Experimental Mind: Organising for scaled experimentation

🔎 What I've been reading last week

Lukas Vermeer and Flavio De Souza write about our efforts to make experimentation an integral part of our culture at Vista. The Experimentation Ambassador program plays a very important part in that — and you could be the one leading it.

Deciding to launch a new product feature at Etsy requires teams to rigorously assess whether it will improve the user experience....

Itamar Gilad:

As any good sales rep or marketer will tell you, building high value products is the best thing you can do for your business. High-value products are much easier to market and sell, customers are willing to pay more for them and retain better. High-value products also create strong word-of-mouth and brand loyalty, and keep competitors at bay. Optimizing for high customer value is optimizing for business success. 

An often common belief amongst eCommerce brands that are looking to scale is that investing in traffic acquisition / driving more traffic is a sure-fire way to grow sales. That's not always the case ...

You’ll need to almost double the amount of traffic your website is getting to get the same sales increases from SEO as you would by increasing CVR by one percentage point (from 1.5% to 2.5%) via CRO.

The German konversionsKRAFT selected these 22 Conversion-Expertinnen.

Great blog post by Avinash Kaushik on the power of experimentation, but also it's challenges:

It turns out experimentation, even of the simple landing page variety, is insanely difficult for reasons that have nothing to do with the capacity of tools, or the brilliance of the individual or the team sitting behind the tool (you!). It is everything else: Company. Processes. Ideas. Creatives. Speed. Insights worth testing. Public relations. HiPPOs. Business complexity. Execution. And more.

March 28, the third cohort of the 'accelerating innovation with A/B testing' class starts. Ronny Kohavi will teach you everything he knows about A/B testing in 5 two hour sessions. Subscribe via this link and you will receive a $50 Amazon gift card.

Bhavik Patel makes the case for testing one hypothesis at the time.

🚀 Job opportunities

DUTCH: Wil jij insights voor het snelst groeiende Video on demand Platform van Nederland creëren? RTL is op zoek naar jou.

Or checkout the other 36 open roles in experimentation, CRO and analytics.

📅 Upcoming events

Upcoming events in the next three months:

• 15 March: Conversionboost (Copenhagen)

• 28 March: Accelerating Innovation with A/B Testing (virtual)

• 21 April: Emerce Conversion (Amsterdam)

• 27 April: Experimentation Elite (London)

• 🆕 14 May, MeasureCamp (London)

• 🆕 18-20 May: Measuring Behavior (Krakow)

• 🆕 19 May, MeasureBowling (12+ cities)

• 🆕 21 May, MeasureCamp (Amsterdam)

See the full overview of events to find 15+ other events and conferences for you and your team.

💬 Quote of the week

“The system is lazy. It focuses on the things that are easy to measure. ... One way to move forward is to learn discernment. You can discover overlooked value by measuring things that are difficult to measure." — Seth Godin on easy measurements

☕ Thanks for reading

If you’re enjoying the Experimental Mind newsletter and want to say thank you? Buy me a coffee. Or share this newsletter with a friend or colleague. Have a great week — and keep experimenting.

Kevin