Experimentation & CRO
CRO and A/B testing: build a useful experiment programme
Build a CRO programme from customer evidence to a trustworthy A/B test. Learn how to choose hypotheses, measure outcomes and make release decisions.
9 min read
Experimentation & CRO
An experiment should help you decide what to change and which assumption to leave behind. Explore research, experiment design and results, including low-traffic situations and guardrail metrics. The +57% conversion improvement for Whirlpool EMEA comes from my work; your own decision starts with your context and evidence.
Start with this guide
Experimentation & CRO
A/B test guardrail metrics: protect the whole journey
Choose A/B test guardrail metrics that protect quality, performance and downstream outcomes. Define thresholds and decisions before launching a test.
8 min read
Experimentation & CRO
Experiment backlog prioritisation: choose better tests
Prioritise your experiment backlog using evidence, traffic and decision value. Build a practical queue that turns observations into useful A/B tests.
8 min read
Experimentation & CRO
Low-traffic A/B testing: choose a question you can answer
Plan low-traffic A/B testing around useful effect sizes, eligible audiences and uncertainty. Learn when to test, research, simplify or defer.
8 min read
Experimentation & CRO
Personalisation tests: measure the value of relevance
Design personalisation tests that compare a clear targeting rule with a useful default. Measure incremental value, guardrails and uncertainty.
8 min read
Experimentation & CRO
Qualitative research for CRO: find the real friction
Use qualitative research for CRO to identify friction and build stronger hypotheses. Plan interviews, task observations and a traceable evidence record.
8 min read
Experimentation & CRO
A/B test significance and peeking: read results properly
Understand A/B test significance, uncertainty and peeking. Learn how fixed-horizon and sequential methods differ before calling an experiment a winner.
9 min read
Experimentation & CRO
E-commerce conversions: assess the +57% result
Read the reported Whirlpool EMEA conversion result with clear evidence boundaries. Use a practical framework to diagnose and improve your own customer journey.
9 min read
Experimentation & CRO
How to write an A/B test hypothesis worth testing
Write an A/B test hypothesis from evidence, audience and expected behaviour. Use a practical worksheet to choose metrics and interpret a negative result.
10 min read