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227 228 229 <meta property="og:title" data-rh="true" content="Henkan Insights: CRO & Experimentation Research" /> 230 <meta property="og:description" data-rh="true" content="Market reports, practical guides and podcast episodes on experimentation, CRO, personalisation, voice of customer and digital analytics, by Henkan." /> 231 <meta property="og:url" data-rh="true" content="https://henkanpartners.ai/en/insights/" /> 232 <meta name="twitter:title" data-rh="true" content="Henkan Insights: CRO & Experimentation Research" /> 233 <meta name="twitter:description" data-rh="true" content="Market reports, practical guides and podcast episodes on experimentation, CRO, personalisation, voice of customer and digital analytics, by Henkan." /> 234
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234</head> 235 236 <body> 237 <!-- Google Tag Manager (noscript) --> 238 <noscript><iframe title="Google Tag Manager" src="https://www.googletagmanager.com/ns.html?id=GTM-MGQVCGMT" 239 height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript> 240 <!-- End Google Tag Manager (noscript) --> 241 242 <div id="root"><main style="max-width:760px;margin:0 auto;padding:96px 24px;font-family:system-ui,sans-serif;line-height:1.6;color:#101736"><p>Henkan Insights</p><h1>Ideas, conversations and signals.</h1><p>Henkan Insights publishes independent market reports, practical guides and podcast conversations on experimentation, conversion rate optimisation, personalisation, voice of customer and digital analytics, written for e-commerce, product and customer-experience leaders.</p><h2>Research & guides</h2><ul><li><a href="/en/insights/omnichannel-ecommerce-strategy-moengage/">How to Build an Omnichannel E-commerce Strategy with MoEngage: Identity, Channels, Journeys and Segments That Are Worth It</a><p>Build an omnichannel e-commerce strategy with MoEngage: identity ladder, channel jobs, segments worth it, 12 journeys, control groups and a 90-day roadmap.</p></li><li><a href="/en/insights/ga4-tracking-request-ux-designers/">How Designers Should Ask for GA4 Tracking: Forms, Filters, Errors and Interactions Annotated in Figma</a><p>How UX designers should ask for GA4 tracking: form errors, filters, site search, modals and empty states, annotated in Figma with event specs and no PII.</p></li><li><a href="/en/insights/ga4-for-developers-data-model/">GA4 for Developers: The Event Data Model, Limits and Gotchas You Need Before Writing a Line of Tracking</a><p>GA4 for developers: the event data model, scopes, naming rules, collection limits, user_id, (not set) causes and the mistakes you cannot fix later.</p></li><li><a href="/en/insights/ga4-datalayer-spec-developers/">From Tracking Request to dataLayer Spec: How Developers Should Implement GA4 Events</a><p>How developers turn GA4 tracking requests into a dataLayer spec: event-driven pushes, gtag.js vs GTM, single-page apps, ecommerce schema and Consent Mode v2.</p></li><li><a href="/en/insights/ga4-utm-campaign-tracking/">How Marketers Should Ask for GA4 Tracking: UTM Conventions, Key Events and Ad Platform Links</a><p>GA4 UTM campaign tracking for marketers: a naming convention and governance sheet, channel groups, key events, Google Ads links, audiences and consent.</p></li><li><a href="/en/insights/ga4-tracking-plan-collaboration/">The GA4 Tracking Plan: How Product, Design, Engineering and Marketing Request, Build and Check Tracking Together</a><p>How to run a GA4 tracking plan across product, design, engineering and marketing: request lifecycle, sheet columns, RACI, naming rules, change log and AI.</p></li><li><a href="/en/insights/ga4-ecommerce-reports-marketers/">GA4 E-commerce Reports for Marketers and Merchandisers: Products, Promotions, Audiences and Revenue</a><p>GA4 e-commerce reports for marketers: where the Monetization reports are, item ratios, promotion tracking, cart-abandoner audiences and a weekly trading review.</p></li><li><a href="/en/insights/ga4-for-ux-designers/">GA4 for UX and Product Designers: What the Numbers Can (and Can't) Tell You About Your Design</a><p>GA4 for UX designers: the design questions GA4 answers, what enhanced measurement misses, and how to read engagement and search data without being fooled.