Optimisations Are a Big Deal

When did you get the dence that, hey, there's something here, this is working and we should expand it beyond these initial ab tests? Pray question. I would also say that the only way to even start and know which experiment to even run is a fairly solid analytics platform. You need to know how your customers are behaving to under where you can improve the experience. And then once you actually get that win, and you can show that you can bend the curve of any given k p i, especially if that k p i becomes actually causation through the revenue, the outcome of the bookings that you're hoping to dryve, that's the big aha moment.