The Experimentation Gap: Why Most Organisations Test But Don’t Learn

Most organisations are running experiments.

Very few are actually learning from them.

There’s a growing gap between doing experimentation and getting value from it. Teams invest in A/B testing tools, launch experiments regularly, and celebrate wins, yet struggle to generate insights that influence broader strategy or drive sustained growth.

This is what we call The Experimentation Gap.

In this webinar, Tien Le, Head of Digital Strategy at Paved Digital, breaks down why most experimentation programs plateau, and what high-performing teams do differently to turn testing into a true learning engine.

You’ll explore why many experimentation programs get stuck in cycles of incremental changes and inconclusive results, and how to shift towards a more structured, insight-led approach that compounds over time.

Through real-world examples and practical frameworks, you’ll learn how to:

• Move beyond surface-level A/B tests and start generating meaningful insights

• Build strong, hypothesis-driven experimentation practices

• Extract value even from “losing” or inconclusive experiments

• Create a culture of learning, not just testing

• Measure success in ways that go beyond win rates

Whether you’re leading a CRO program, part of a product team, or driving growth initiatives, this session will help you rethink how experimentation should work, and how to make it actually deliver impact.