Being done is a nice feeling.
The campaign is live. The content is out. You've honed the perfect content experience for your customer. You can sit back and enjoy the results and start working on the next task.
The problem? You're rolling misconceptions into your next piece of content. Untested assumptions and commonly held falsehoods are driving your marketing endeavours.
Your competitors? They're refining their understanding of their user groups, and democratising ideas so that their team members can hypothesise and develop experiences.
Experimentation isn’t optional - it’s the engine of digital growth.
The basic Optimizely CMS licence gives you the ability to run AB tests to develop experiences, and drive engagement. However, despite having access to one of the most powerful experimentation platforms on the market, many organisations fail to unlock the full potential of Optimizely.
At Mando Group, we help ambitious brands shift from ‘set it and forget it’ to strategic, AI-powered experimentation - driving measurable performance across e-commerce, financial services, and manufacturing.
Here’s a quick guide to getting going.
Experimentation Matters More Than Ever
With rising customer expectations and economic pressure on digital spend, the smartest organisations aren’t guessing - they’re testing.
Experimentation is no longer about small tweaks; it's about reducing risk, validating innovation, and scaling what's proven to work.
Organisations that consistently test outperform those that don’t - because they learn faster, adapt quicker, and deliver better experiences.
Optimizely: The Most Advanced Experimentation Platform - Now Powered by AI
The Optimizely experimentation suite goes so much further than simply A/B testing.
The latest version uses Generative AI, predictive models, and automated decisioning to help teams:
- Generate experiment hypotheses at scale
- Predict test winners before full rollout
- Personalise journeys in real time
- Optimise content and CTAs with intelligent suggestions
Explore the latest at optimizely.com/ai
A Proven Framework for ROI-Driven Experimentation
Whether you’re new to testing or scaling experimentation across your organisation, use this proven framework:
- Start With Strategic Goals
Link every experiment to a commercial objective (e.g., reduce churn, improve product uptake, grow cart size).
- Prioritise High-Impact Opportunities
Use data to identify friction points in the customer journey. Then prioritise tests based on business value and implementation effort.
- Build Hypotheses, Not Hunches
Structure tests with a clear hypothesis. For example:
"If we personalise homepage banners by sector, conversion will increase by 10% across the board."
- Set the Right Metrics
Define primary success metrics (e.g., conversion rate) and guardrail metrics (e.g., bounce rate or AOV).
- Test, Learn, Scale
Once an experiment reaches statistical significance, scale the winner - and feed learnings back into your strategy.
- Repeat With Intelligence
Leverage Optimizely's AI to speed up test ideation, recommend variants, and eliminate underperforming options faster.
Avoid These Common Pitfalls
🚫 Testing trivial elements (e.g., button colour) with no commercial value
🚫 Skipping statistical significance - results may look promising but mislead
🚫 Running too many experiments at once without segment control. Start small and build the knowledge base.
🚫 Forgetting to plan for scaling - a test that wins should be implemented quickly. Then test the roll out.
Where Mando Group Comes In
We support, evolve, and consult on digital products for UK and global enterprises- we build experimentation cultures. As one of the UK’s leading Optimizely-only agency, we help digital leaders:
- Identify ROI opportunities through experimentation
- Embed best practices into cross-functional teams
- Unlock the power of Optimizely + AI to create compounding growth
Want to see how testing can impact your bottom line? Get in touch with our experts today.
