Why Bottom-Up Approach Is a Recipe for Disaster in Experimentation!

Many enterprise organizations attempt to build experimentation and CRO capabilities by starting at the execution level — investing in tools, hiring testing teams, and running isolated A/B tests. But in complex, non-digital-native organizations, this bottom-up approach often leads to slow progress, siloed efforts, low business impact, and limited trust in experimentation as a decision-making engine.

In this webinar, Eduardo Marconi (Founder, AIM Conversion) and Mariana Baptista (Head of UX & Design, AIM Conversion) explain why bottom-up experimentation models fail — and what it takes to build experimentation as a strategic business function. Learn how to design CRO programs aligned with business priorities, governance, and leadership decision-making to accelerate maturity and drive measurable outcomes.

If you’re responsible for building or scaling experimentation in an enterprise organization, this session will give you a clear, practical blueprint for doing it the right way — from the top down.