Driving Business Growth through Experimentation - with Kelly Wortham & Ton Wesseling

<p><strong>Version A:</strong> Join Simon and Jim as they babble about button colors while the experts tell them what really matters in experimentation.</p><p><strong>Version B:</strong> Have you ever wondered what makes for a great experimentation culture?</p><p><em>(Let us know in the comments which version you prefer!)</em></p><p>We were lucky to talk with Kelly Worthham and Ton Wesseling, both experts in decision science and experimentation.We cover the transition from traditional conversion rate optimization (CRO) to broader growth engineering, organizational transformation for better decision-making, and the impact of AI on experimentation.</p><p>Discover how conferences like Experimentation Island and Conversion Hotel foster deep, meaningful conversations and collaborations within the community.</p><p><br></p><p><strong>Links from the show:</strong></p><p><a href="https://conversionhotel.com/" target="_blank" rel="ugc noopener noreferrer">The Conference known as Conversion Hotel</a></p><p><a href="https://experimentationisland.com/" target="_blank" rel="ugc noopener noreferrer">The Conference known as Experimentation Island</a></p><p><a href="https://testandlearn.community/" target="_blank" rel="ugc noopener noreferrer">Test &amp; Learn Community</a></p><p><a href="https://www.nohackspod.com/" target="_blank" rel="ugc noopener noreferrer">No Hacks Podcast</a></p><p><a href="https://experimentationcultureawards.com/" target="_blank" rel="ugc noopener noreferrer">Experimentation Culture Awards</a></p><p><br></p><p>00:00 Introduction and Casual Banter</p><p>00:52 Halloween Candy Stories</p><p>02:27 Introducing the Special Guests</p><p>02:41 Kelly Worthham&#39;s Background</p><p>03:58 Todd&#39;s Background and Contributions</p><p>05:18 Experimentation Island Conference</p><p>13:57 Conversion Optimization vs. Growth Optimization</p><p>25:07 The Risk of Imitating Big Brands</p><p>25:22 Helping Businesses Make Data-Driven Decisions</p><p>27:02 Building Effective Experimentation Processes</p><p>30:22 Challenges in Replicability and Experimentation</p><p>34:54 The Role of AI in Experimentation</p><p>40:52 Future of Experimentation and AI</p><p>48:32 Concluding Thoughts and Recommendations</p>