A/B testing is rapidly establishing itself as a core tool in product development. In this talk, we will start with a recap of standard A/B testing, including best practices. We'll also explore cutting-edge, less-familiar but powerful methodologies which address well-known limitations of standard A/B Testing. These include Sequential Testing, Multi-Armed Bandits, Switchback Experiments, Stratified Sampling, Heterogeneous Effects Detection and Experimental meta-analysis. Designed for data professionals and product builders, this presentation aims to inspire the embrace of innovative approaches and provide insights into the frontiers of experimentation.