</p></li><li><a href="/en/insights/ga4-measure-product-launch/">How to Measure a Product Launch in GA4: Before/After, Annotations and When You Need an A/B Test</a><p>How to measure a product launch in GA4: before/after traps, a launch measurement plan, annotations, guardrails, holdouts and when you need an A/B test.</p></li><li><a href="/en/insights/ga4-bigquery-export-developers/">GA4 BigQuery Export and Measurement Protocol for Developers: Schema, First Queries and Server-Side Events</a><p>GA4 BigQuery export for developers: linking, daily vs streaming, the nested schema, 5 starter SQL queries, cost control and Measurement Protocol server events.</p></li><li><a href="/en/insights/ga4-ux-research-redesign/">Combining GA4 with Qualitative Research and Measuring a Redesign</a><p>How to combine GA4 with qualitative research (replays, surveys, usability tests) and measure a redesign: before/after traps, A/B tests, guardrails, one-pager.</p></li><li><a href="/en/insights/ga4-for-marketers/">GA4 for Marketers: The Acquisition Questions It Answers and Why Its Numbers Never Match Your Ad Platforms</a><p>GA4 for marketers: user vs traffic acquisition, default channel rules, key events, why GA4 never matches Google Ads or Meta, and 10 standard questions.</p></li><li><a href="/en/insights/ga4-ux-friction-analysis/">Finding UX Friction in GA4: Drop-offs, Devices, Landing Pages and Site Search Step by Step</a><p>UX friction analysis in GA4, step by step: funnel drop-offs, backward paths, device and browser splits, landing pages, site search, forms and an impact score.</p></li><li><a href="/en/insights/ga4-for-product-managers/">GA4 for Product Managers: The Questions It Answers, the Ones It Can't, and How Not to Be Fooled by the Numbers</a><p>GA4 for product managers: the 10 product questions GA4 answers and where, where it stops, and the reading traps (users, key events, sampling, consent) to avoid.</p></li><li><a href="/en/insights/ga4-attribution-marketers/">Attribution in GA4 for Marketers: Models, Conversion Paths and How to Judge Channels Fairly</a><p>GA4 attribution for marketers: the three models left, lookback windows, the attribution reports, and how lift tests and MMM judge channels fairly.</p></li><li><a href="/en/insights/ga4-debugging-qa-developers/">Debugging and QA for GA4: DebugView, Tag Assistant, Network Requests and Automated dataLayer Tests</a><p>GA4 debugging and QA for developers: DebugView, Tag Assistant, reading /g/collect requests, common bugs, a release checklist and automated dataLayer tests.</p></li><li><a href="/en/insights/ga4-tracking-request-product-managers/">How Product Managers Should Ask for GA4 Tracking: From User Story to Event Spec</a><p>How product managers should write a GA4 tracking request: questions first, event specs, naming rules, custom dimensions, Jira templates and a worked example.</p></li><li><a href="/en/insights/ga4-feature-adoption-explorations/">Measuring Feature Adoption in GA4: Funnel, Path, Segment Overlap and Cohort Explorations Step by Step</a><p>Measure feature adoption in GA4 step by step: funnel, path, segment overlap and cohort explorations, reusable segments, and adopters vs non-ad
242opters done right.</p></li><li><a href="/en/insights/experimentation-at-scale-big-tech/">How Booking.com, Amazon, Microsoft, Google, Netflix and Airbnb Experiment at Scale (and What You Can Copy)</a><p>Experimentation at scale at Booking.com, Microsoft, Google, LinkedIn and Netflix: tests per year, win rates, platforms, and the habits you can copy.</p></li><li><a href="/en/insights/start-experimentation-programme-champions-rituals/">Where to Start: Finding Champions, Securing a Sponsor and Setting the Rituals of an Experimentation Programme</a><p>How to start an experimentation programme: secure a sponsor, recruit champions, pick a first area, and copy ritual agendas, a charter and a 90-day plan.</p></li><li><a href="/en/insights/experimentation-programme-momentum/">Building Momentum in an Experimentation Programme: Progress over Perfection</a><p>How to build experimentation programme momentum: raise test velocity, balance quick wins and big bets, celebrate losses, tell results well and restart a stall.