How You Can Build an Experimentation Program from Scratch (from the Senior Optimization Manager at The AA)
Get Stuart's framework for building an experimentation process from scratch in this month's newsletter: https://increaseconversionrate.substack.com/
in this episode…
Stuart Clare is the senior manager of digital trading, optimization, and personalization at the AA — one of the UK's most iconic brands. he's spent four years building an experimentation program from scratch, across five different product journeys, with a team of four.
calm under pressure, process-obsessed, and still checking dashboards first thing every morning, just like he did when he was A/B testing email subject lines.
it's about:
→ how to build an experimentation program from nothing — and get leadership to fund it
→ the loss prevention argument that makes any business case impossible to ignore
→ why a 25% win rate is healthy (and why chasing a higher one is actually dangerous)
→ app testing: why it's a completely different beast and what nobody tells you about it
→ the 1 thing that has stayed consistent across every company, every product, every journey
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