Where Are You Within the Experimentation Maturity Curve?


Robert Arwel Hughes

Robert Arwel Hughes


A/B testing is a crucial tool that allows companies to make data-driven decisions, measure the effectiveness of their products and services, and improve their offerings to meet the needs of their customers. In order to fully realise the benefits of A/B testing, it is important for organisations to adopt a structured and optimised approach to their experimentation practices.

The experimentation maturity curve provides a visual representation of the journey a company goes through as it matures in its A/B testing practices. The curve is broken down into four stages, each representing a different level of A/B testing maturity: Awareness, Ad Hoc, Structured, and Optimised.

At the Awareness stage, organisations are just starting to learn about A/B testing and the benefits it can bring to their business.

They may have limited knowledge about the subject and may not have the necessary tools or processes in place to perform tests effectively. Companies in this stage often perform ad-hoc tests without clear objectives, hypotheses, or a process for analysing results. This can lead to unreliable results and a lack of confidence in the validity of the tests.

The Ad Hoc stage represents a step up from the Awareness stage, where companies begin to understand the value of A/B testing and start to perform more tests on a regular basis. However, they still have limited resources and processes in place to perform tests effectively. The testing process is often manual and time-consuming, and results are not always reliable or consistent. This stage can still provide valuable insights, but the lack of structure and consistency can limit the impact of A/B testing on decision-making.

The Structured stage represents a significant improvement in A/B testing maturity, as companies invest in tools and processes to streamline their testing practices. Companies at this stage establish clear objectives and hypotheses, and have a defined process for analysing results. Tests are performed in a more structured and consistent manner, and results are more reliable. This stage is characterised by improved accuracy and efficiency, but there is still room for improvement.

The Optimised stage represents the highest level of A/B testing maturity, where companies have fully adopted A/B testing as a key part of their decision-making process. They have invested in technology and processes to automate and optimise their testing practices. Testing is performed in a consistent, reliable, and efficient manner, and results are used to make data-driven decisions. This stage is characterised by a culture of continuous improvement, where organisations use A/B testing to drive innovation and make informed decisions.


In conclusion, the experimentation maturity curve provides a roadmap for companies looking to improve their A/B testing practices. By following this curve, companies can move from ad-hoc testing to a structured and optimised process, which will ultimately lead to better decision-making and improved results. A/B testing is a valuable tool for organisations looking to make data-driven decisions and drive innovation, and the experimentation maturity curve can help organisations understand and improve their testing practices over time.

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