</p></li><li><a href="/en/insights/experimentation-operating-models/">Who Owns Experimentation? Choosing an Operating Model: Centralised, Centre of Excellence, Hub-and-Spoke or Federated</a><p>Compare experimentation operating models: centralised, centre of excellence, hub-and-spoke and federated. When each fits, when to move, a RACI and guardrails.</p></li><li><a href="/en/insights/hiring-training-experimentation-team/">Hiring and Training an Experimentation Team: Roles, Skills and an Upskilling Plan</a><p>How to build an experimentation team: the seven roles, a skills matrix, team size by maturity, hire vs outsource, an interview exercise and a training plan.</p></li><li><a href="/en/insights/experimentation-programme-metrics-maturity/">How to Measure an Experimentation Culture: Programme Metrics, a Learning Library and a Maturity Self-Assessment</a><p>Measure your experimentation culture: programme health metrics, a learning library for test results and a 5-level experimentation maturity self-assessment.</p></li><li><a href="/en/insights/experimentation-stakeholder-communication/">How to Talk About Experimentation to Every Stakeholder: Executives, Analysts, Designers, Developers and More</a><p>Experimentation stakeholder communication: what to say, and avoid, with executives, finance, designers, developers and legal, plus answers to 8 objections.</p></li><li><a href="/en/insights/first-90-days-new-cro-role/">Your First 90 Days in a New CRO Role: What to Audit, Who to Win Over and Which Tests to Run First</a><p>A practical CRO 90-day plan for new CRO and experimentation leads: what to audit, which stakeholders to win over, which tests to run first, what to report.</p></li><li><a href="/en/insights/ga4-ecommerce-audit-checklist/">GA4 Audit Checklist for E-commerce: The Checks That Make Your Data Trustworthy</a><p>A GA4 audit checklist for e-commerce: settings, consent mode v2, e-commerce events, revenue reconciliation, BigQuery and tag QA, plus a scoring template.</p></li><li><a href="/en/insights/ab-test-sample-size-duration/">A/B Test Sample Size and Duration: How to Calculate Them and What to Do with Low Traffic</a><p>How to calculate A/B test sample size and how long to run an A/B test: the four inputs, a worked example, the lift your traffic can detect, low-traffic fixes.</p></li><li><a href="/en/insights/experimentation-programme-roi/">Experimentation ROI: How to Build the Business Case for an A/B Testing Programme</a><p>How to calculate experimentation ROI: value sources, a programme model, winner's curse and holdouts, a worked example and how to present the case to a CFO.</p></li><li><a href="/en/insights/optimisation-tool-selection-scorecard/">How to Choose an A/B Testing Tool and the Rest of Your Optimisation Stack: A Vendor-Neutral Selection Scorecard</a><p>A/B testing tool selection guide: a vendor-neutral process, weighted scorecard, pricing models and 3-year TCO for analytics, testing, personalisation and VoC.</p></li><li><a href="/en/insights/ab-test-launch-qa-checklist/">A/B Test QA Checklist: What to Check Before, During and After Launch</a><p>A practical A/B test QA checklist for marketers and developers: what to check before, at, during and after launch, from SRM and flicker to tracking and consent.</p></li><li><a href="/en/insights/ab-testing-mistakes/">10 A/B Testing Mistakes That Fake a Result (and How to Catch Them)</a><p>The 10 A/B testing mistakes that make a result look real when it isn't, from peeking and p-values to SRM and outliers, and how to catch each one in a report.</p></li><li><a href="/en/insights/prompt-built-ab-test-walkthrough/">How to Build an A/B Test with a Prompt: A Step-by-Step Walkthrough</a><p>Prompt-based experimentation, step by step: write the prompt, use an AI A/B test builder, review the generated code, iterate, QA and launch your test safely.</p></li><li><a href="/en/insights/ab-test-guardrail-metrics/">Guardrail Metrics in A/B Testing: How to Choose Them and When to Stop a Test</a><p>Guardrail metrics in A/B testing: how to pick 3â5 for e-commerce, set non-inferiority margins, and when to stop a test early for harm, not for a win.