I've spent a lot of time working with both experimentation and personalization, and one of the things I've noticed is how often they're treated as separate disciplines. A/B testing is typically focused on improving an existing experience. We come up with an idea, test...
Imagine walking into a store you've never visited before. You're on vacation, have twenty minutes to kill, and decide to look around. You haven't touched anything. You're not even sure you like what they sell. And suddenly a salesperson jumps in front of you....
When people talk about ecommerce personalization, the examples tend to be pretty familiar. Product recommendations, personalized offers, maybe a different homepage banner based on browsing history. There's nothing necessarily wrong with any of those. But I think we're...
Revenue per visitor (RPV) measures how much revenue an ecommerce site generates per visitor. Conversion rate measures how often visitors complete a purchase. They're related, but they don't tell us the same thing, and looking at one without the other can lead to some...
When we removed top-page promotions, something unexpected happened. Revenue went up. This experiment proved that removing promotions increases revenue by keeping shoppers focused on what they came for—not chasing discounts. For years, the assumption has been simple:...
An adaptive PDP strategy changes how you think about product detail pages. Most teams treat a PDP like a single, fixed template — but that only works until your traffic mix changes. That works until your traffic mix changes. A PDP often plays two very different roles....
Every December, the same tension shows up. Shoppers arrive with intent and deadlines, but the site still treats them like browsers with time to spare. They do not want to wade through endless filters. They want help. The fastest way to give it is an on-page Christmas...
Experimentation teams today are doing more than ever—but in too many companies, their experimentation reporting strategy is invisible. The data backs it up: According to Speero’s 2025 Experimentation Maturity Report, 63% of companies say they encourage testing… but...
A familiar problem with experimentation is that the team needs results to get support, but it needs support to produce results. Without design, development, analytics, and time to run tests properly, the program struggles to prove its value. And because it hasn't...
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