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

🚀 Exciting Insights from Simon Girardin about learning from failure!🚀 📊 Takeaways from the conversation with Simon Girardin, CRO Program Manager at Conversion Advocates: 1️⃣ 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. 2️⃣ 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. 3️⃣ 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. 🔗 Follow Simon Gerarden on LinkedIn for more insightful content on strategic testing and experimentation. 🌐 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