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EP249: How To Build An Experimentation Culture In Ecommerce, With Trainline's Experimentation Lead Hannah Tickle
Manage episode 431637083 series 2581854
James & Paul interview Hannah Tickle, an experienced experimentation leader who's currently the Experimentation Team Lead at Trainline.
The episode discusses the role of experimentation in ecommerce, the importance of ownership of within organisations, and the impact of hypotheses, testing speed, and data analysis.
Hannah shares insights on building a culture of experimentation and the benefits of using a custom testing stack. She also touches on the challenges of incorporating user feedback and the importance of understanding the limitations of qualitative research.
Takeaways:
- True experimentation is essential for ecommerce businesses to improve strategic planning and prioritise product development.
- Experimentation should be centralised to ensure accessibility and consistency.
- Strong hypotheses are data-backed and focus on testing concepts rather than specific things.
- Testing should be fast, light, and big, with a focus on impactful changes rather than small tweaks.
- Understanding and analysing data is crucial for effective experimentation, and it's important to consider both quantitative and qualitative feedback.
- Building a culture of experimentation requires consistency, responsiveness, and support from senior leadership.
279 Episoden
EP249: How To Build An Experimentation Culture In Ecommerce, With Trainline's Experimentation Lead Hannah Tickle
Inside Commerce: Ecommerce Strategy, CX and Technology Podcast
Manage episode 431637083 series 2581854
James & Paul interview Hannah Tickle, an experienced experimentation leader who's currently the Experimentation Team Lead at Trainline.
The episode discusses the role of experimentation in ecommerce, the importance of ownership of within organisations, and the impact of hypotheses, testing speed, and data analysis.
Hannah shares insights on building a culture of experimentation and the benefits of using a custom testing stack. She also touches on the challenges of incorporating user feedback and the importance of understanding the limitations of qualitative research.
Takeaways:
- True experimentation is essential for ecommerce businesses to improve strategic planning and prioritise product development.
- Experimentation should be centralised to ensure accessibility and consistency.
- Strong hypotheses are data-backed and focus on testing concepts rather than specific things.
- Testing should be fast, light, and big, with a focus on impactful changes rather than small tweaks.
- Understanding and analysing data is crucial for effective experimentation, and it's important to consider both quantitative and qualitative feedback.
- Building a culture of experimentation requires consistency, responsiveness, and support from senior leadership.
279 Episoden
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1 EP278: Optimising Ecommerce Returns & Exchanges, with Oh Polly Customer Journey Manager Emily Mcmorran & Loop's Senior Product Manager Samir Kamnani 45:44
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1 EP277: Founder Interview > How Order Editing Is Transforming Post Purchase CX, Improving Returns & Reducing Customer Support Tickets 53:28
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1 EP276: From Monolith To Composable: SportsShoes CTO On Delivering Digital Transformation & Managing Operational Change At Scale 52:21
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1 EP275: The Current State of AI in Ecommerce And Where We’re Headed With Visual Content Generation for Brands 42:02
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1 EP274: Ecommerce Vendor Strategy Update: Leadership Interviews With BigCommerce, Shopify, Centra, Commerce Layer, Scayle, Remarkable & Shopline 1:54:39
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1 EP273: Look Fabulous Forever MD On Building True Customer Loyalty Through Brand, Product Expertise & Excellent Customer Service 52:31
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1 EP272: The Evolution of Ecommerce Replatforming - Insights & Advice Based On Project Experience 38:40
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1 EP271: Economic Factors Impacting Ecommerce in 2025 + 6 Key Trends Ecommerce Teams Should Be Thinking About 45:14
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1 EP269: Delivering One Of The Industry's Biggest SaaS Migrations With More Than 1 Million Products, with World Books Product Director 50:33
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1 EP268: Unified Commerce: What Does It Really Mean? Unpicking The Latest Ecommerce Buzzword To Focus On What Matters To Ecommerce Businesses 37:01
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1 EP267: Re-engineering Pangaia’s Shopify Storefront to Increase Operational Efficiency, with Commerce UI CTO Michal Klim 44:33
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1 EP265: Delivering A Smarter CX: Integrating AI Chatbots Into Onsite User Journeys To Improve Product Discovery, with Asklo 41:53
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1 EP264: What Should Ecommerce Brands Be Reporting On, And Why, With OmniCommerce's Consulting Director Joe Fletcher 41:18
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