
Creating a culture of experimentation that celebrates failure and drives performance: An evening with Conversion & Kameleoon
As of 2022, Widerfunnel and Conversion have officially merged under the Conversion name to form the world's premiere experimentation and UX firm.
Hear key insights we gained from program leaders at AT&T, Door Dash, HP and more, which served as the foundation for our industry leading study: Maximum Impact
Reserve my spotWe are very excited about the release of our Ecommerce Performance Report for 2018 in partnership with Econsultancy. The report covers various concepts in-depth ranging from the growth of the ecommerce market to the future of experimentation however, one thing got us talking at HQ – experimentation maturity.
Out of the 400 ecommerce professionals surveyed, 50% stated that they perceived the value of experimentation to be high/very high however, only 14% stated that their business recognised it as a strategic priority. The disparity between value and strategic prioritization got us thinking about the roadblocks to experimentation maturity and how we can overcome them.
Kyle Hearnshaw, Head of Conversion Strategy, Stephen Pavlovich, our CEO and James Gray, Senior Optimisation Manager at Just Eat, led our second independent event where we brought practitioners from the industry together to discuss five key themes around experimentation maturity:
Measuring experimentation
In the past we have seen organizations use the size of the experimentation team, the number of experiments launched or the complexity of experimentation as metrics to measure their experimentation maturity.
At Conversion.com, we believe such metrics should be avoided and that maturity should be measured against quality. This means moving the goalposts so that we are benchmarking against experimentation goals, experimentation strategy and data and technology strategy.
What are you trying to achieve via experimentation?
Setting goals in which to measure the success of experimentation is pivotal for any organization. At Conversion.com, we recommend following three steps to develop robust experimentation goals:
How do you organise and deliver experimentation?
Experimentation strategy often gets forgotten about, as a consequence holistic experimentation can be derailed and the link between business strategy and goals can break.
In order to prevent this disconnection we recommend that you:
How do you measure the impact of experimentation?
Evaluating the impact of experimentation is pivotal in order to determine the success of testing. But what measurements are important?
So, what next?
Identify your organization’s maturity level using our maturity model. Whether you are just getting started or are an advanced team, there are actions you can take to reach the highest levels of maturity.
We thoroughly enjoyed hosting our second independent event. Insightful discussions were had across a variety of organizations and we are proud to have been able to offer advice to assist organizations on progressing towards their own experimentation maturity.
If you’d like to attend future events, keep an eye on our events page.