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Test and learn faster. Set up an experimentation system that helps you prioritise, track and repeat what works.
Running experiments is one of the most effective ways to drive growth across your entire funnel. It applies to more than just your website. You can test and learn across email, ads, landing pages, pricing, and even sales messaging.
This playbook gives you a clear process to follow. You’ll learn how to build an experiment backlog, write solid hypotheses, run A/B tests properly, and analyse results with confidence. It’s not about guessing what works. It’s about learning through structured testing.
We’ll also cover how to document what you learn and share results with your team, so you keep improving without repeating work or losing momentum.
If you want your team to move faster and make better decisions, building an experimentation habit is a great place to start. This playbook shows you exactly how to do that.
Avoid vague results by designing experiments with strong hypotheses, clear metrics and a trustworthy control group.
A pile of test ideas won’t help you grow. Prioritise by impact and feasibility to test smart.
Get your first structured test live—from copy or design to data setup and measurement.
Know how to read experiment results like a pro so you don’t overreact to noise or miss a real lift hiding in the data.
Use results to fuel your next round of tests, refine your backlog, and share learnings across teams.
Make every experiment compound by capturing what worked, what didn’t and why — so your team gets smarter each sprint.
Turn CRO into a repeatable, collaborative workflow that consistently improves your funnel.
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