Are your experiments too safe? In this coffee break episode of The Conversion Podcast, Matt and Steven reveal how to build an experimentation “risk profile” that balances safe, incremental wins with bold bets your competitors are too nervous to run.

You’ll learn why treating your test backlog like an investment portfolio unlocks competitive advantage, how A/B testing acts as your safety net, and real-world examples where high-risk experiments drove massive gains, from Domino’s delivery fees to SaaS free trial removals.

Whether you’re running CRO programs, growth experiments, or digital product tests, this episode shows you how to reduce fear, maximise ROI, and scale with confidence.

When your paid ads promise one thing and your landing page says another, conversions suffer. In this episode of The Conversion Podcast, Matt and James dig into a classic - yet often overlooked - challenge in digital marketing: maintaining a consistent “scent trail” from ad to landing page.

The case study centres on a SaaS brand running heavily paid search campaigns, both branded and non-branded. Their ads emphasised a free trial, but the landing page buried this message at the very bottom. The result? Mismatched expectations and flat conversions, despite expanding the page with more product information and CTAs.

By aligning the landing page headline and CTA with the ad promise, “Start your free trial today”, and reinforcing key points like 14-day trial length, easy setup, and cancellation flexibility, the team achieved a 7% lift in leads.

This episode is a must-listen for performance marketers, growth teams, and product leaders who want to maximise ROI from paid campaigns and ensure messaging alignment drives results.

#paidmedia #saasmarketing #conversionoptimization #digitalmarketing #landingpages #growthmarketing #abtesting #customerjourney #ppc #marketingstrategy #onlinemarketing #performanceadvertising #cx

Sometimes, the “no-brainer” ideas turn out to be… not so smart.
In this episode of The Conversion Podcast, Matt and James break down a fascinating experiment run on KitchenAid’s iconic stand mixers — one that proves why you should never skip testing, even when you’re certain the idea will win. The team merchandised a 90-day money-back guarantee on product and listing pages, expecting to reduce buyer anxiety and boost conversions. Instead? Orders dropped by double digits.

We explore why this happened, the psychology behind it, and how context changes everything when it comes to persuasion tactics. You’ll learn how guarantees can sometimes introduce doubt instead of removing it, why category leaders need different messaging strategies, and how to structure clean, holistic experiments for reliable insights.

If you’ve ever launched a “sure thing” without testing — or almost did — this episode will make you think twice.

#conversionrateoptimization #abtesting #digitalmarketing #experimentdesign #productmanagement #growthmarketing #ecommerce #uxdesign #onlinemarketing #conversionoptimization #customerpsychology #contentstrategy #productpage #marketingstrategy #businessgrowth

In this bonus episode of the Conversion Podcast, James shares a fascinating case study about using video to improve product comprehension for a tech product, a cell phone signal booster.

We discuss the results of running experiments that tested video placement on landing pages and product pages, revealing unexpected insights about video’s effect on conversions.

By iterating and testing in different ways, the team discovered that adjusting video positioning led to a 35% increase in sales despite a drop in video views. Tune in to hear how this experimentation approach helped boost product comprehension and sales, and why understanding user behavior is crucial for conversion optimization.

Perfect for marketers, product managers, and business leaders looking for data-driven strategies.

HP’s Instant Ink has revolutionized the ink cartridge industry, offering consumers up to 50% savings and the convenience of never running out of ink. Launched in 2013, it now boasts over 10 million subscribers across 38 countries. In this episode, Sovrin Tolia, HP's Head of Product, and Stephane Bardin, Worldwide Product Manager, dive deep into the secrets of Instant Ink’s rapid growth and success. From overcoming initial consumer behavior challenges to utilizing experimentation and innovative business models, they share key insights into scaling a successful subscription-based service. Learn how HP transformed the printing experience and continues to evolve with the help of data-driven decisions and continuous testing.

#HP #InstantInk #SubscriptionBusiness #Innovation #GrowthStrategies #CustomerExperience #BusinessModelInnovation #DataDriven #ABTesting #MarketingStrategy #ProductLedGrowth #ConsumerBehavior #TechGrowth #DigitalTransformation #SubscriptionServices

From CRO to Decision-Making: How to Truly Unlock Value from Experimentation

In this episode of The Conversion Podcast, we explore how experimentation can go beyond simple conversion rate optimization (CRO) to become a powerful decision-making and risk management tool.

We dive into:

• Why experimentation isn’t just for optimizing pages — it’s for making big, bold business decisions

• How to frame experiments as risk management instead of just validation

• Balancing safe bets vs. high-risk experiments in your testing portfolio

• Real-world examples of using experiments to guide pricing, product, and strategic moves

If you’re a marketer, product manager, or leader looking to make smarter, bolder decisions with data, this one’s for you.

Prioritization That Works: How to Turn Your Experiment Backlog into Real Wins

If you could wave a magic wand and design the perfect experiment prioritization system, what would it look like? In this Coffee Break episode of The Conversion Podcast, we explore exactly that.

Stephen and Matt dive deep into why prioritization is one of the most overlooked levers for driving conversion program success. They unpack:

• Why traditional impact/ease models fail
• How to make prioritization objective (and bias-proof)
• The power of meta-analysis and the Lever Framework
• How AI-driven prioritization tools like Confidence AI are reshaping the game

Whether you’re running 20 tests a year or 200, this episode gives you a roadmap for testing smarter, learning faster, and driving more impact.

Grab your coffee, this one might just change how you think about your entire experimentation program.

Links we mentioned in the episode:

LeversAI

Confidence AI

Newsletter

Levers Framework

How mature is your experimentation program, really?

In this episode of the Conversion Podcast – Coffee Break Edition, Matt is joined by Steph, Senior Consultant at Convergent, to discuss how companies can better evaluate and grow their A/B testing and digital experimentation programs using a new, evolved maturity framework.

They break down:

• The 5 stages of experimentation maturity (Reactive to Optimized)
• Why the classic “Packet” model needed an update
• Key dimensions of maturity: goals, delivery, culture, tools
• How to benchmark your team and set actionable growth goals
• Common pitfalls, including over-engineering and under-tracking

Whether you're just starting out or looking to scale your experimentation practice, this episode offers practical insights to improve velocity, volume, and value—and turn your testing program into a true growth engine.