Every team runs the occasional test. Few run a programme — a disciplined rhythm where every experiment is prioritised, measured honestly, and documented. One-off tests evaporate; a programme compounds.

The four elements

A prioritised backlog; a consistent test method (hypothesis, sizing, decision rule set in advance); velocity (the rate of learning is set by the rate of testing); and a documented learning library.

Experiment across the whole funnel

Not just landing pages — acquisition, conversion and retention. The biggest wins often sit in the offer, the audience or the onboarding.

Measure honestly, or don’t bother

False positives destroy programmes. Set the decision rule before the test, give it enough volume, and only scale what the evidence proves.