</p></li><li><a href="/en/insights/mobile-ux-audit-ecommerce/">Mobile UX Audit for E-commerce: A Step-by-Step Method to Find What Costs You Sales</a><p>Run a mobile UX audit in two weeks: size the mobile conversion gap in GA4, review each journey stage, check speed, tap targets and forms, then prioritise fixes.</p></li><li><a href="/en/insights/measure-ai-search-visibility/">How to Measure AI Search Visibility: Metrics, Tools and a Monthly Reporting Routine</a><p>How to measure AI search visibility: the AI visibility metrics that matter, prompt panels, GA4 AI referral tracking, tools and a monthly reporting routine.</p></li><li><a href="/en/insights/customer-insights-to-test-backlog/">From Customer Insight to Test Backlog: Writing and Prioritizing A/B Test Hypotheses</a><p>Turn customer research into a strong A/B test hypothesis: triangulate evidence, compare test prioritization frameworks and run a CRO backlog that learns.</p></li><li><a href="/en/insights/llm-survey-analysis/">Analysing Surveys with LLMs: From Open-Ended Answers to Test Hypotheses</a><p>AI survey analysis done right: how LLMs code open-ended answers, where they fail, and an eight-step workflow that turns verbatims into A/B test hypotheses.</p></li><li><a href="/en/insights/product-page-checkout-optimisation/">Product Page and Checkout Optimisation: A Playbook for E-commerce Teams</a><p>Checkout optimization and product page best practices backed by Baymard research: cart abandonment, guest checkout, form fields, payments, tests and EU rules.</p></li><li><a href="/en/insights/ecommerce-kpis-benchmarks/">E-commerce KPIs and Benchmarks: The Metrics That Matter and What Good Looks Like in 2026</a><p>Ecommerce KPIs explained: the 15 metrics that matter, formulas, GA4 names and s
242ourced 2026 benchmarks for conversion rate, AOV, cart abandonment and CLV.</p></li><li><a href="/en/insights/generative-engine-optimization-guide/">The Essential Guide to Generative Engine Optimization (GEO)</a><p>Generative engine optimization (GEO) explained: how AI answers cite sources, what the research shows, AI crawler setup, content, tools and e-commerce steps.</p></li><li><a href="/en/insights/conversion-rate-optimization-guide/">The Essential Guide to Conversion Rate Optimisation (CRO)</a><p>Conversion rate optimization (CRO) explained: how to calculate it, real benchmarks, the CRO process, where e-commerce sales are lost, ROI and AI.</p></li><li><a href="/en/insights/funnel-cohort-analysis/">Funnel and Cohort Analysis: How to Find Where Customers Drop Off and Whether They Come Back</a><p>Cohort analysis and funnel analysis, hands-on: GA4 funnel settings, a worked e-commerce funnel, confidence intervals, retention tables, BigQuery SQL and AI.</p></li><li><a href="/en/insights/personalisation-segmentation-bandits-ab-testing/">Segments, Bandits or A/B Tests? How to Personalise E-commerce with Evidence</a><p>Multi-armed bandit vs A/B testing for e-commerce personalization: segment with rules, RFM or AI, then prove it with holdouts, bandits and contextual bandits.</p></li><li><a href="/en/insights/personalisation-roi-measurement/">Measuring Personalisation ROI: Holdouts, Incrementality and Honest Attribution</a><p>How to measure personalization ROI: why attributed revenue overstates impact, how to size a holdout group, test incrementality and build a personalisation P&L.</p></li><li><a href="/en/insights/synthetic-users-customer-research/">Synthetic Users in Customer Research: What AI Personas Can and Cannot Replace</a><p>Synthetic users in customer research: what the evidence says on AI persona accuracy, where LLM respondents fail, how to validate them and when to use them.</p></li><li><a href="/en/insights/product-analytics-guide/">The Essential Guide to Product Analytics</a><p>What product analytics is and how to use it: event data model, tracking plans, funnel and cohort analysis, retention, North Star metric, tools and AI in 2026.</p></li><li><a href="/en/insights/ecommerce-personalisation-use-cases/">The E-commerce Personalisation Playbook: 25 Use Cases by Journey Stage</a><p>25 ecommerce personalization use cases by journey stage, with the data each needs, effort, risk and how to test it, plus EU pricing and consent limits.