How the World’s Top Companies Use Experimentation to Outlearn Uncertainty

Leaders at Airbnb wondered whether listings with professional photographs might perform better than those using user-uploaded images. Rather than relying on instinct or anecdote, they ran a controlled experiment: some listings were assigned professional photography, while others retained user-generated photos. The results were striking. Listings with professional photos received more than twice as many bookings and earned hosts over $1,000 more per month. What began as a simple test ultimately...