"You've probably seen some compelling A/B test case studies that show amazing conversion rate improvements, inspiring grand plans to remove carousels or change button colors on your site. However there is a lot more that goes into an experimentation strategy than running a few quick tests and hoping for wild success. Although you may experience some big wins, you must prepare your organization to follow a structured process that leads to incremental improvements over time.

This talk will cover how to build the right team and work with that team to generate and prioritize test ideas that will have the biggest impact on business objectives. You'll learn how to formalize your experimentation process so your team can focus on making decisions and taking action. "