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
Design your experiment
Avoid vague results by designing experiments with strong hypotheses, clear metrics and a trustworthy control group.
Experimentation backlog
A pile of test ideas won’t help you grow. Prioritise by impact and feasibility to test smart.
Build your first A/B test
Get your first structured test live—from copy or design to data setup and measurement.
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.
Learn from your experiments
Use results to fuel your next round of tests, refine your backlog, and share learnings across teams.
Document learnings
Make every experiment compound by capturing what worked, what didn’t and why — so your team gets smarter each sprint.
Build a scalable experimentation process
Turn CRO into a repeatable, collaborative workflow that consistently improves your funnel.
Tools
Go to tools
VWO
Experimentation platform with testing, heatmaps and rollout tools, good for structured CRO at B2B scale.
OmniConvert
CRO platform with A B testing, surveys and personalisation, helpful for websites with steady traffic.
Notion
All in one workspace for docs, wikis and lightweight databases, ideal for playbooks and knowledge.
Books
Go to books
Lean Startup
Eric Ries
A disciplined approach to experiments. Define hypotheses, design MVPs and learn before you scale.
Hacking growth
Sean Ellis
A practical framework for experiments and insights. Build loops, run tests and adopt a cadence that ships learning every week.
Wiki articles
Go to wikiFurther reading
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