How to get your entire organization psyched about ... · GOGROUPDIGITAL.COM > 35,000 experiments...
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YOUR GLOBAL BUSINESS GROWTH PARTNER How to get your entire organization psyched about experimentation
Transcript of How to get your entire organization psyched about ... · GOGROUPDIGITAL.COM > 35,000 experiments...
YOUR GLOBAL BUSINESS GROWTH PARTNER
How to get your entire organization psyched about experimentation
>250 Consultants in 20 Countries
assion
GOGROUPDIGITAL.COM
> 35,000
experiments per
year
> 30 Billion
experience
combos live at
once
> 15,000
experiments per
year
7,000-10,000
experiments per
year
Source Source Source Source
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HARNESSING THE EXPERIMENTATION MINDSET
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Source: “The State of
Experimentation 2018”
report from Widerfunnel
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A healthy culture of experimentation is essential.
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HARNESSING THE EXPERIMENTATION MINDSET
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HARNESSING THE EXPERIMENTATION MINDSET
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This year, GO Group partners
across the English-speaking
world surveyed decision-makers
and experimentation
professionals to benchmark a
healthy culture of
experimentation.
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Open communication culture in fast vs. slow growth companies.
Source: “Digital Growth 2019” report from konversionskraft
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Source: “Harnessing the Experimentation Mindset to Drive Growth” 2019 report from Widerfunnel
Knowledge-sharing culture in fast vs. no growth companies.
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Empowerment to take risks without fear in fast vs. slow or no growth companies.
Source: “Harnessing the Experimentation Mindset to Drive Growth” 2019 report from Widerfunnel
Source: “Digital Growth 2019” report from konversionskraft
/No-growth
So how do we do this?
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HARNESSING THE EXPERIMENTATION MINDSET
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Inspire Create awareness of new possibilities
and desire to take action.
EducateTrain by instruction and
supervised practice in a skill.
InformCommunicate knowledge; make something known.
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“The goal really isn’t to build a successful experimentation program;
it’s to build a successful experimentation company.”
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HARNESSING THE EXPERIMENTATION MINDSET
Just getting started.
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Areas of focus:
● Getting executive-level buy-in
● Building momentum with initial experiment wins
● Assembling your core experimentation team
HARNESSING THE EXPERIMENTATION MINDSET
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Executive support for experimentation in fast vs. slow or no growth companies.
Source: “Harnessing the Experimentation Mindset to Drive Growth” 2019 report from Widerfunnel
Source: “Digital Growth 2019” report from konversionskraft
/No-growth
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Experimentation Champion
Executive Champion
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How to generate Executive-level buy-in:
● Prioritize experiments according to executive-level objectives
● Proactively share experiment results and learnings
● Implement functional feedback loops at every level
HARNESSING THE EXPERIMENTATION MINDSET
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Core Team
Executive Champion
Enabling Partner
Testing Lead
UX / UI Designer
Engineer
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The composition of the core team makes the difference.
Source: “Digital Growth 2019” report from konversionskraft
Front End Developer
Psycho-logist
CRO Manager
Product Owner
Quality Assurance
+10%
2x
1.5x 2x
2x
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HARNESSING THE EXPERIMENTATION MINDSET
Once you have assembled a core team...
Ensure your Engineer understands why you’re running experiments
Involve design in the ideation process early to provide their input and protect brand
Educate your executive champion with every status report until they can explain experimentation to their peers.
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+XX% = $$$ estimated additional annual revenue
Verbal explanation
Formal presentation
Educate Inform
Inspire
Educate Inform
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SEO
PPC
Product
Building momentum.
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Enabling Partner
Core Team
Testing Lead
Executive Champion
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Testing Lead
Enabling Partner
Product Team #1
Product Team #2
Product Team #3
Product Team #4
Product Team #5
Product Team #6
Product Team #7
Product Team #8
Executive Champion
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HARNESSING THE EXPERIMENTATION MINDSET
Areas of focus:
● Documentation & protocol
● Knowledge transfer
● Democratization of experimentation
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Source: “Harnessing the Experimentation Mindset to Drive Growth” 2019 report from Widerfunnel
Culture of “ownership” in fast vs. no growth companies.
No-growth
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Documentation — Inform
Workshops— Inspire, Educate
Workshops: Inspire & Educate
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HARNESSING THE EXPERIMENTATION MINDSET
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Testing Lead
Enabling Partner
Product Team #1
Product Team #2
Product Team #3
Product Team #4
Product Team #5
Product Team #6
Product Team #7
Product Team #8
Executive Champion
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What are the key goals & KPIs for your business unit in the next quarter? The next year?
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POSSIBLE WORKSHOP QUESTION
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Are core daily activities closely linked to a primary business KPI?
Source: “Harnessing the Experimentation Mindset to Drive Growth” 2019 report from Widerfunnel
What are the methods you use to understand your customer & how they use your product?
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POSSIBLE WORKSHOP QUESTION
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Single method
How many methods do you use to understand customers?
Four+ methods
/No-growth
Source: “Harnessing the Experimentation Mindset to Drive Growth” 2019 report from Widerfunnel
Source: “Digital Growth 2019” report from konversionskraft
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Source: “Digital Growth 2019” report from konversionskraft
Which methods do you use to understand customers?
Are there learnings from other teams’ experiments that could be relevant to your product?
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POSSIBLE WORKSHOP QUESTION
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Source: “Digital Growth 2019” report from konversionskraft
Do you use insights from previous experiments for generating new ideas?
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Testing Champion
Enabling Partner
Product Team #1
Product Team #2
Product Team #3
Product Team #4
Product Team #5
Product Team #6
Product Team #7
Product Team #8
Executive Sponsor
Documentation: Inform
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HARNESSING THE EXPERIMENTATION MINDSET
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● Identify the information that needs to be communicated
● List the methods of communication (formal and informal) and how they’ll be utilized
● Determine the line of communication—who is communicating with whom
● Has intentional timing
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Inspire Create awareness of new possibilities
and desire to take action.
EducateTrain by instruction and
supervised practice in a skill.
InformCommunicate knowledge; make something known.
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HARNESSING THE EXPERIMENTATION MINDSET
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Key takeaways1. Fast-growth companies have cultures of knowledge-sharing, open communication, and risk
taking
2. Inspire, Educate, Inform: These actions are tools you can use to harness and spread the
experimentation mindset as you scale
3. In early stages, it is critical to get buy-in from your executive team as well as your core team
4. As you expand experimentation, systems like workshops and central documentation can help
you Inspire, Educate, and Inform at scale
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Thank you!
