The Cost of the Click: Rethinking where growth really happens

Organisations spend heavily to attract new customers, but acquisition is only half the story. What happens after the click often determines whether that investment pays off.

This session explores how Experimentation can be used as a strategic framework to develop hypothesis and run tests across the entire customer lifecycle, from first touch to renewal.

In this webinar we will unpack:

The evolution of experimentation: from isolated A/B tests to a full-funnel, business-critical discipline, and why it’s more relevant than ever in an AI-driven landscape

Experimentation in practice: a deep dive into how organisations experiment on their website, using a real example showing how small, targeted tweaks delivered outsized results, and the process behind getting there

The platform that makes it possible: how VWO supports experimentation at every stage, across different operating models (from fully managed to hybrid to in-house handover).

Along the way, we’ll tackle the questions every growth and marketing leader is quietly asking:

• If I have $10,000 to spend, what’s the real ROI difference between putting it into media and acquisition versus experimentation?
• What’s the true acquisition cost of a click, once you factor in what happens next?
• With AI reshaping search (GEO), the traffic reaching your site is increasingly higher-intent, higher-value. Are you set up to capitalise on it?