Jonny Longden

Speero

I spearhead and evangelise a global experimentation-led-growth movement, building a thriving community around associated media platforms with the Speero brand/agency as the driving force.

Chief Growth Officer

Boohoo Group PLC

Led the product management, strategy, development, and execution for the front-end websites and apps of four major fashion retail brands (Boohoo, Boohoo Man, Pretty Little Thing, Karen Millen), overseeing a team of 180+ product owners, delivery managers, UX designers, engineers, and analysts.

> Transformation from a traditional IT model to an Agile product operating model fueled by product discovery and experimentation, fostering a culture of data-driven decision-making.

> Complex re-platforming project to a unified headless architecture, enhancing scalability and performance.

Group Digital Product Director

Journey Further

Built and led a high-performing team of 20+ product managers, digital experience/UX, experimentation  and front-end development professionals, delivering over £1.6m in annual recurring revenue (ARR). Provided strategic consulting and hands-on execution for a diverse portfolio of clients, including eCommerce, technology, travel, B2B, SAAS and others

> Developed and implemented product, experimentation and ideation programs for leading brands such as GHD, La Mesa RV, Bookshop.org, ECCO Shoes, Intuit (Quickbooks), and BigChange.

> Advised C-level executives at major companies like Intuit, O2, Flutter/Sky Bet, Zalora, and Trainline on product operating model transformation, product discovery methodologies, and experimentation strategies.

Digital Experience Product Director

Principal Hotel Company

Owned the P&L and product leadership for the website and all digital marketing activities, with a focus on driving direct bookings and reducing reliance on online travel agents (OTAs). Led the digital transformation of the company, championing a data-driven and experimentation-led approach.

> Achieved a 60% increase in direct booking revenue within two years and a 26% improvement in loyalty member bookings, through digital experience innovation and improvement. 

> Instigated full re-platforming of the website and booking engine, enhancing user experience and conversion rates, including new development agency resources.

> Pioneered new methods for measuring and optimizing media spend, maximizing return on investment (ROI).

Head of Ecommerce, Digital Product & Analytics

Built and led a team responsible for product discovery, analytics, and experimentation within a newly established technology center of excellence, supporting all aspects of Sky's commercial operations, including Sky Sport and Sky News. Overseeing product strategy and discovery for a team of over 600 software engineers. 

> Developed and implemented a pioneering methodology for embedding product discovery and experimentation within Agile development processes.

> Transformed the optimization and eCommerce capabilities to support a 100% ReactJS technology policy across Sky.com.

> Designed innovative methods for optimizing digital transformation objectives, leveraging data and experimentation to drive customer self-service and reduce assisted interactions.

Head of Digital Product Experimentation

Visa Europe

Led the development and implementation of the commercial product planning, analytics and experimentation strategy for the V.me digital wallet (now Visa Checkout) across 22 European markets. Built and managed a multi-disciplinary team responsible for measuring product performance, identifying opportunities for improvement, and driving adoption among merchants and consumers.

> Developed a comprehensive performance framework, KPIs, and operating model to track and optimize the product's commercial success.

> Defined the roadmap for the evolution of the data technology infrastructure, including the integration of online and offline data sources and the use of big data technologies.

> Collaborated with merchant clients to implement experimentation programs and optimize their integration with the digital wallet.

Head of Digital Product Analytics & Experimentation (Visa Checkout)

R/GA

Led digital transformation initiatives for Fortune 500 clients across diverse sectors, including telecommunications, retail, FMCG, and financial services. Provided strategic consulting services, leveraging data and analytics to drive business growth and improve customer experience.

> Developed and implemented digital product strategies for key clients, including O2, Mastercard, and eBay, focusing on customer acquisition, engagement, and retention.

> Led the development of a £2 million ecommerce and optimization technology stack for Manchester United, enabling data-driven decision-making and personalized customer experiences.

> Defined and executed data-driven product strategies for clients like MVideo, resulting in significant improvements in online conversion rates and revenue generation.

> Grew from scratch and led a team of digital analysts and CRO experts delivering against all digital and creative clients.

