The course covers the design of online experiments and analysis of A/B testing, and its role in measuring potential effect of various versions of a website or mobile application. The course also demonstrates the processes of implementing whether a new launch of product or website brings a substantial change through counterfactual analysis. The processes span from designing experiments with enough statistical power, characterizing various metrics for evaluation, analysing the results and draw business insights, and ensuring the participants of the experiments are adequately protected.