</p></li><li><a href="/en/insights/ai-agents-experimentation-workflow/">AI Agents in Experimentation: What They Do at Each Step, What Vendors Ship and Where Humans Stay in Charge</a><p>AI agents in experimentation, step by step: research, hypotheses, test builds, QA and analysis, what Optimizely, Kameleoon and VWO ship, MCP and the risks.</p></li><li><a href="/en/insights/ga4-personalisation-segments/">How to Find Personalisation Segments in GA4 (and Know Which Ones Are Worth It)</a><p>Find personalisation segments in GA4: explorations, audiences, predictive audience thresholds, BigQuery RFM, and a method to rank segments by real opportunity.</p></li><li><a href="/en/insights/ai-search-optimisation-ecommerce/">AI Search Optimisation for E-commerce Brands: How to Get Your Products Found and Recommended by AI Assistants</a><p>AI search optimization for e-commerce: how ChatGPT shopping, Google AI Mode and agentic checkout pick products, the feed checklist and how to track AI sales.</p></li><li><a href="/en/insights/ai-search-visibility-market-2023-2026/">The AI Search Visibility Market, 2023â2026: GEO Tools, Funding, Deals and Where Value Goes Next</a><p>GEO tools and the AI search market, 2023â2026: AI visibility tool segments, verified funding rounds, AdobeâSemrush and other deals, pricing and what comes next.</p></li><li><a href="/en/insights/ecommerce-product-recommendations/">Product Recommendations That Actually Add Revenue: Types, Placement and How to Measure Them</a><p>E-commerce product recommendations explained: types, algorithms, placement, merchandising rules and how to measure incremental revenue with a holdout test.</p></li><li><a href="/en/insights/onsite-survey-design/">On-Site Survey Design: How to Build Website Surveys People Answer</
242a><p>On-site survey design that gets answers: triggers, question wording, length, sample size, NPS/CSAT/CES placement, mobile, GDPR and turning answers into tests.</p></li><li><a href="/en/insights/ecommerce-acquisition-retention-channels/">The Essential Guide to E-commerce Acquisition and Retention Channels</a><p>Every e-commerce acquisition and retention channel explained: paid search, social, marketplaces, SEO, AI, email, SMS, loyalty, and how to measure them.</p></li><li><a href="/en/insights/web-analytics-guide/">The Essential Guide to Web Analytics</a><p>Web analytics explained: how it works, the e-commerce metrics that matter, measurement plans, attribution, consent and data quality, tools and AI in 2026.</p></li><li><a href="/en/insights/how-ga4-works/">Beyond the Numbers: How GA4 Actually Works</a><p>How Google Analytics 4 really works: events, cookies and User-ID, sessions, consent mode, processing delays, HLL++ estimates, attribution and BigQuery.</p></li><li><a href="/en/insights/ecommerce-market-equation/">Understanding the E-commerce Market Equation</a><p>The e-commerce equation explained: sessions à conversion à order value, the online share of retail, returns, costs and which lever moves profit most in 2026.</p></li><li><a href="/en/insights/ab-test-statistical-models/">A/B Testing Statistics for Marketers: The Models, When to Use Each, and How AI Can Help</a><p>A/B testing statistics explained for marketers: significance, sample size, frequentist, sequential, Bayesian and bandit models, which tools use which, and AI.</p></li><li><a href="/en/insights/web-analytics-for-product-owners/">The Essential Guide to Web Analytics for Product Owners</a><p>Web analytics for product owners: North Star and guardrail metrics, tracking plans, funnels, adoption and retention, opportunity sizing, experiments and AI.</p></li><li><a href="/en/insights/dom-manipulation-ab-testing-marketers/">DOM Manipulation for A/B Testing: The Marketer's Guide to Changing Web Pages Safely</a><p>How visual-editor A/B tests change web pages: the DOM, selectors, what to change yourself, flicker, speed, accessibility, QA and AI editors, in plain English.</p></li><li><a href="/en/insights/ecommerce-custom-dimensions/">Which Custom Dimensions to Collect in Your E-commerce Analytics</a><p>Which custom dimensions to collect in e-commerce analytics: GA4 limits, a shortlist of 16 dimensions, cardinality, naming, data layer and privacy rules.