Experiment Nation: The Podcast

Black Friday is coming, and the pressure is on. But don’t worry, Ilan Hurwitz has some expert advice to help you navigate the chaos. Here are five key takeaways from his chat with Tracy Laranjo: 1) Start now! Don’t wait until the last minute to get buy-in and start testing. 2) Speak the language of profit. Showcase the ROI of CRO to your stakeholders, focusing on increasing conversions and profits. 3) Don’t be afraid to experiment. Test offers, product placements, and even email campaigns outside of standard website A/B testing. 4) Focus on the customer journey. Don’t just look at your website. Analyze customer service tickets, reviews, and LTV to identify areas for improvement. 5) Think beyond discounting. Explore creative offers like gift with purchase, cross-sells, and subscription incentives to boost sales. Get ready to conquer Black Friday! #BlackFriday #CRO #ecommerce #marketing #experimentation

Lukas Vermeer, an expert in fostering a culture of experimentation, shares insights on cultivating innovation within organizations. He emphasizes that experimentation is a journey requiring time and commitment, not an overnight fix. The importance of cross-functional teams in breaking down silos is highlighted, along with the necessity of leadership buy-in to secure resources and support. Lukas also discusses the vital role of organizational processes in facilitating collaboration and encourages embracing the challenges that come with change.

Iqbal Ali, an experienced web designer, researcher, and comic book writer, speaks about the critical concept of solution bias. He stresses the importance of deep problem identification before jumping to solutions. The conversation dives into leveraging AI for understanding problem landscapes and improving experimentation processes. Ali shares techniques like premortems to anticipate risks, and how iterative AI dialogue can enhance collaboration. He advocates for a thoughtful approach to A/B testing, ensuring solutions truly address user needs while navigating the complexities of product development.

Ruben de Boer, a lead consultant at Online Dialogue and founder of Conversion Ideas, shares his 15 years of expertise in conversion rate optimization. He discusses the critical role of data-driven decision-making and the shift to optimizing organizational processes. Ruben highlights the importance of A/B testing and integrating experimentation insights across teams. He emphasizes fostering a culture of experimentation by aligning colleagues' motivations and encouraging collaboration, ultimately driving innovation and better outcomes.

Tymur Donets, a seasoned Growth PM and experimentation consultant, emphasizes that growth requires a holistic approach. He discusses the importance of aligning product and marketing teams to enhance the customer journey. Tymur highlights the need for commercial awareness and empathy, stressing how CROs can support PMs. He advocates for transparency to foster collaboration and suggests that CROs consider specializing in Growth PM to expand their influence. Expect practical insights on driving growth through effective communication and strategic alignment.

Kelly Wortham dropped some serious knowledge bombs in our recent Experiment Nation chat. Here’s what stood out: - CRO isn’t just for marketers: Lawyers, project managers, even developers can thrive in this field. It’s all about a love of learning and adaptability. - Don’t underestimate the power of mentorship: Kelly has THREE mentors, each focusing on different aspects of her career. Find your own advisors to help you grow! - Certifications are nice, but experience trumps all: While CXL is great, hands-on testing platform experience is the real deal. - UX psychology is CRUCIAL: Understand your users’ motivations and behaviors to create truly effective tests.

Simar, CEO and Founder of OptiPhoenix, shared invaluable insights on A/B testing and CRO at Experiment Nation. Here are 5 key takeaways: Don’t rely solely on macro goals: Micro goals reveal user behavior, driving better testing strategies and informing future hypotheses. Iterative testing trumps scrapping: Learn from failed tests by adjusting hypotheses and running new experiments, boosting your win rate. QA is critical, but often neglected: Invest time in thorough QA, ensuring your test is accurate and integrated correctly. Outsourcing AB test development can be beneficial: Consider outsourcing for faster scale-up, access to expert resources, and reduced development burden. Prioritize experimentation within your workflow: Make A/B testing an integral part of your product development process, leading to better decisions and faster results.

Avishek Basu Mallick, a Senior PM at CheapOair, talks about: - Experimentation at scale: Even with high traffic, rigorous experimentation is crucial. - Idea generation: User research, NPS surveys, and internal stakeholders are valuable sources of experiment ideas. - Communicating progress: Regular updates with leadership build trust and ensure alignment. - Personalization is nuanced: Distinguish between customization, segmentation, and true personalization. - Generative AI’s potential: Explore its use for simplifying the travel planning experience.

Michael St Laurent, a seasoned CRO expert, shared his insights on large-scale testing Here are 5 key takeaways for marketers: Prioritization is key: Large-scale testing requires prioritizing tests based on potential impact and aligning with overall business goals. AI is the future, but humans guide it: Mike emphasizes the power of AI in automating processes and analyzing data, but highlights the importance of human expertise and guidance. Data quality is crucial: AI models rely heavily on the quality of data. Invest in building a robust data infrastructure to ensure accurate results. People are the biggest challenge: Navigating internal politics and managing stakeholder expectations is often the biggest hurdle for large-scale testing. Building a testing culture is a win: The ultimate goal of large-scale testing is to create a data-driven culture that fosters continuous improvement and better user experiences.

Ellie Hughes, a top CRO expert and Experimentor of the Year, shares vital insights for enhancing your experimentation strategies. She emphasizes starting small while remaining curious, focusing on impactful activities rather than mundane tasks. Clear client communication and setting expectations are essential for success. Ellie advocates for embracing iteration and encourages thinking big to maximize impact. Learn how personal frustrations can spark growth and discover the importance of data in understanding customer behavior for effective decision-making.