S4E2 - How to learn from failures (from losing and winning tests) with Simon Girardin

๐Ÿš€ Exciting Insights from Simon Girardin about learning from failure!๐Ÿš€ ๐Ÿ“Š Takeaways from the conversation with Simon Girardin, CRO Program Manager at Conversion Advocates: 1๏ธโƒฃ Speak Stakeholder Language: Report results in terms of uplifts, decreases, and revenue. Ensure clarity for stakeholders who may not be as versed in the technical aspects. 2๏ธโƒฃ Learning from Tests: Emphasize the importance of learning from every test. Capture value by reviewing data, segmenting results, and analyzing user behavior through session recordings and heatmaps. 3๏ธโƒฃ Strategic Iteration: When faced with a winning result in a specific segment, be cautious about immediate implementation. Consider the long-term impact on the user experience and potential tech debt. Iteration should be intentional and aligned with overall business goals. ๐Ÿ”— Follow Simon Gerarden on LinkedIn for more insightful content on strategic testing and experimentation. ๐ŸŒ Connect with Tracy Lano and Experiment Nation for more interviews and discussions with top conversion rate optimizers. Chapters 00:00 Introduction and Welcome 00:23 Understanding the Importance of Learning from Past Experiments 00:56 The Role of Stakeholders in Experimentation 01:29 The Importance of Testing Strategically 02:34 The Process of Iterative Testing 04:34 The Importance of Segmentation in Testing 05:39 Interpreting Test Data 06:58 The Value of Inconclusive or Losing Tests 07:49 The Challenge of Iterating on a Test 09:32 The Importance of Prioritizing Hypotheses 11:40 The Process of Reviewing Test Results 15:00 The Role of Metrics in Testing 18:02 The Challenge of Implementing Test Wins 25:51 Conclusion and Final Thoughts #ConversionOptimization #Experimentation #CRO #MarketingInsights

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