Digital leaders like the BBC, Farfetch, or HelloFresh didn’t get there by chance. They understand that testing and learning is part of a virtuous circle in creating ever more magnetic user experiences. And it’s all driven by digital experimentation. Now it’s your turn. If you’re at the beginning of your journey of digital transformation, this webinar will show you where to start, then how to accelerate the process as you scale up. If you are at the very beginning of your journey, prepare to master the basics: how to get started, how to scale up once you have the skills in place, and how experimentation offers a clear ROI. What you will learn: - The essential building blocks of digital experimentation. - The six steps of your Experimentation Cycle. - Why you need to share results – and how best to do it.

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Three Stages to
Experimentation
Excellence
Elizabeth Gabster
Martijn Beijk

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Elizabeth Gabster
Lead Value Consultant
Housekeeping: Ask questions in the Q&A widget
We will share the recording and slides
Martijn Beijk
EMEA director of Solutions Engineering

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Customers move fast, you need to move faster
Customers today have sky-high expectations.
Digital transformation is ongoing and organizations need to repeatedly
optimize their customer digital experience using experimentation.
Established brands are under threat from digital dominators:

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Getting experimentation started
E X P E R I M E N T S / Y E A R
Using simple A/B testing.
Time to take action and begin progressing your experimentation strategy.
U N D E R

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Your new ‘business as usual’:
The three steps to get started
Mastering the basics of digital experimentation
How to best share results and successes
The Experimentation Cycle - Six Steps

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Mastering the basics

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Mastering the basics of digital experimentation:
Get your processes in order
Define metrics that matter to your business
Keep your customer at the heart of your program

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Build your first A/B test: How to build a quality test?
Measures single changes on websites against the current setup
Metrics
Start simple, focused on improving the customer experience
Measure what action you want the user to take
(example: clicks on ‘Add to Cart’ button)
Track secondary metrics that may be indirectly affected
(example: increased conversions)

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Now check out the Experimentation Cycle to maintain momentum.
Slowly increase your number of experiments…
...but without sacrificing quality for quantity.

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Mastering the basics of digital experimentation
How to best share results and successes
The Experimentation Cycle - Six Steps

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The Experimentation Cycle

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Step 1: Gather data about customer behaviour and use insights
to ask questions.
Step 2: Formulate a hypothesis based on these insights.
Step 3: Design and implement an experiment based on your
hypothesis. Ideate solutions and decide which variations
of the user experience you will experiment with.
Step 4: Analyze your results to determine if your hypothesis is
confirmed or rejected.
Step 5: Formulate and document conclusions.
Step 6: Use conclusions to create new hypothesis. Repeat.

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Step 1: Gather data about customer behaviour and use insights
to ask questions.
Step 2: Formulate a hypothesis based on these insights.
Step 3: Design and implement an experiment based on your
hypothesis. Ideate solutions and decide which variations
of the user experience you will experiment with.
Step 4: Analyze your results to determine if your hypothesis is
confirmed or rejected.
Step 5: Formulate and document conclusions
Step 6: Use conclusions to create new hypothesis

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Step 1: Gather data about customer behaviour and use insights
to ask questions.
Step 2: Formulate a hypothesis based on these insights.
Step 3: Design and implement an experiment based on your
hypothesis. Ideate solutions based on your hypothesis and
decide which variations of the user experience you will
experiment with.
Step 4: Analyze your results to determine if your hypothesis is
confirmed or rejected.
Step 5: Formulate and document conclusions
Step 6: Use conclusions to create new hypothesis. Repeat.

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Step 1: Gather data about customer behaviour and use insights
to ask questions.
Step 2: Formulate a hypothesis based on these insights.
Step 3: Design and implement an experiment based on your
hypothesis. Ideate solutions and decide which variations
of the user experience you will experiment with.
Step 4: Analyze your results to determine if your hypothesis is
confirmed or rejected.
Step 5: Formulate and document conclusions
Step 6: Use conclusions to create new hypothesis. Repeat.

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Step 1: Gather data about customer behaviour and use insights
to ask questions.
Step 2: Formulate a hypothesis based on these insights.
Step 3: Design and implement an experiment based on your
hypothesis. Ideate solutions based on your hypothesis and
decide which variations of the user experience you will
experiment with.
Step 4: Analyze your results to determine if your hypothesis is
confirmed or rejected.
Step 5: Formulate and document conclusions
Step 6: Use conclusions to create new hypothesis. Repeat.

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Step 1: Gather data about customer behaviour and use insights
to ask questions.
Step 2: Formulate a hypothesis based on these insights.
Step 3: Design and implement an experiment based on your
hypothesis. Ideate solutions based on your hypothesis and
decide which variations of the user experience you will
experiment with.
Step 4: Analyze your results to determine if your hypothesis is
confirmed or rejected.
Step 5: Formulate and document conclusions.
Step 6: Use conclusions to create new hypothesis. Repeat.

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Step 1: Gather data about customer behaviour and use insights
to ask questions.
Step 2: Formulate a hypothesis based on these insights.
Step 3: Design and implement an experiment based on your
hypothesis. Ideate solutions based on your hypothesis and
decide which variations of the user experience you will
experiment with.
Step 4: Analyze your results to determine if your hypothesis is
confirmed or rejected.
Step 5: Formulate and document conclusions
Step 6: Use conclusions to create new hypothesis. Repeat.

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Mastering the basics of digital experimentation
How to best share results and successes
The Experimentation Cycle - Six Steps

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How to best share
results and successes

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Frontline workers have the most customer feedback.
A strong experimentation culture starts with the management
team and key business functions.
Build a network of digital experimentation champions
throughout the business to spread the word.

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Be open to risk and failure…
…they come hand-in-hand with a
culture of experimentation.

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Welcome to being proved wrong.
“No amount of experimentation can ever
prove me right; a single experiment can
prove me wrong.” - Albert Einstein
Don’t shy away. Once you know how to run
quality experiments, start taking risks.

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Digital experimentation summary
Master the basics first.
Share your results and successes.
Then establish the experimentation cycle.

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In the next webinar:
Go from good to great.
Learn the skills and team qualities to look for when
building your future experimentation team.
Make the right choices shedding legacy A/B technology.

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Download the report.
Stay for Q&A.

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You’ve got questions,
we’ve got answers.

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Thank you!