Building an Effective Experimentation Ecosystem
“The only way to win is to learn faster than anyone else.”
This philosophy by Eric Ries, author of ‘The Lean Startup’, encapsulates the essence of developing an experimentation ecosystem. Although many companies often conflate conversion rate optimization (CRO) and experimentation, in reality, there’s a difference.
In fact, CRO is but a part of the wider spectrum of experimentation.
Let’s journey together through the process of shifting our focus from an experimentation culture—a concept that often lacks the necessary depth and purpose—to developing a thorough system of innovation through experimentation.
Reframing the Concept of Experimentation
The traditional perception of experimentation frames it within the constraints of winning tests and increasing revenue. However, it’s time to change this narrative. Shifting our emphasis towards utilizing experimentation for gathering insights, learning, and enhancing decision-making capabilities can provide us with a broader and more meaningful understanding.
Rather than just being reporters of methods and results, it’s time for us to become advisors to stakeholders. By doing so, we ensure that everyone is aware and involved in driving innovation through experimentation.
The Right People for the Job
An effective experimentation ecosystem is only possible with a diverse team of individuals. Orchestrators and ambassadors play key roles - orchestrators ensure quality and adherence to processes, while ambassadors bridge the gap between technical knowledge and stakeholder engagement.
Importantly, these ambassadors aren’t simply relaying information; they are communicating the significance of experimentation, fostering a cohesive understanding across senior management and other teams.
Staying On Track with Processes and Governance
Establishing clear processes and governance within the system is crucial. Without regimented practices, the results can vary wildly, leaving you without any definitive conclusions.
Develop guardrails for your experiments. These not only ensure quality and consistency but also prevent corners from being cut, promoting full transparency and accuracy in all experiments conducted.
Secure High-Level Support
For an experimentation ecosystem to fully flourish, high-level executive sponsorship is imperative. This proactive involvement from senior management serves dual purposes; not only does it set the right priorities but also fosters a culture of experimentation within the organization.
With a top-down approach, we can achieve organization-wide change and establish a broad scope for experimentation.
As we continue to navigate this ever-evolving digital landscape, we must consider our options in greater depth. CRO and experimentation aren’t the same; while the former is a vital component of the latter, experimentation as a whole includes an array of possibilities.
By embracing the future, we can unlock our potential and utilize experimentation to its fullest extent, driving innovation, learning, and growth.
Take the first step in building your efficient and impactful experimentation ecosystem.