Chess.com's A/B Testing Program: Experiments at Scale | The Experimentation Edge | Growthbook Blog
Blog post from GrowthBook
Chess.com, a platform with 10 million daily active users ranging from beginners to FIDE-rated competitors, faces unique challenges in its experimentation program due to the broad skill variance. The company conducted 400 experiments in 2024 and aims for 1,000 in 2025, focusing on designing user-specific experiments rather than simply increasing volume. Nafis Shaikh, Director of Product Management, highlights the importance of segmenting users by skill level to avoid misleading aggregate results and emphasizes a four-dimension framework for measuring metrics: inflows, engagement, retention, and monetization. Chess.com prioritizes understanding user behavior beyond whether a KPI moved, emphasizing narrative-driven insights to capture organizational learning. A notable experiment involved changing the Game Review feature's focus from mistakes to celebrating good moves, resulting in a 25% increase in feature engagement and improved subscription conversions. This approach underscores the importance of framing in user experience, suggesting that consumer-facing products might benefit from highlighting user successes.
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