Who is Widerfunnel?

Simply put, we’re a group of people who believe that evidence-based decisions get the best results.

We’ve seen the business world hold on to myths and legends for far too long. The “big idea” syndrome without evidence has been the hallmark of decision-making in many organization.

But we know there’s a better way: using scientific experimentation as the crucible for decision-making in all areas of business. 

Since 2007, our goal has been to help enterprise brands make more confident decisions by designing more insightful experiments and co-creating better experimentation programs.

Widerfunnel’s milestones

2007 2007 2008 2009 2009 2010 2012 2013 2014 2017
2007

Widerfunnel launched

Chris Goward launched Widerfunnel as the “anti-agency” with a promise never to make a recommendation we wouldn’t test to ensure we are always delivering proven value.

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2007

Widerfunnel hired by SAP and Tourism British Columbia

Our commitment to experimentation rather than advice immediately caught the attention of enterprise brands.

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2008

Widerfunnel hired by Google

The efficiency of our methodology was tested when Google hired us to optimize landing pages for their high traffic Adwords advertisers.

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2009

The LIFT Model® launched

We realized early that framework thinking helps create consistent results. The LIFT Model framework was designed to help planners understand the perspective of the customer at every touchpoint.

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2009

First authorized consultancy for Google Website Optimizer

Not only did we help Google develop their marketing plan for Website Optimizer, we became their first authorized consultant agency.

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2010

Optimizing the Olympics Store

Widerfunnel was selected as the conversion rate optimization company for the 2010 Winter Olympics ecommerce store.

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2012

First authorized consultancy for Optimizely

Continuing our string of enterprise partnerships, Chris Goward partnered with Optimizely’s Founders to create a partnership program with Widerfunnel as the first approved agency partner.

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2013

You Should Test That! published; becomes Amazon best-seller

After several years of requests from publishers, Chris agreed to Wiley’s request to write his first book. You Should Test That! became an instant industry-standard guide.

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2014

Friday Awesome series launched

Inspired by his experience as a member of Entrepreneur’s Association, Chris designed team-building traditions that have attracted great talent and led to incredible company culture.

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2017

Chris Goward gives a keynote presentation at his 300th event

Since 2007 Chris has been invited to share insights from our experimentation programs at hundreds of conferences and online events worldwide.

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An engaged team of experts

We’re a tightly-knit team of experts who love what we do.

Our clients often tell us that our meetings are their favorite part of the week. There’s one reason for that: our team of likeable experts. 

We view our clients as partners and always do what’s in their best interest. We bring that unique Canadian niceness combined with startling insights that will make you say, “A-ha!”

All of our decisions are guided by the core values that we co-created as a team. We created them based on how our clients describe us and the most important things we refuse to compromise.

Curiosity WE LEARN AND IMPROVE ALWAYS.
Integrity WE DO WHAT’S BEST
FOR OUR CLIENTS
AND EACH OTHER.
Maverick WE DARE TO CHALLENGE OLD IDEAS.
Grit WE PERSEVERE THROUGH ANY OBSTACLE.
Real WE SEEK AND
SHARE TRUTH
WITH HUMILITY.

How it began: the Widerfunnel story

In the early 2000s, Chris Goward was building direct response and digital campaigns for clients on behalf of some of the world’s top advertising agencies. But he was growing increasingly frustrated with agencies’ lack of accountability or concern for results. They seemed to be motivated to maximize client billings for minimum work, with the only goal of winning awards for ‘cleverness.’ 

The result was companies spending huge budgets to attract visitors to terribly converting digital experiences. Testing and researching customer experience principles was an after-thought. “Marketers were so unaware of the potential on their websites and how to use them as powerful sales engines,” Chris explains.

Chris had been discovering design and persuasion principles by A/B testing direct mail and email, and developing data-driven marketing practices. He was creating sophisticated personalized and persuasive experiences, but top executives at the agencies didn’t care. 

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“I believed that we could apply the principles of experimentation to marketing in general, starting with the web,” says Chris, “but agencies were incentivized to not be measured.”

So, he envisioned a new company, Widerfunnel, that would have a clear purpose: 

To prove evidence-based decisions get the best results.

Chris was determined to bake testing into the company’s DNA. “My goal was to create and discover the best process and ‘thinking frameworks’ to harness the power of experimentation—and to create a program to train experts to run those frameworks.”

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Today, Widerfunnel is a leading experimentation company and partner to insight-driven brands. We work with these organizations to implement, scale, and accelerate experimentation programs. 

Since 2007, we have been refining the process that enables our clients to apply experimentation to business decision-making—reducing risk, driving growth, and generating a continuous stream of insights.

Our frameworks, including the LIFT Model®, the Infinity Experimentation Process™, the PIE Prioritization Framework™, and MotivationLab™, are known throughout the industry and used by companies like Microsoft, HP, The Motley Fool and Dollar Shave Club.

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Our network: the GO Group

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In 2010, Widerfunnel in the US and KonversionsKraft in Germany co-founded an international network of the world’s best experimentation companies for the purpose of knowledge sharing and creation of best practices among the partners.

Now known as the GO Group, the network has become an international consultancy that offers experimentation services to enterprise multinational companies.

The Group carefully selects new partners based on having the best expertise, market
importance, and overall contribution to servicing clients and sharing knowledge.

GO> NORTH AMERICA go-logo-1
GO> GERMANY go-logo-1
GO> AUSTRALIA & NEW ZEALAND go-logo-1
GO> UNITED KINGDOM & THE REPUBLIC OF IRELAND go-logo-1
GO> SCANDINAVIA go-logo-1
GO> INDIA go-logo-1
GO> JAPAN & GO> HONG KONG go-logo-1
GO> FRANCE go-logo-1

Learn how our services can help you

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