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.

Using Friction to Drive Conversions

A Surprising Experiment That Increased Leads by 9%

In this bonus episode of The Conversion Podcast, James shows us one of his top five most fascinating experiments, and it’s all about friction.

Instead of streamlining the user experience, James intentionally added a step in a lead generation funnel using behavioral psychology: commitment bias and the foot-in-the-door technique. The result? A 9% increase in email signups.

🎯 You’ll learn:

• Why not all friction is bad in customer journeys
• How a simple yes/no question changed conversion behavior
• What happens when people say "no" and still convert anyway
• How to apply psychological principles to your marketing funnel

Perfect for marketers, CRO specialists, UX designers, and anyone obsessed with optimizing the user journey.

You can find the full transcript for this episode and video here.

Is perfect testing slowing down your business?

In this episode, James Flory breaks down the difference between pragmatic and purist approaches to experimentation and why focusing on speed, context, and decision-making matters more than statistical perfection.

Discover how to select the optimal testing method, foster organizational buy-in, and identify your “killer test” that drives tangible impact.

Topics covered:

• Pragmatic vs. Purist experimentation
• How to test with limited data
• Real-world business examples
• Communicating results to stakeholders
• Building a data-driven culture

Featuring: James Flory
Host: Matt Wright

Head to conversion.com to find out more!

#Experimentation #ConversionOptimization #ABTesting #DigitalStrategy #UXResearch #DataDriven