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As with any aspect of a company's operations, experimentation programs evolve and mature over time. One crucial indicator of this maturity is experiment velocity. In this post, we will explore the different levels of experimentation program maturity, how experiment velocity serves as a proxy for this maturity, and the challenges companies face in accelerating their experiment velocity. Lastly, we’ll explore the relationship between experiment velocity and value/ROI, diving into five actionable ways to improve experiment velocity and drive growth.  

Experimentation program maturity: a spectrum of evolution  

Experimentation program maturity is not a one-size-fits-all concept. Instead, it is a continuum that spans several stages, each characterized by distinct characteristics, capabilities, and impact on the organization. These stages can be broadly categorized as:  

  • Foundational stage: Companies in this stage are just starting with experimentation. They are building the necessary infrastructure, defining processes, and learning the basics of hypothesis formulation and testing.  
  • Growing stage: In this phase, organizations have established a foothold in experimentation. They are consistently running experiments, refining processes, and building a culture that values data-driven decision-making.  
  • Intermediate stage: Companies at this stage have a well-defined experimentation process, a dedicated team, and are actively using experimentation insights to optimize key metrics. 
  • Advanced stage: At this level, experimentation is deeply embedded in the company's DNA. Cross-functional collaboration, automation, and advanced statistical techniques are commonplace, resulting in significant gains in efficiency and innovation.    

Challenges in accelerating experiment velocity  

Boosting experiment velocity is easier said than done. Companies often encounter the following challenges when striving to grow their velocity:  

  • Resource constraints: Limited resources can hamper the capacity to conduct experiments concurrently, slowing down the velocity.  
  • Risk aversion: A culture that is averse to failure can hinder rapid experimentation and learning. 
  • Lack of alignment: Disconnected teams and departments can lead to duplication of efforts and inefficiencies. 
  • Complexity: As experimentation programs mature, they often become more complex, requiring coordination among various teams and systems. 
  • Data bottlenecks: Insufficient or poor-quality data can impede the pace of experimentation and analysis.  

Okay, so you understand the levels of maturity and the challenges experimentation programs face, but why is increasing maturity and usage important?   

The relationship between experimentation and business value is exemplified when businesses conduct a higher volume of experiments across their digital touchpoints, leading to an invaluable accumulation of customer insights. These insights are pivotal in understanding customer preferences and behaviors, enabling businesses to tailor their offerings, interfaces, and interactions to better meet customer needs. As a result, companies can significantly enhance user experiences, making them more engaging, intuitive, and responsive.

This improvement in user experience directly translates to increased conversions, be it in sales, user retention, or engagement, thereby boosting the business's value. Consequently, this uplift in conversions and business value underscores a tangible return on investment (ROI) in Optimizely. In essence, the chain reaction initiated by more experiments leads to richer customer insights, which in turn fosters better user experiences, resulting in more conversions and enhanced business value, ultimately validating and amplifying the ROI from using Optimizely.  

Five strategies to enhance experiment velocity  

  • Cultivate a culture of experimentation: Fostering a culture that embraces experimentation and values learning from failures is essential. This encourages teams to take calculated risks and iterate quickly. 
  • Cross-functional collaboration: Break down silos and promote collaboration between teams to streamline processes, share insights, and avoid duplicated efforts. 
  • Automate and standardize: Invest in tools and automation that facilitate experiment setup, deployment, and data collection. Standardizing processes reduces friction and enhances efficiency. 
  • Prioritize and focus: Align experimentation efforts with strategic goals. Focus on high-impact experiments that directly contribute to key business objectives. 
  • Invest in data infrastructure: A robust data infrastructure ensures smooth data flow, reducing bottlenecks and enabling faster analysis, thus accelerating the experimentation cycle.  


Experimentation program maturity is a journey that companies must traverse to stay competitive in today's rapidly evolving landscape. Experiment velocity acts as a barometer for this maturity, reflecting a company's capacity to innovate and adapt. While challenges may arise, adopting a data-driven culture, fostering collaboration, embracing automation, and refining processes can help companies overcome obstacles and elevate their experimentation programs to new heights. By nurturing experiment velocity, businesses can empower themselves to drive growth, optimize processes, and deliver exceptional value to their customers.