PAID · CONVERSION · ATTRIBUTION
Growth Experimentation: test the path from attention to pipeline
Growth experimentation is not a collection of random A/B tests. I use it to improve the chain from audience and message through conversion, follow-up and commercial outcome.
What it means
I treat experiments as decisions with a hypothesis, a measurable signal and a next action. That can include creative, audience, offer, channel, landing page, nurture or sales follow-up. The important part is knowing what changed and what outcome the test is meant to improve.
The problem it addresses
Teams often optimise the easiest metric to see: clicks, form fills or cost per lead. Those are useful diagnostics, but they can become vanity metrics if they are not connected to account quality, opportunity creation, pipeline or revenue.
How I approach it
I work across paid acquisition, content, webinars, conversion, CRM and attribution so the test is not isolated from the rest of the funnel. At Think & Grow that includes LinkedIn paid campaigns, gated content and the Scaling for Growth webinar series. At HIVERY it included paid search, paid social, ABM, webinars, conferences, nurture and creative testing.
A practical workflow
- 01
Write the commercial hypothesis and the metric that would change the decision.
- 02
Control the audience, message, offer or experience being tested.
- 03
Measure leading indicators without confusing them with business outcomes.
- 04
Connect CRM and attribution where possible so the test can be read downstream.
- 05
Keep, kill or iterate based on evidence rather than preference.
Tools and systems
Measured examples
These examples come from different campaigns and periods. They demonstrate an experimentation and measurement track record, not a promise of future performance.