EP7: Test Smarter, Grow Faster: Nicole Storey on Experimentation

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EP7: Test Smarter, Grow Faster: Nicole Storey on Experimentation

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Summary

In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale sit down with Nicole Storey, Co-Founder and Head of Experimentation at Hookflash, to reveal how experimentation can transform website performance and customer experience. Nicole breaks down why running tests without a clear hypothesis wastes time, how to align SEO insights with on-site experience, and why “losing” tests can be the most valuable lessons. She shares practical frameworks for data-driven decision-making, creating tailored landing pages, and building a culture that drives sustainable growth. Tune in to learn how experimentation can turn insights into real business results. Key takeaway: Experimentation with a clear hypothesis turns website data into actionable insights that drive real business growth.

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