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Experimentation Maturity: What It Is, Why It Matters, and How You Can Improve It

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Apr 27, 2022

Experimentation is often looked at as a way to optimize your website and other marketing channels. And while it is absolutely an invaluable approach to improve the user experience and optimize conversion rates, there is so much more to it.

Experimentation, at its core, is a way to optimize your decision making. It is designed to help every function of your organization make better decisions that lead to creating a better experience for your customers and consequently driving more revenue. 

Some organizations are better at the above than others and therefore have built more mature experimentation programs. Experimentation maturity comes down to excelling in the following 4 pillars: 

  1. Strategy & Culture: The high-level activities that influence the growth and support of the experimentation program, such as securing leadership buy-in, fostering cross-functional collaboration, and tying the experimentation strategy to greater business objectives
  2. Process & Governance: The processes (and application of those processes) across the organization to make sure experimentation is run in an optimal way and the growth of the program is supported
  3. People & Skills: The dedicated resources that support experimentation and the specific skills they bring to the table to further the experimentation program and the business
  4. Data & Tools: The tools used and the data collected to provide visibility into the customer’s lifecycle and behavior, and assess top-of-funnel metrics (e.g. sales leads) as well as long-tail metrics (e.g. CLTV, churn) across research and experimentation efforts

Within each pillar, there are various activities your organization might engage in, from securing leadership buy-in to determining the right KPIs to track. To learn how to grow and excel in these areas and improve your experimentation maturity, download our Achieving Experimentation Maturity eBook.