and the tenets born from them.

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