Online Experiments: Lessons Learned. - Ron Kohavi; Roger Longbotham (Computer, 2007)

Seven pitfalls to avoid when running controlled experiments on the web. - Thomas Crook; Brian Frasca; Ron Kohavi; Roger Longbotham (KDD, 2009)

Controlled experiments on the web: survey and practical guide. - Ron Kohavi; Roger Longbotham; Dan Sommerfield; Randal M. Henne (Data Min. Knowl. Discov., 2009)

Online Experiments: Practical Lessons. - Ron Kohavi; Roger Longbotham; Toby Walker (Computer, 2010)

Unexpected results in online controlled experiments. - Ron Kohavi; Roger Longbotham (SIGKDD Explor., 2010)

Trustworthy online controlled experiments: five puzzling outcomes explained. - Ron Kohavi; Alex Deng; Brian Frasca; Roger Longbotham; Toby Walker; Ya Xu (KDD, 2012)

Seven rules of thumb for web site experimenters. - Ron Kohavi; Alex Deng; Roger Longbotham; Ya Xu (KDD, 2014)

Online Controlled Experiments and A/B Testing. - Ron Kohavi; Roger Longbotham (Encyclopedia of Machine Learning and Data Mining, 2017)