Group Director - Strategy, Analytics & Optimisation

Syzygy

Syzygy is a full-service digital agency and web-design company. I built and grew the analytics and optimisation capability, offering a range of services to all agency clients. My team were responsible for: measurement strategy and consulting; customer and behavioural insights feeding into development work; measurement and analysis of delivered work; A/B testing and continuous optimisation of live content; digital marketing and SEO.

Web Analytics & Optimisation Director

Marketing Metrix

Lead analytics consultant and data planner for both Marketing Metrix Ltd (data analysis consultancy) and sister company WPN (direct marketing agency). Responsible for all DM forecasting, testing and performance analytics as well as customer segmentation; propensity modelling; and database development. Key clients include Direct Wines, Which?, NCH, Direct Line Insurance

Senior Analytics Consultant & Data Planner

CACI Ltd

Consulting both new and existing financial services clients in data and analytics. Project management and delivery of large projects covering customer insight analysis & profiling; propensity modelling; data tagging; cluster analysis; prospect pool building; and spatial analysis.

Senior Analytics Consultant, Financial Services

Digital Experience Director | Helping you put experimentation at the heart of your business | Top Experimentation Influencer

Grow your business with data, not opinions

I've been pioneering and leading the field of experimentation-led-growth since the dawn of A/B testing. I've helped companies like Sky, Boohoo, Intuit, O2, GHD, Zalora and many more achieve remarkable growth through data- and experiment-driven digital experience development.

Speero is the world's most progressive and cutting-edge experimentation agency & consultancy. We empower eCommerce and SaaS businesses, at all stages of maturity, to drive game-changing growth and innovation through experimentation and evidence-based product strategy.

Our clients include Decathlon, Gympass, RS Group, ADP, Charles Tyrwhitt, Nasdaq, Miro, Codeacadaemy & Cisco.

We are the experts in experimentation and can help with everything from assisting with components such as research, design and development, through to full-service programme management and transformation consultancy.

Contact me at jonny@speero.com or +44 777 909 6222 to find out how we can help you grow.

Director, Digital Experience Services

90% of all changes made to websites are based on opinion and are a waste of time and money because…

It is impossible to know 1000s of customers
Your opinion is deeply biased
You can’t rationalise the irrational

Regardless of the size of your business, the answer is to put data and experimentation at the heart of your development operations. 

We help you do that. 

We take the guesswork out of decision making and provide consultancy and training, systems and frameworks, and experimentation agency services to help you reach your full growth potential.

Email me to learn how to put experimentation at the heart of your business: jonny@journeyfurther.com
Subscribe to my newsletter: jonnylongden.com/newsletter

Experimentation, Growth and Product Development

Kilo Health

Responsible for 9 figure E-Commere products experimentation and growth program via CRO and A/B Testing initiatives.

Experimentation:
Managing a team of CRO Specialists
Conducting A/B testing initiatives
Unlocking the potential of experimentation for different channels
Experimentation strategy, vision and velocity increase
Over 20%  a/b test win rate (highest in the company)


Growth:
One of the most unique cases in E-Commerce market, over a 1000% YoY growth.

Localization and profitable expansion to 10 new markets.
Big bets on the future of the product
Launch of new products
App development and testing

E-Commerce Product Lead (CRO)

As a project manager and CRO specialist I:

Conduct A/B Testing experiments.
Conduct user research
Focus on increasing revenue, AOV, LTV and profits via A/B Testing.
Expanded our website to 4 new different markets
Constantly use UX/UI practices to develop new website designs
Work closely with development teams.

CRO & Project Manager

As our head of product left, I had the chance to step-up in to the shoes of product lead.

During this time I had gained a lot of knowledge on how business works. My statistic and data based CRO foundational approach helped me a lot during this time making business decisions.

Together with a small team of 15 people we managed to scale our product by 10x in just 6 months. Our revenue, profits and life time value grew.

During this time I was running day to day operations, managing fulfilment and logistics teams as well as customer support teams of an E-Commerce product. This was a great experience, however such a position was not yet for me, and there is still a lot to learn from more experienced leads.

After the CEO joined, I continued my work as a Project Manager and CRO specialist.

