Playbook
Run growth experiments
Create a structured experimentation system that prioritises high-impact tests, produces valid results, and builds institutional knowledge with every cycle.
Introduction
I have been testing since 2010, before most B2B companies even knew what a growth experiment was. I am CXL certified in experimentation, I built the testing programme for NU.nl (the largest news site in the Netherlands), and I have run A/B tests for dozens of brands across SaaS, e-commerce, and lead generation. Most companies either skip testing entirely or run random experiments without a clear plan. Both waste time. The ones that grow fastest have a simple system: a backlog of ideas ranked by potential impact, a clean process for running tests, and a habit of documenting what they learn so every experiment builds on the last. This playbook gives you that system. You will learn how to collect and prioritise experiment ideas, write hypotheses that actually teach you something, set up tests properly, and turn results into repeatable wins. No statistics degree required, just discipline and curiosity.