How To Build An Experimentation Culture

Learn how to foster an experimentation culture in your organisation to drive growth. Boost your business success through data-driven decisions.
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Do you want to drive growth for your organisation by creating a culture of experimentation?

Testing or growth experimentations are critical in learning quickly and moving towards progress. However, it can be challenging to implement testing in practice. If your team isn’t aligned around experimentation, they may perceive testing as additional work.

This article explores how to create a growth experimentation culture that can help your team develop a habit of testing.

The more procedural experimentation becomes, the more people will be ready and able to test.

Keep reading to learn how to build an experimentation culture and create great products continuously as a team through iteration.

Why an Experimentation Culture is Valuable

An experimentation culture has many benefits. When testing is baked into your regular processes, you automatically test without thinking about it.

Here are just a few of the benefits of creating a culture of experimentation:

  • You’re more likely to discover positive product changes.
  • Hierarchy doesn’t dictate product decision-making.
  • Your team members feel motivated to come to work.

But it’s not as easy as telling your team to test more. Building an experimentation culture takes time and effort. You have to create the right habits to enable your team to reliably iterate and create the best versions of your products.

How to Build an Experimentation Culture

Creating an experimentation culture takes a few steps. You have to introduce new practices gradually to get your team onboard with an experimentation culture.

The following steps can help your team build a foundation for constantly testing and improving your products:

Step 1: Start Small

Instead of focusing on a big goal such as revenue growth, start by focusing on something smaller and testable.

Setting actionable experiment goals allows your team to move forward with testing, rather than getting stuck in abstract objectives like “growth.”

Identify your high-level goal, what needs to happen to achieve this goal, and an A/B test you can implement to meet your goal.

Step 2: Practice Good Experiment Hygiene

Creating a standardised format for every test your team runs is crucial to establishing a strong culture of experimentation.

Ensure that your team tests one thing at a time, knows how to measure results, and establishes a time frame.

Thinking about these details before experiments begin will keep your team’s tests running smoothly with few to no errors.

Step 3: Communicate Results Back to Your Team

Sharing experiment results builds momentum around experimentation.

Communicating outcomes as a team helps you celebrate wins, identify areas that require improvement and refine your testing processes.


Creating a culture of experimentation is crucial for driving growth in your organisation.

Start small, practice good experiment hygiene, and communicate your results as a team.

When you develop a culture of frequent experimentation, your team will have a greater chance of finding ways to add positive product value for your users.

With the right habits in place, your team can continuously create great products through iteration.

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