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How do you incorporate experimentation and A/B testing into growth marketing strategies?

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4 Answers
Growth Marketing Strategy
  1. Nash Haywood
    Nash Haywood

    Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 2y

    Incorporating experimentation and A/B testing into growth marketing strategies is key for driving sustained growth. Without it, marketing results often plateau quickly. Here’s a 6-step process I’ve used in the past to structure a conversion rate optimization program around. Step 1 - Hypothesis Formation In this initial step, pinpoint crucial variables that influence user engagement and construct hypotheses regarding potential changes and their outcomes. Identify Key Variables: Recognize the key ...Read More

    2,130 Views
  2. Joann Guo
    Joann Guo

    Spotify Associate Director, Growth Marketing • 2y

    We implement a quarterly planning cycle to structure our experimentation process effectively. This timeline allows us to conduct experiments that typically span over four weeks or more to ensure statistically significant results. During the planning phase, we prioritize experiments based on their potential impact on our KPI. Simultaneously, we maintain a backlog of additional experiments to revisit when time and resources permit, ensuring a steady stream of optimization opportunities. It's worth ...Read More

    915 Views
  3. Matt Henderson
    Matt Henderson

    Sentry Director of Growth | Formerly JumpCloud • 1mo

    We use an internal tool built on Plausible API. We have it track before/after tests automatically, and use a skill in our website PRs to set up tests for us when we change a page. This allows us to be nimble and not obsess too much over perfect test/controls. if we see directional wins we keep, if we don't we try something new. It predicts revenue impact based on funnel conversion which allows us to quantify testing's impact.

    359 Views
  4. Erika Barbosa
    Erika Barbosa

    Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

    The way I recommend incorporating experimentation and A/B testing into growth marketing is by making it an ingrained part of the strategy. One of the foundations of growth marketing is experimentation. Regardless of your go-to-market motion, industry, or goals, there is an opportunity for experimentation. First and foremost, start with your goals and desired business outcomes. Then, think through the various opportunities for experiments throughout your strategies. You may find that this require ...Read More

    796 Views

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