#85 | Categorize your tests and insights with this framework - featuring Edmund Beggs

Actions speak louder than words

Welcome to Experiment Nation’s Newsletter! Every week Rommil Santiago, the founder of Experiment Nation, shares interviews with CRO experts, instructional conference sessions, reports, and events. We hope you find this useful for your Conversion Rate Optimization practice - and if you do, kindly tell a friend!

In this issue

• Lastest Interview: Create a more impactful testing roadmap with this framework - ft. Edmund Beggs
• Throwbacks: Writing copy that converts with Kay del Rosario; Cloudflare’s Scott Olivares: To get personalization right—have good manners and experiment
• Report: Help us with this year’s CRO Salary report!
• Jobs: Experimentation Job Listings of the Week
• Community: Actions speak louder than words and Register for an upcoming Optimizely event
• Shoutouts: The Certified CROs of the week
• Be our guest: Appear on our show!

Create a more impactful testing roadmap with this framework - ft. Edmund Beggs

Documentation. The unsung, yet incredibly important part of any experimentation program. Great documentation allows you to look back at past experiments and find patterns of what were the most effective levers to inform your testing roadmap and levers you probably can deprioritize. In today's episode of Experiment Nation, our own Charlotte April Bomford recently spoke to Edmund Beggs about the "Levers Framework" which allows conversion.com to deliver results for their clients in shorter amounts of time. If you'd like to learn more about this interesting framework, watch the full interview here:

Watch the full interview

This week’s throwbacks

Cloudflare’s Scott Olivares: To get personalization right—have good manners and experiment

Experiment Nation?interviewed?Scott Olivares?about how experimentation is a critical piece to getting Personalization right. Here are the takeaways:

1. Personalization and experimentation work best together. Personalization efforts should always be tested through A/B testing to determine their actual impact. Assuming personalization will have a positive impact without testing is risky.
2. Start small with personalization and limit the initial scope. Personalizing for too many segments or pages at once can exhaust resources. It's best to start modestly and demonstrate success before expanding personalization efforts.
3. Get your audience segments right by analyzing your existing traffic, not just defining ideal segments. Make sure personalization targets the audiences you actually have.
4. Personalization should feel contextual and appropriate to avoid seeming creepy. It shouldn't feel like private conversations are being listened in on.
5. Running tests that don't get enough traffic is generally a waste of resources. Prioritize tests of elements that a meaningful portion of users will see and that could significantly impact the business.

Read the full interview here:

Read the full interview

Words matter: Writing copy that converts with Love Letter Emails’ Kay del Rosario

Experiment Nation spoke with Kay del Rosario about writing copy that converts. Here are some of the takeaways:

1. Focus on understanding the customer journey and addressing customers' needs and pains at each touchpoint. Map out the journey to write personalized, relevant copy
2. Segment customer lists based on behavior to better target messages.
3. Copy should have a clear call to action drilling down to the single desired action. Remove any friction preventing the conversion goal.
4. Test different message angles by looking for recurring themes and phrases in customer data. Create targeted versions to find the best messaging.

Read the full interview

From the Community

A word from Experiment Nation’s founder

When you look at Conversion Rate Optimization / Experimentation events it's easy to think that there are very few women in this industry - but this can't be further from the truth. The CRO industry has so many women CRO leaders from around the world more than willing to share their perspectives and insights with the world and it's well beyond time our events reflect that. While I'll be the first to admit that Experiment Nation is not perfect (yes, throwing stones in a glass house isn't a good look), we do what we can to ensure that women are represented at our events to inspire much larger and more prominent organizations that hold events, hand out awards, select judges for panels, find guests for webinars and podcasts, hire consultants, whatever it is to look beyond the old outdated guard and amplify all the other, very deserving, experienced, contemporary voices out there.

It's time to do more than pay lip service and actually do something. If you're looking for someone for your Experimentation / CRO event or initiative, here are just a few female leaders to consider.

Find a speaker

Upcoming Event:See why PRODUCT x MARKETING = GROWTH

On April 25, Optimizely is bringing product and marketing teams together! When they work closely together, they make customers happy and grow the business.?

Here are just a couple of sessions to look forward to:

• Rallying siloed functions to drive mobile app optimization?with Juliana Jackson, Data Strategy & Experimentation Practice Lead at Media.Monks
• How to remove roadblocks in scaling low-maturity experimentation programs?with Shiva Manjunath, Senior Web Product Manager, CRO at?Motive?

During this event, you’ll also learn:

• Why aligning product and marketing teams is essential to unlocking growth and efficiency.?
• How to maintain momentum and become a truly data-driven organization.??
• How to excel on both the people and the tools side of experimentation.?

Explore the complete agenda and register at www.optimizely.com/test-and-learn/

Register

Answer our 3-minute survey and get a copy of our CRO salary report!

Time is running out!

How do CRO salaries break down by seniority, country, minority status, team size, and gender? Experiment Nation?is compiling its 2024 CRO / Experimenter salary report. If you've ever wondered whether you are paid fairly in your current job or for an upcoming one, you'll know how valuable this resource is for the community. To get your copy of the report when it is ready, answer our quick and ANONYMOUS survey?here.

Answer the survey

Latest Experimentation Jobs

Looking for a new challenge in experimentation? Find 100+ experimentation-related jobs on?ExperimentationJobs.com. These jobs are from all over the world, on-site, fully remote, or hybrid. Take a look and start pivoting your career.

This week’s featured roles:

• Conversion Rate Optimization (CRO) Specialist at ConversionWise (Remote, United Kingdom)
• Senior Conversion Rate (CRO) Consultant at Delve (Europe)
• CRO Product Designer at Scentbird (Slovakia)
• Manager, Marketing Experimentation & Personalization at The Home Depot (USA)
• Principal Data Scientist, Experimentation & Personalization at Capital One (Multiple locations, USA)

Are you hiring??Submit here

The Certified CROs of the week

Congratulations to the amazing CROs for recently passing?Experiment Nation's CRO Qualification Exam!

Stuart Blackie Kannan Gophal, CDMP

About the exam The exam was crafted by industry veterans and covers the areas that CROs should be knowledgeable about. It takes less than 25 minutes to take. If you'd like to get certified, learn more here.

Appear on our show!

Are you a Conversion Rate Optimizer (CRO) or a Product Manager that runs Experiments on your features? If that's the case, Experiment Nation would love to have you on our podcast! If you'd like to appear on our show, sign up here: https://docs.google.com/forms/d/e/1FAIpQLScPLeH181W2FvE3icUa0ZfS4PHeMvNGgFpUSK4UVALjQWDYiA/viewform