The document outlines a discussion on leveraging experimentation as a growth strategy at The Motley Fool, featuring insights from key panelists involved in marketing and optimization. It covers topics such as the importance of understanding customer behavior, responding to test outcomes, and the challenges of scaling experimentation. Additionally, it invites organizations to consider implementing or scaling their own experimentation programs.

1. How to Leverage Experimentation
as a Growth Strategy
A conversation with The Motley Fool

2. Before we get started:
● Presentation slides and recording
will be available to you
● Use the Q&A panel to ask questions
or make comments - these will be
answered during the Q&A segment
at the end of the panel

3. Today’s panelists:
● Leads US Marketing operations and
optimization at The Motley Fool
● Works with Marketing, Tech, Editorial
and Product teams to scale testing
● Prior, Nate drove testing strategy for the
user acquisition team
James Flory
Experimentation Strategist
WiderFunnel
● Experimentation Strategist partnered
with companies like Intercom, Direct
Energy, and Providence Healthcare
● Expertise in behavioral psychology and
personalization
Nate Wallingsford
Head of US Marketing
Operations & Optimization
The Motley Fool

4. Q: How does “experimentation” fit
into your role at The Motley Fool?

5. Q: You described your initial tests as
“good idea tests”—why did you start
looking for an alternative method?

6. Q: How did the first experiment we
ran together differ from these good
idea tests?

9. +7.90%

10. +11.62%
+11.62%

12. Variation A
Variation B
Variation C
Variation D
+0.2%
-3.0%
-18.5%
-12.2%

13. Q: How do you respond to losing tests?
What has been the team and the
organization’s response to this side of
experimentation?

14. Variation B
Variation CVariation D
+23%+19.1%
Variation B

16. Variation A Variation B Variation C
+9.15%+14.45%
+8.88%

17. Q: Many testing teams focus on fixing
usability problems but understanding
your customers is crucial to providing an
ideal customer experience. How should
Optimizers balance the two?

18. The Two Sides of Optimization
The BJ Fogg Model describes behavioural
change as a function of two factors,
motivation and ability.
In optimization, both of these factors
play a pivotal role in developing good
hypotheses either together or apart.

19. -11.2%

21. +0.41%

22. -6.05%

23. Q: What does “experimentation at scale”
mean to you? How are you working to
scale experimentation at The Motley
Fool?

24. Q: How do you transfer and leverage
insights across multiple teams at The
Motley Fool?

25. Q: What does your technology stack for
experimentation look like?

26. Q: What are you most proud of when
you think about the experimentation
program at The Motley Fool?

27. Q: What does the future of
experimentation look like at The Motley
Fool?

28. Q&A

29. Looking to implement or scale an
experimentation program at your organization?
Send us an email to find out if you qualify for our
services!
Email: iwant@widerfunnel.com

30. Thank you!