Building a Scalable, Data-Driven Experimentation Culture

Full Funnel Optimization

Their Challenges & Our Solutions

• No structured prioritization for experiment ideas Built a scalable prioritization framework to focus on high-impact testing opportunities.
• Ad-hoc, inconsistent ideation and test planning processes Developed a repeatable, data-informed workflow to generate and vet better experiment ideas.
• Low-quality hypotheses impacting test outcomes Trained teams on hypothesis best practices to improve test design and clarity of learnings.
• Underutilization of Optimizely’s capabilities Provided hands-on coaching to maximize tool efficiency and test execution speed.
• Lack of internal alignment around experimentation Facilitated workshops and consulting sessions to drive cultural change and embed experimentation as a core business strategy.
• Need for cultural shift from “testing” to “learning and scaling” Helped position experimentation not as a side task but as a strategic growth lever supported by leadership.

Our Process

Over 6 months, we were evaluating critical aspects like:

Experimentation prioritization

How experimentation was being prioritized and operationalized.

Stronger ideas & hypotheses

Gaps in idea generation processes and hypothesis quality.

Team alignment on goals

Team alignment on experimentation goals and execution standards.

Optimizely adoption & use

Adoption and effective use of Optimizely as the primary testing platform.

Culture of experimentation

Cultural readiness to embrace experimentation as a growth strategy.

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Deliverables

• Strategy consulting Strategic experimentation program consulting.
• Prioritization framework Prioritization framework and roadmapping process for incoming experiment ideas.
• Ideation process Data-driven ideation process development.
• Hypothesis training Hypothesis writing training and templates.
• Pre-test training Pre-test calculation training and processes.
• Onsite workshop All-day onsite experimentation workshop in Dallas, TX office.
• Optimizely support Optimizely platform guidance and best practices.
• Culture enablement Cultural enablement to embed experimentation mindset.

Results

At the end, we have

1. Prioritized high-value experiment opportunities Built a process to consistently find and prioritize the biggest business opportunities for testing.
2. Established a scalable ideation and prioritization system Created frameworks and processes that allowed RS Group to generate, vet, and select ideas more efficiently and strategically.
3. Higher-quality hypotheses and test design Improved hypothesis writing and experiment planning — driving more meaningful results and learnings.
4. Embedded experimentation into company culture Fostered internal buy-in and operational alignment — making experimentation a natural part of how the teams approach growth and innovation.
5. Maximized tool utilization (Optimizely) Empowered teams to leverage Optimizely more effectively — enabling faster and more effective experiment execution.