Your program will likely run multiple tests, and your hypothesis will likely win in some experiments and lose in others. That’s ok. However, to calculate the total value of your A/B testing program, you need to take it all into account.
To do so, you’ll need to complete the above steps for every step you run, winners and losers. You’ll then take that total and subtract the operational cost of running said program. We typically estimate approximately $10K to run a program. Although it will vary depending on factors like staffing, overhead, time period, it can be used as a general benchmark if you don’t already know your own internal operational cost.