Playbook for B2B marketers

Experimentation

Test and learn faster. Set up an experimentation system that helps you prioritise, track and repeat what works. Keep a backlog and a clear way to decide what to try next.

Experimentation

Introduction

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.

Chapters

Chapter
1

Design your experiment

Avoid vague results by designing experiments with strong hypotheses, clear metrics and a trustworthy control group.

1
Chapter
2

Experimentation backlog

A pile of test ideas won’t help you grow. Prioritise by impact and feasibility to test smart.

2
Chapter
3

Build your first A/B test

Get your first structured test live—from copy or design to data setup and measurement.

3
Chapter
3

Analyse results

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.

3
Chapter
4

Learn from your experiments

Use results to fuel your next round of tests, refine your backlog, and share learnings across teams.

4
Chapter
5

Document learnings

Make every experiment compound by capturing what worked, what didn’t and why — so your team gets smarter each sprint.

5
Chapter
6

Build a scalable experimentation process

Turn CRO into a repeatable, collaborative workflow that consistently improves your funnel.

6
VWO
Tool review

VWO

Experimentation platform with testing, heatmaps and rollout tools, good for structured CRO at B2B scale.

OmniConvert
Tool review

OmniConvert

CRO platform with A B testing, surveys and personalisation, helpful for websites with steady traffic.

Book summary & review

Lean Startup

Eric Ries

A disciplined approach to experiments. Define hypotheses, design MVPs and learn before you scale.

Lean Startup
Book summary & review

Hacking growth

Sean Ellis

A practical framework for experiments and insights. Build loops, run tests and adopt a cadence that ships learning every week.

Hacking growth

Wiki articles

Go to wiki
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Further reading

You’re not growing fast enough and it’s time to fix that.

You’ve hit a ceiling. You need a structured approach that moves the needle without overwhelming your team.