How to’s

How can Feature Flag variables accelerate your testing and learning? Introduction If your application does not use feature flags, this article explores why it is something to consider. If it does, we will explain how to maximise their full potential by using variables for further granular control and improved iteration testing without additional code releases. What is Feature Flagging? Development processes are significantly improved by […]

A quick guide to using Jobs To Be Done research to enable customer driven innovation Video transcript: Are you looking to improve your current proposition, or are planning to launch a brand new product/service? If you are, then can you confidently say that you understand your user’s needs, and where your proposition fits into their lives?  As Albert Einstein once said: “If I had an hour to solve a problem […]

How we analyse A/B/n tests using Contentsquare At Creative CX we are proud to be technology agnostic, which means we have a lot of experience with various analytics and testing platforms, and make an effort to learn the best way to conduct analysis within each. When it comes to analysing a completed experiment we like to use all the platforms at our […]

At the core of Core Web Vitals In May 2021, during their annual I/O developer festival, Google announced that Search signals for page experience would be changing by incorporating what is to be known as Core Web Vitals (CWV). These are a set of metrics related to loading speed, interactivity, and visual stability. Fundamentally, it is an attempt to give unified guidance […]

Webinar: Experimentation Themes for 2022 ‘Experimentation Themes for 2022’ With businesses under increasing pressure to improve customer experiences and make better commercial decisions – customer journey improvements and new feature releases across digital properties have never been more important.  Many businesses have now established Experimentation as a critical part of understanding their audience, improving existing digital experiences, and driving innovation. […]

How to iterate on winning, losing and inconclusive experiments Test to learn, not to win If you have found this article you are probably already aware of the massive benefits to experimentation and why it is so important. (If this all sounds new, take a look at our article on how to kickstart your experimentation programme). A lot of the emphasis on testing is […]

Will you be A/B testing on Black Friday? Last year, despite the pandemic, Black Friday grossed $14.13 billion in online sales, an 18% increase from 2019 online sales ($11.9 billion). This year, we’re pleased to continue running experiments during the Black Friday period for all of our eCommerce clients this year. Our Chief Experience Officer, Chris Gibbins, shares his thoughts on testing during […]

How to get the most out of your experiments: running your A/B tests alongside a parallel stream of qualitative research “Hope is not a strategy.” – Vince Lombardi Whilst we’ve shared insights on measurable, quantitative data in previous blogs, it should also be noted that we believe qualitative research is equally as important. But why you might ask? Essentially, qualitative research helps you understand the motives behind specific user behaviours, which in turn allows you […]

Become a champion of qualitative and quantitative research triangulation Even if you’re not a football fan, you may have seen the recent successes of Liverpool F.C. Having won the Champions League in 2019 and the Premier League in 2020, they’re now considered one of the best teams in the history of the modern game. And if like me you know a Liverpool fan, you […]

How to Effectively Manage an Experimentation Programme and its Lifecycle Experimentation can result in some pretty incredible changes, changes that improve the experience for your customers and your profit margins. But while the experimentation process is exciting and its results insightful, effectively managing an experimentation programme and its lifecycle is demanding and can often be viewed as a little dull. Yet this is a crucial […]

How to (successfully) conduct a Competitor Analysis in 3 simple steps Undertaking a competitive analysis is often one of the most overlooked research methods available in an optimisation teams’ arsenal.

How to Analyse your Experiment Results If you’ve read our blog post on problem statement vs the hypothesis, you should already know how to set the foundation to a successful experiment. However, analysing your data and results is also one of the most important stages of any experiment.  Unfortunately our cognitive biases and wishful thinking can often impact how accurately we […]

Problem Statement vs Hypothesis: which ­­is more important for experimentation? When it comes to experimentation and conversion rate optimisation (CRO), we often see people relying too heavily on their instincts, abandoning logic and data in favour of their gut feelings. But really, nothing in experimentation is certain until tested. This realisation automatically makes you question everything you want to change about your website. This means […]

Kickstart Your Experimentation Programme If you’re reading this, you’ve probably heard all about the benefits that experimentation can bring to an organisation and the relationship between a strong testing ethos and business success. Maybe you’ve just started a new role or joined a new team and want to know how to get the most out of experimentation. Perhaps you’ve […]