Educative Sessions

#105: ”The Failed A/B Test That Saved Millions” with Oliver Palmer | Educative Sessions

April 11, 2022

Get started with Educative! Follow this URL for 10% off:

This is the story of an A/B test which failed miserably. What seemed like a brilliant idea lead to the conversion rate and revenue per visitor fall inexplicably through the floor. In the series of epiphanies which follow, our protagonist happens upon the realisation that his failure actually saved his employer millions of pounds.

Watch the YouTube HERE:

Oliver Palmer ran his first A/B test back in 2008 while contracting at a London law firm. He discovered with a handful of experiments and a few false starts that he was able to halve their cost of acquisition on Google’s most notoriously expensive PPC keyword. 

Since then, in addition to working as an experimentation practitioner, Oliver works as a consultant and coach to help enterprise businesses become more adept at running business experiments at scale. You can learn more at

Visit Educative to start your journey into code ►►

Explore the Edpresso platform and become a contributor! ►►

Don't forget to subscribe to Educative Sessions on YouTube! ►►

Educative ( provides interactive and adaptive courses for software developers. Whether it’s beginning to learn to code, grokking the next interview, or brushing up on frontend coding, data science, or cybersecurity, Educative is changing how developers continue their education. Stay relevant through our pre-configured learning environments that adapt to match a developer’s skill level. Educative provides the best author platform for instructors to create interactive and adaptive content in only a few clicks.
More Videos from Educative Sessions:
Episode 105: "The Failed A/B Test That Saved Millions" with Oliver Palmer | Educative Sessions

Podbean App

Play this podcast on Podbean App