Mitigating Risk with Digital Experimentation

Experimentation and A/B testing are essential tools for businesses and organisations looking to improve user experience and boost performance across digital properties, track sales uplift, and increase conversion.

However, experimentation also allows product and marketing teams to test bigger and more adventurous ideas before rollout – reducing the risk of harmful changes and features being introduced that may negatively affect the user experience.

In this webinar we will look at how experimentation can enable you to balance risk and reward by testing bigger, bolder changes, to help you grow your business whilst de-risking new designs, messaging and features.

Joining us will be Chris Gibbons, the Chief Experience Officer from Creative CX, and Liz Robertson, our Product Marketer, sharing some examples of where experimentation has avoided harmful changes being introduced, often dictated by HIPPOs (the highest-paid person’s opinion) and where server-side testing/products (i.e. Flagship) can help deliver more complex experiments.

We’ll be discussing:

  • Risk vs Reward
  • A/B Testing ROI calculator
  • Examples from our customers on successful tests

Register now to save your seat.


Chris Gibbins
Chief Experience Officer, Creative CX
Liz Robertson
Lead Product Marketer, AB Tasty