Your A/B testing program will likely include multiple tests, some successful and others not. To calculate the total value of your A/B testing program, you'll need to apply the above steps to all tests, both winners and losers. Add the values together and subtract your operational cost (or use a $10K benchmark) to find the overall value of your A/B testing program.
This comprehensive approach allows you to make informed decisions about your testing program's profitability and determine which tests are generating positive value gains. Regardless of the metric you use to measure success, this method provides an essential framework for evaluating your testing efforts.