Experiment Nation: The Podcast S5E1: Create a Growth & Experimentation Strategy with Paul Randall from Speero
Jul 2, 2025
Paul Randall, Associate Director of Strategy at Speero, brings nearly 20 years of experience in conversion rate optimization and experimentation. He discusses the vital shift from CRO to an experiment-led growth strategy. Topics include building effective experimentation systems, the importance of cultural buy-in, and making informed growth bets. Randall also highlights the significance of blending qualitative and quantitative insights and the rise of EXL meetups, fostering a vibrant community for collaboration and sharing best practices.
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From CRO to Experiment-Led Growth
- Speero shifted from CRO to Experiment-Led Growth to focus on broader systems and culture change, not just site optimization.
- This approach enables multiple teams to utilize experimentation for sustained long-term growth.
Use a System for Experimentation
- Build a centralized experiment repository to classify tests by type, location, and research method.
- Use it to analyze what drives growth and refine experimentation focus away from just test volume.
Order Chaos with Structure
- Use a structured system to organize ideas and tests to bring order to the chaos of multiple inputs.
- Hold planning, readout, and collaboration sessions with different views to maintain control over experimentation processes.