[SHORT] How Experimentation and CRO Will Evolve in 2025 with Jonny Longden

Tool Misconceptions

Misconceptions about tools in experimentation often lead businesses astray. Jonny Longden emphasizes that experimentation should not be equated solely with A/B testing or specific software. He argues that businesses often simplify processes by associating them with tools, which can limit strategic growth 1. Instead, he suggests starting with clear goals and objectives, much like the focused mission of putting a man on the moon, to ensure experiments are meaningful 2.

The starting point is having a really clear understanding of goals and objectives and mapping those to things that you might want to do.

--- Jonny Longden

This approach prevents the common pitfall of beginning with data or tools, which may not align with strategic intentions.

   

Supportive Tools

Tools should support, not define, strategic experimentation efforts. Jonny Longden advises against starting with tools or data, as they can misguide the experimentation process. He advocates for a mindset where tools are selected to support pre-defined strategic goals, rather than dictating them 2.

You should never start out with data, you should never start out with the experimentation, because the things you want to do and the way that you want to try doing them, the way you want to trial them and learn might not be possible in an experiment, but it doesn't mean you shouldn't do it.

--- Jonny Longden

This ensures that experimentation remains a tool for learning and growth, rather than a checkbox exercise.