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

EPISODE · Nov 12, 2025 · 50 MIN

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

from Measure Up · host Jim Gianoglio, Simon Poulton

Version A: Join Simon and Jim as they babble about button colors while the experts tell them what really matters in experimentation.Version B: Have you ever wondered what makes for a great experimentation culture?(Let us know in the comments which version you prefer!)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.Discover how conferences like Experimentation Island and Conversion Hotel foster deep, meaningful conversations and collaborations within the community.Links from the show:The Conference known as Conversion HotelThe Conference known as Experimentation IslandTest & Learn CommunityNo Hacks PodcastExperimentation Culture Awards00:00 Introduction and Casual Banter00:52 Halloween Candy Stories02:27 Introducing the Special Guests02:41 Kelly Worthham's Background03:58 Todd's Background and Contributions05:18 Experimentation Island Conference13:57 Conversion Optimization vs. Growth Optimization25:07 The Risk of Imitating Big Brands25:22 Helping Businesses Make Data-Driven Decisions27:02 Building Effective Experimentation Processes30:22 Challenges in Replicability and Experimentation34:54 The Role of AI in Experimentation40:52 Future of Experimentation and AI48:32 Concluding Thoughts and Recommendations

What this episode covers

Version A: Join Simon and Jim as they babble about button colors while the experts tell them what really matters in experimentation.Version B: Have you ever wondered what makes for a great experimentation culture?(Let us know in the comments which version you prefer!)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.Discover how conferences like Experimentation Island and Conversion Hotel foster deep, meaningful conversations and collaborations within the community.Links from the show:The Conference known as Conversion HotelThe Conference known as Experimentation IslandTest & Learn CommunityNo Hacks PodcastExperimentation Culture Awards00:00 Introduction and Casual Banter00:52 Halloween Candy Stories02:27 Introducing the Special Guests02:41 Kelly Worthham's Background03:58 Todd's Background and Contributions05:18 Experimentation Island Conference13:57 Conversion Optimization vs. Growth Optimization25:07 The Risk of Imitating Big Brands25:22 Helping Businesses Make Data-Driven Decisions27:02 Building Effective Experimentation Processes30:22 Challenges in Replicability and Experimentation34:54 The Role of AI in Experimentation40:52 Future of Experimentation and AI48:32 Concluding Thoughts and Recommendations

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

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This episode is 50 minutes long.

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This episode was published on November 12, 2025.

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Version A: Join Simon and Jim as they babble about button colors while the experts tell them what really matters in experimentation.Version B: Have you ever wondered what makes for a great experimentation culture?(Let us know in the comments which...

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