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An Introduction to the Widerfunnel PACET Framework

By: Chris Goward Last updated: July 5th, 2021 3 min. read

  • Conversion Rate Optimization

At its peak maturity, experimentation is a cultural mindset that spans across organizational departments, marketing channels, and throughout executive management.

– Chris Goward in his #Opticon18 presentation: You are the catalyst: Optimization Champions’ keys to success

The 5 pillars of an effective experimentation program

Cross-organization experimentation requires a scaling strategy. It requires focused intention, a multi-pronged approach to your process, your metrics, your culture, your expertise, and your tech stack.

Based on years of analysis of experimentation programs, and through surveying Optimization Champions at organizations all over North America in “Harnessing the experimentation mindset 2019” report, we’ve identified what makes the most successful programs gain traction across departments, across activities.

And it’s called the PACET℠ framework.

WiderFunnel’s PACET℠ Framework

By focusing on the five core pillars of process, accountability, culture, expertise, and technology, you can scale and mature your experimentation program. Our findings informed WiderFunnel’s framework: PACET℠. And it includes these five pillars:

Process

This pillar includes an organization’s experimentation protocol and methodology, process for ideation and prioritization, experiment design, and measurement of success.

Accountability

The most mature organizations keep process and accountability at the core of their experimentation strategy, fuelling how experiments are developed, and results are analyzed, understood, and leveraged.

Culture

Culture is crucial when defining experimentation maturity: Does your organization celebrate testing and learning? Are people encouraged to try (and fail) and try again?

This pillar includes organizational buy-in for experimentation, program support from the C-level, and cross-team participation in an experimentation program.

Expertise

An experimentation program needs expertise and resources. The amount of time and full-time team members dedicated to experimentation is reflective of an organization’s maturity.

This pillar includes people and skill sets: strategists, analysts, designers, developers, project managers, product owners, third-party partners, as well as hours dedicated to experimentation.

Technology

Experimentation maturity requires a well-rounded technology stack. Experimentation and personalization tools, visitor engagement tools, customer data tools, project management tools. Mature organizations have the right tools in place to ensure they can develop the best possible hypotheses and have reliable data.

Your first step is to evaluate how developed each of these core pillars are within your organization, so you can set your sights on your future growth.

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