Experimentation is Not Just for the Marketing Function

By Bill Cunningham

July 10, 2020


Experimentation and A/B testing often focus on the marketing function — increase conversions, engagement, and customer satisfaction. But it shouldn’t end there. An experimentation mindset should spread to all areas of your organization. As Jeff Bezos wrote in an Amazon shareholder letter from 2016, “To invent you have to experiment, and if you know in advance that it’s going to work, it’s not an experiment.” What part of your organization couldn’t use more invention and innovation?

Experimentation is not just for Marketing

Building a culture of experimentation requires that the executive suite get involved and embrace and encourage experimentation from the top down. Creating an atmosphere where experimentation is encouraged will drive business results in the future. All departments benefit from trying new approaches and experimenting. It is incumbent on leadership to instill the culture and provide the tools needed for the organization to be able to try things out and identify winning and losing ideas fast.

Embrace the Fail to Get the Win

Edison is famously quoted for saying “I haven’t failed, I have discovered 10,000 ways that won’t work.” Embracing failure and providing tools to enable what we at SiteSpect call failing fast is key to success. This level of experimentation allows you to mitigate the risk of any decision you make before expending resources. Our customers save millions of dollars every year in development cost by testing ideas with us before they expend their scarce development resources on any project. It’s cheaper and less risky if you already know it is going to work.

How We Experiment Across the Organization

Here at SiteSpect, not only do we “eat our own dog food” and test every change we make to our website before we roll out, but we experiment across the organization all the time before we fully make a change.

There are many ways to experiment across an organization, and as an optimization company we’re pretty familiar with all of them. The lesson we’ve learned is that at any scale, our best successes come from experimentation.

To learn more about SiteSpect, visit our website.



Bill Cunningham

Bill Cunningham

Bill Cunningham is the Chief Revenue Officer at SiteSpect, leading a national team and overseeing marketing messaging, programs, and communication. He has over 25 years of VP experience and is based in Boston.

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