Experimentation Roadmap for Growth Organizations
A C-suite guide to value-driven experimentation
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Why you must read this eBook
You’ve been there. A high-stakes decision is on the table—your team presents data-backed insights, but then the HiPPO (Highest Paid Person’s Opinion) takes over. Suddenly, the numbers no longer matter. The strategy shifts based on gut instinct, past experience, or industry buzzwords. Months later, results fall flat, and the team is left wondering what went wrong.
This scenario plays out in boardrooms worldwide, and it’s why only 26.7% of market leaders see experimentation as a critical strategy. Without a structured approach, most organizations struggle to scale testing, align teams, or prove ROI. Meanwhile, those who embrace experimentation unlock compounding growth, lower acquisition costs, and higher conversion rates—all without increasing budgets.
Co-authored by Nima Yassini, Director & Co-Founder, White Maven, this book provides a framework for moving beyond instinct and into structured, scalable experimentation. Understanding the four stages of experimentation maturity helps teams evolve, align, and turn every test into a learning opportunity that drives real impact.
VWO helped us to conduct experiments and user research, which became the backbone of optimization across our online marketing properties.Jenny HughesDigital Marketing, Ubisoft Entertainment SA
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