</p></li><li><a href="/en/insights/experimentation-culture/">How to Build a Culture of Experimentation</a><p>Why most test programmes stall and how to build an experimentation culture: leadership, safety, operating models, guardrails and a 90-day plan for any team.</p></li><li><a href="/en/insights/dom-manipulation-ab-testing-developers/">Advanced DOM Manipulation for A/B Tests: A Developer's Guide to Robust, Fast and Safe Variations</a><p>Write robust A/B test variation code: selectors, MutationObserver, SPAs and React hydration, flicker, Core Web Vitals, XSS and CSP, tracking, QA and Playwright.</p></li><li><a href="/en/insights/web-analytics-for-product-designers/">The Essential Guide to Web Analytics for Product Designers</a><p>Web analytics for product designers: HEART and SUS metrics, heatmaps and session replay, funnels and forms, Core Web Vitals, accessibility, A/B tests and AI.</p></li><li><a href="/en/insights/client-side-vs-server-side-ab-testing/">JavaScript Injection vs Client-Side vs Server-Side A/B Testing: How to Choose</a><p>JavaScript injection, client-side SDK, server-side and edge A/B testing compared: flicker, page speed, SPAs, caching, Safari, SEO, vendors and how to choose.</p></li><li><a href="/en/insights/personalisation-guide/">The Essential Guide to Personalisation</a><p>What personalisation is and how to do it well: levels, data, methods, a 7-step process, measuring with holdouts, privacy and pricing rules, and common mistakes.</p></li><li><a href="/en/insights/web-personalisation-guide/">The Essential Guide to Web Personalisation</a><p>How to personalise your website: use cases, signals, rules vs bandits, testing with holdouts, flicker and page speed, SEO and accessibility, and a roadmap.</p></li><li><a href="/en/insights/tag-management-market-2007-2026/">The Tag Management Market, 2007â2026: Free Containers, Server-Side Tagging, Consent and Where V
242alue Goes Next</a><p>20 years of tag management: Google Tag Manager, Tealium, Adobe, Ensighten, Commanders Act, server-side hosts and consent. Market size, M&A, pricing, AI and PE plays.</p></li><li><a href="/en/insights/server-side-gtm-ecommerce/">Server-Side Google Tag Manager for E-commerce: What It Fixes, What It Costs</a><p>How server-side Google Tag Manager works, what it improves, what it does not fix, hosting costs, Google tag gateway, consent and an 8-step set-up for e-commerce.</p></li><li><a href="/en/insights/tag-management-guide/">The Essential Guide to Tag Management</a><p>How tag management works: tags, triggers, data layers, performance, data loss, server-side tagging, Consent Mode v2, PCI DSS script rules and choosing a tool.</p></li><li><a href="/en/insights/digital-analytics-market-1995-2026/">The Digital Analytics Market, 1995â2026: Web, Product and Experience Analytics, and Where Value Goes Next</a><p>30 years of analytics tools, from Google Analytics and Adobe to Amplitude and Contentsquare: market size, M&A, private equity and where value goes next.</p></li><li><a href="/en/insights/voice-of-customer-guide/">The Essential Guide to Voice of Customer (VoC)</a><p>What Voice of Customer is and how to run it: methods, NPS vs CSAT vs CES, 8 steps, survey design, sample sizes, AI analysis and linking VoC to A/B tests.</p></li><li><a href="/en/insights/user-consent-ecommerce-2027/">User Consent in E-commerce: Everything to Know Before 2027</a><p>Cookie consent rules in the EU, UK and US, fines, banner design, consent rates, Consent Mode, A/B testing and what changes in 2027 for e-commerce teams.</p></li><li><a href="/en/insights/personalisation-market-2000-2026/">The Personalisation Market, 2000â2026: Platforms, Deals, AI and How E-commerce Teams Should Choose</a><p>Personalisation market map 2026: eight segments, the deals from Omniture to OpenAIâStatsig, AI decisioning, the evidence, and how e-commerce teams should choose.</p></li><li><a href="/en/insights/voice-of-customer-market-2000-2026/">The Voice of Customer Market, 2000â2026: Platforms, Deals, AI and How E-commerce Teams Should Choose</a><p>VoC market map 2026: seven segments, QualtricsâPress Ganey, Medallia's reset, AI feedback analytics, and how e-commerce directors should pick a tool.