Context Continuous experimentation (CE) is used by many companies with internet-facing products to improve their business models and software solutions based on user data. Some companies deliberately adopt a systematic experiment-driven approach to software develop- ment while some companies use CE in a more ad-hoc fashion.

Objective The goal of this study is to identify factors for success in CE that explain the variations in the utility and efficacy of CE between different companies.

Method We conducted a multi-case study of 12 companies involved with CE and performed 27 interviews with practitioners at these companies. Based on that empirical data, we then built a theory of factors at play in CE.

Results We introduce a theory of Factors Affecting Continuous Experimentation (FACE). The theory includes three factors, namely 1) processes and infrastructure for CE, 2) the user problem complexity of the product offering, and 3) incentive structures for CE. The theory explains how these factors affect the effectiveness of CE and its ability to achieve problem-solution and product-market fit.

Conclusions Our theory may inspire practitioners to assess an organisation’s potential for adopting CE and to identify factors that pose challenges in gaining value from CE practices. Our results also provide a basis for defining practitioner guidelines and a starting point for further research on how contextual factors affect CE and how these may be mitigated.