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.
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.
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.
“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.”
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.
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.
