The GAIN Conversion Podcast

What does experimentation look like when you’re optimising one of the biggest retail sites in the world? In this episode, we talk with Kevin Washington (former Director of Product Management over Experimentation at Best Buy) about how large e-commerce teams think about testing when revenue comes from multiple directions: purchase conversion, retail media, and marketplace growth. We cover: The “job...

In this episode of the Conversion Podcast, Matt is joined by Colin, Vice President of North America at Kameleoon , to explore prompt-based experimentation (PBX) and how AI is transforming the way experiments are built and launched. Colin breaks down what PBX is, how it connects AI-driven “vibe coding” with experimentation, and why the build phase has long been the biggest bottleneck for experiment...

Setting the scene for this one and diving right in. Tim talks about successful experimentation being cultivated, not designed or manufactured and why building adoption for experimentation (or any organisational change) comes down to a simple question: are you on the soapbox or are you driving the bus? Tim breaks down why correcting people (“you’re doing it wrong”) creates defensiveness, why the “s...

In this episode, Matt sits down with Tim Mehta, Experimentation PM at Minecraft, to discuss how one of the world's biggest games approaches growth and testing. Tim shares his journey from agency life to big tech (Microsoft, Lucid) and reveals the inner workings of Minecraft's experimentation program. We dive deep into:• The "Spillover Effect": Unique challenges of A/B testing in...

Join host Matt Wright with Brent Kostak and David Arbour from Adobe as they reveal how the new Experimentation Accelerator is transforming digital experimentation through AI automation , causal insights , and agentic workflows . Learn how Adobe is helping brands scale testing velocity, uncover deeper experiment insights, and unify teams across marketing, product, and analytics. Featuring early bet...

Are your experiments too safe? In this coffee break episode of The Conversion Podcast , Matt and Steven reveal how to build an experimentation “risk profile” that balances safe, incremental wins with bold bets your competitors are too nervous to run. You’ll learn why treating your test backlog like an investment portfolio unlocks competitive advantage, how A/B testing acts as your safety net, and...

When your paid ads promise one thing and your landing page says another, conversions suffer. In this episode of The Conversion Podcast , Matt and James dig into a classic - yet often overlooked - challenge in digital marketing: maintaining a consistent “scent trail” from ad to landing page. The case study centres on a SaaS brand running heavily paid search campaigns, both branded and non-branded....

Sometimes, the “no-brainer” ideas turn out to be… not so smart. In this episode of The Conversion Podcast , Matt and James break down a fascinating experiment run on KitchenAid’s iconic stand mixers — one that proves why you should never skip testing, even when you’re certain the idea will win. The team merchandised a 90-day money-back guarantee on product and listing pages, expecting to reduce bu...

In this bonus episode of the Conversion Podcast, James shares a fascinating case study about using video to improve product comprehension for a tech product, a cell phone signal booster. We discuss the results of running experiments that tested video placement on landing pages and product pages, revealing unexpected insights about video’s effect on conversions. By iterating and testing in differen...

HP’s Instant Ink has revolutionized the ink cartridge industry, offering consumers up to 50% savings and the convenience of never running out of ink. Launched in 2013, it now boasts over 10 million subscribers across 38 countries. In this episode, Sovrin Tolia, HP's Head of Product, and Stephane Bardin, Worldwide Product Manager, dive deep into the secrets of Instant Ink’s rapid growth and success...

From CRO to Decision-Making: How to Truly Unlock Value from Experimentation In this episode of The Conversion Podcast , we explore how experimentation can go beyond simple conversion rate optimization (CRO) to become a powerful decision-making and risk management tool . We dive into: Why experimentation isn’t just for optimizing pages — it’s for making big, bold business decisions How to frame exp...

Prioritization That Works: How to Turn Your Experiment Backlog into Real Wins If you could wave a magic wand and design the perfect experiment prioritization system, what would it look like? In this Coffee Break episode of The Conversion Podcast , we explore exactly that. Stephen and Matt dive deep into why prioritization is one of the most overlooked levers for driving conversion program success....

How mature is your experimentation program, really? In this episode of the Conversion Podcast – Coffee Break Edition , Matt is joined by Steph , Senior Consultant at Convergent, to discuss how companies can better evaluate and grow their A/B testing and digital experimentation programs using a new, evolved maturity framework . They break down: The 5 stages of experimentation maturity (Reactive to...

Using Friction to Drive Conversions A Surprising Experiment That Increased Leads by 9% In this bonus episode of The Conversion Podcast , James shows us one of his top five most fascinating experiments, and it’s all about friction . Instead of streamlining the user experience, James intentionally added a step in a lead generation funnel using behavioral psychology: commitment bias and the foot-in-t...

You can find the full transcript for this episode and video here. Is perfect testing slowing down your business?  In this episode, James Flory breaks down the difference between pragmatic and purist approaches to experimentation and why focusing on speed, context, and decision-making matters more than statistical perfection. Discover how to select the optimal testing method, foster organizational...