Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing

Kohavi ran experimentation at Amazon, Microsoft and LinkedIn; Tang and Xu built Google's and LinkedIn's. Between them they have run tens of thousands of experiments, and the book condenses that experience into a practical manual on running A/B tests without fooling yourself. The most useful chapters are the ones on pitfalls — multiple testing, sample ratio mismatch, novelty effects, network interference — precisely the failure modes that product teams discover painfully over years. For product direction this is the most authoritative book on experimentation currently in print. Treat it as reference material: long sections are dense, the indexing is good, and most teams will need different parts at different stages.