</p></li><li><a href="/en/insights/session-replay-guide/">Session Replay in 2026: Why You Need It, How to Choose a Tool, and What Changes with AI</a><p>What session replay is, why you need it, how to compare Clarity, Contentsquare, FullStory, PostHog and others on free plans, and how to choose in the AI era.</p></li><li><a href="/en/insights/ab-testing-tool-market-2006-2026/">The A/B Testing Tool Market, 2006â2026: Size, Funding, M&A and What Comes Next</a><p>20 years of the A/B testing software market: market size, $4B+ of deals, investors, Optimizely, VWO, AB Tasty, Statsig, Google Optimize, and what comes next.</p></li><li><a href="/en/insights/ab-testing-guide/">The Essential Guide to A/B Testing</a><p>What A/B testing is and how to run tests you can trust: the 8-step process, sample size, statistical significance, 10 common mistakes, tools and examples.</p></li><li><a href="/en/insights/prompt-based-experimentation-c-level-agenda/">Why Prompt-Based Experimentation Belongs on the C-Level Agenda</a><p>AI now builds A/B test variants from a prompt. Our 19-test study, the 2026 vendor update and a clear ROI scenario show why test velocity is a board issue.</p></li><li><a href="/en/insights/prompt-based-experimentation-efficacy/">How AI Is Reshaping A/B Testing: What 19 Prompt-Built Tests Tell Us About Speed, Quality and Limits</a><p>We rebuilt 19 real A/B tests with AI prompts: 89% less build time, 11 of 19 at 90%+ fidelity. Where prompt-built tests fail, and how to QA them in 2026.</p></li><li><a href="/en/insights/voice-of-customer-missing-layer-optimization-strategy/">Voice of Customer: The Missing Layer in Every Optimization Strategy</a><p>Why CRO teams measure behaviour but miss the why: Voice of Customer methods, Baymard abandonment data, A/B test win rates, AI analysis and a 30-day plan.</p></li><li><a href="/en/insights/experimentation-manifesto-democratization/">The Experimentation Manifesto: Three Values and 16 Principles for a Test-and-Learn Culture</a><p>The Experimentation Manifesto: 3 values and 16 principles to build an experimentation culture and CRO program, with win-rate evidence, a maturity model and AI.</p></li></ul><h2>Podcast</h2><ul><li><a href="/en/podcast/studio-001/">Frédéric De Todaro â Chief Product Officer, Kameleoon</a></li><li><a href="/en/podcast/studio-002/">Alexander Bregman â Group Product Manager, EV Navigation, TomTom</a></li><li><a href="/en/podcast/studio-003/">Delphine Clavery â Lead Product Designer, Digital Factory Magasin, Carrefour</a></li><li><a href="/en/podcast/studio-special/">Geoffrey Bell â Experimentation Product Specialist, Ford Credit</a></li><li><a href="/en/podcast/studio-004/">Hubert Wassner â Chief Statistician Officer, AB Tasty</a></li><li><a href="/en/podcast/studio-005/">Marine Aubert-Le Lagadec â Lead Product Designer, SGCIB (Société Générale CIB)</a></li><li><a href="/en/podcast/visio-001/">Geoffrey Bell â Program Manager, Experimentation, Microsoft (Xbox)</a></li><li><a href="/en/podcast/visio-002/">Luke Frake â User Growth Lead, Spotify</a></li><li><a href="/en/podcast/visio-003/">Sadie Neve â Senior Optimisation Manager, Tesco</a></li><li><a href="/en/podcast/visio-004/">Sandip Amlani â Global Optimisation Manager, Cisco</a></li><li><a href="/en/podcast/visio-005/">Iulian Vasilisca â Technical Product Manager, Experimentation Platform, Glovo</a></li><li><a href="/en/podcast/visio-006/">Johann van Tonder â COO, AWA Digital</a></li><li><a href="/en/podcast/visio-007/">May Chin â Head of Product â Growth, Experimentation & Analytics, Zalora</a></li><li><a href="/en/podcast/visio-008/">Pavel Brecik â Product & UX Director, MallGroup</a></li><li><a href="/en/podcast/visio-009/">Ananthnag Ballapalli â Group Manager, Experimentation, Digital & Product Analytics, Adobe</a></li><li><a href="/en/podcast/visio-010/">LuÃs Trindade â Principal Product Manager, Experimentation, Farfetch</a></li><li><a href="/en/podcast/visio-011/">Katie Richman â Global Partnerships Lead, New Product Experimentation, Meta</a></li></ul></main></div> 243 244 <!-- Microsoft Clarity Analytics - delayed 3s and wrapped for error handling --> 245
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