Document experiment learnings. Communicate outcomes clearly. Build institutional knowledge so the whole organisation benefits from tests.
Experiments only compound if learnings spread. When results stay siloed in one person's head, the organisation runs duplicate tests, repeats failures, and misses patterns. Sharing creates institutional memory. This chapter shows you how to document experiments in a way that others can find and use, how to communicate results so non-technical stakeholders understand, and how to build a learning culture where every experiment makes the entire team smarter.
Turn CRO into a repeatable, collaborative workflow that consistently improves your funnel.
Random experiments waste time and budget. A structured framework ensures every test teaches you something, even when it fails. Decide what to test, design experiments properly, analyse results accurately, and share learnings so the whole team gets smarter.
See playbook
VWO provides A/B testing, personalisation, and behaviour analytics to optimise website conversion rates through data-driven experimentation.
Hotjar captures user behaviour through heatmaps, session recordings, and feedback polls to understand how visitors use your website.
Microsoft Clarity provides free session recordings, heatmaps, and user behaviour analytics without traffic limits or time restrictions.
Flexible workspace for docs, wikis, and lightweight databases ideal when you need custom systems without heavy project management overhead.
Compare two versions of a page, email, or feature to determine which performs better using statistical methods that isolate the impact of specific changes.
Structure experiments around clear predictions to focus efforts on learning rather than random changes and make results easier to interpret afterward.
Calculate the percentage of visitors who complete desired actions to identify friction points and measure the effectiveness of marketing and product changes.