Interim Head Of Business Unit

- Full ownership of web development. From research to experimentation to implementation.
- Based on research, designing new highly converting landing pages.
- Constant effort towards improving the product and UX via data-driven testing.
- Company wide CRO knowledge sharing.
- Over 30% test win rate (2x higher than industry standard).
- Leading a highly converting e-commerce brand.
- In-depth collaboration with different teams: Creatives, Marketers, Developers, Designers.

CRO Specialist

As a CRO specialist at Kilo.Health I :

- Conduct quantitative and qualitative research and draw insights that would be beneficial to the company;
- Analyse web-funnel flaws and solve them;
- Analyse customer pain points and solve them;
- Develop data-driven A/B testing solutions;
- Create a CRO strategy for future testing;
- Work closely with developers, graphic designers, product leads, and performance marketers to develop winning, profitable changes;
- Manage and control the development of the website - funnels and landing pages;

During my time as a CRO specialist I have:

- Boosted company’s yearly revenue by an estimated of ~2 million USD;
- Solved various web-funnel based problems;
- Increased conversion rates by 220%

Junior CRO Specialist

Conversion Rate Optimization Intern

Tesonet

Customer Success Manager

Experiment Driven Innovation | 10MM$+ a year from experimentation

Your website is losing potential revenue due to bad optimisation practices, and wrong approach towards business growth.

Most common reasons why:

1. Average copywriting.
2. Bad UX.
3. Bad value proposition.
4. Lack of web development resources.
5. You don’t test enough / you test wrong. 6. Making business decisions based on opinion and not on data.
7. Not knowing what your customers actually want from your product.


I’m 100% sure that at least one of these points are losing you potential customers, and a lot of revenue.   That’s where you need help from an experienced CRO/Experimentation strategist.

  With my help you will:

  1. Test well researched, data-driven ideas; 2. Create an experimentation program to keep your business growing long-term, and keeping the experimentation culture active;
3. Learn what your ACTUALLY customers need and how to sell it to them; 4. Figure out why your website was not performing  and fix it ASAP;
5. Boost your conversions, revenue and return on investment.   How?  
I have worked with 100MM$+ brands and helped them achieve HUGE results with CRO. By doing in-depth research, running controlled experiments my data-driven business decisions have brought in over 20M$ in revenue yearly.

Message me and I’ll tell you all about it.

Karolis Grimalauskas

The LinkedIn connections that I have discovered in the past 3 years have some great ideas and content that I use almost on a daily basis, or used before in my career.

Here's a few of my favorite posts, tools and people that helped me expand my knowledge in the experimentation field the most.

- Ben Labay's & Speero test scorecards - great for A/B test planning, analysis and presentation for your team and stakeholders. This helps SO MUCH with keeping all the testing data and learnings in one place. You can update and tweak those scorecards as much as you want.

https://lnkd.in/djnhthnT

- Pretty much anything from CXL: their mini-degree's, and some of the first CRO blog posts about A/B testing that are true to this day, absolutely fundamental. A lot of great people are working at CXL who also share some good knowledge via their newsletter.

https://lnkd.in/dDHewnzS

Airtable - one of the best if not the best tool for CRO a/b test documentation and planning. Can work from pretty much any other department, like UX, Copywriters, Developers and Designers.

Newsletters directly from other Experimentation and CRO LinkedIn writers:

- Rishi Rawat, the Shopify product page guy - has got a great newsletter with tons of copywriting ideas for testing and improving.

- Collin Crowell got a great newsletter with some really useful research and  even CRO events happening.

- Experiment Nation and Rommil Santiago's newsletter with lots of useful content about experimentation.

Great people to follow:

Jonny Longden with tons of content every week about some very common topics that experimenters face each day and general knowledge sharing.

Shiva Manjunath and the podcast From A to B cover a lot of ground and overall I love the straight to the point, no BS approach. and the great memes of course.

Nigel Thomas - Not exactly CRO, but Nigel shares a lot of good ideas from his own experience about business, entrepreneurship and marketing that I found useful

Lorenzo C. I have been a follower for a long time and got some great ideas for research, A/B testing and general innovation ideas over the years!

And there's many many more guys I forgot to mention, and will probably update this list sometime later on. 

What are some of your favorite creators, posts and tools you got from LinkedIn?

Experimentation based business development [A/B Testing, CRO UX/UI, Copywritting, Data Analysis, Customer Research]

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The Battle

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