Jonny Longden

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

My career has been driven by a singular obsession: fundamentally changing the way the business world makes growth and innovation decisions. For nearly two decades, I've forged a unique path using data and experimentation to ignite digital innovation and elevate customer experience.

While the term 'experimentation' has gained traction, I've observed a profound disconnect in its application. Too often, it's relegated to superficial A/B testing or seen as a tactical tweak, failing to deliver its true potential as a strategic driver of growth. This narrow focus leads to siloed learning, unquantifiable investment, and continued reliance on opinion and guesswork for critical business decisions.

This is why I champion Experimentation-Led Growth (ELG). At its core, ELG is about moving beyond mere 'optimisation' to build robust, evidence-driven operating systems for sustained business impact. It's about empowering organisations to de-risk ambitious innovation, accelerate learning velocity, and generate compounding commercial outcomes. My work focuses on integrating Growth Experimentation Systems & Engineering – connecting the strategic vision, the operational infrastructure, and the customer insights to ensure every investment drives tangible, measurable progress.

My unique blend of agency, client-side, and management consultancy experience at senior levels has equipped me with a holistic view of the digital landscape. From leading product analytics for Visa Checkout and building high-impact product discovery teams at Sky, to owning the P&L for front-end Digital Product at Boohoo Group, as well as scaling a digital experience consultancy from scratch, I've consistently applied an experimentation mindset to unlock significant commercial value.

I partner with visionary leaders – VPs of Growth, Product Directors, Digital Directors, and C-suite executives – who are determined to move past the limitations of traditional approaches. If you're looking to transform how your teams learn, ship, and grow; if you're seeking to embed genuine evidence-based decision-making across your organisation; or if you want to unlock step-change velocity and impact from your digital investments, let's connect. I'm keen to share insights and explore how a Growth Experimentation approach can redefine your trajectory.

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

The hot topic in our industry right now is Agentic Synthetic Testing.

Imagine this: You upload two designs. The system spins up 100,000 AI agents. It gives each one a backstory: "You are a 54-year-old from France, low digital literacy, poor eyesight, looking for a bargain." It runs the simulation. It tells you Version B won. It takes 5 minutes.

No traffic needed. No waiting. Instant statistical significance.

This technology is incredible. It is coming. And it will be valuable 𝗮𝘀 𝗹𝗼𝗻𝗴 𝗮𝘀 𝘆𝗼𝘂 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝘄𝗵𝗮𝘁 𝗶𝘁 𝗿𝗲𝗮𝗹𝗹𝘆 𝗶𝘀.

If you treat this as "proof," you are making a mistake.

An AI model is a probability engine trained on what has already happened. It aggregates the "average" of the entire internet. When you test with synthetic users, you aren't testing reality - you are testing against a massive database of heuristics and best practices on steroids.

You are optimizing for the average. You are engineering mediocrity.

Use it for speed: Use it to squash bugs, check accessibility, or filter out terrible ideas before they launch. Use it if you don't have the volume of traffic to do real tests. 

Don't use it for truth: It cannot predict the irrational, messy, emotional behavior of a real human being reacting to a new market condition or a brand new innovation.

Synthetic testing is a map. It is not the territory. By all means, use the map. But don't forget to look out the window at the real world occasionally.

#experimentation #growth #experimentationledgrowth #growthexperimentation #ai #generativeai #productivity

Chief Growth Officer @ Speero | Growth Experimentation Systems & Engineering | Product & Digital Innovation Leader

The Art of Ecommerce

Curious. Daring. Nonconformists. With more than 20 years of experience in e-commerce, but all the desire to try, learn and invent new things.

My team and I have one purpose: to help you build the selling machine that will allow you to grow and dominate your market. Using the most modern tools, techniques and models. Growth Hacking? Of course. Design thinking? Got it. MVP, User Centred Design, CRO ... Funnel Marketing, Automation, Cloud ... Of course.

This is our philosophy:

* Apply the right tools: not everything is a nail looking for a hammer
* Look for non-obvious solutions: they are often the best
* You can always go a step further: it is worth giving it one more lap
* You can celebrate, but you cannot stop: it's like riding a bicycle - if you ever stop, you fall
* It's only nice if it works: the design that is not profitable is useless

Let us help you create your business.

The Choice Labs

Behavioral Design agency. We design all kinds of products, services, applications, processes, campaigns and experiences involving people: clients, collaborators, partners, society.

El Club del Divorcio (Divorce Club)

Have you gone through a divorce process? Then you know that it is something slow, expensive, deeply unpleasant, and very inhuman. If you haven't passed it, you'll eventually learn it, the hard way.

Is it possible to improve it?

In El Club del Divorcio we believe so. We are experimenting with innovative service and management models, and ways to help rebuild lives. All of them web-based. And we are learning a lot.

And in the process we hope to make life a little easier and more enjoyable for some people. And we are having a great time. Something we all deserve.

You can see it at https://www.elclubdeldivorcio.com/

We accept collaborations :-)

Cofounder

LogoRapid

LogoRapid is a cost-effective graphic design brand providing quality graphic design to SMBs at affordable prices.

The core of the brand is corporate identity design. We excel at generating logos, corporate identity and graphic systems which differentiate our customers from their competitors.

Building on this skill we provide several value-added design services: stationery, brochures, web. In short, anything which helps builda strong company image.

xavierpaz.com

Consultor en proyectos de ecommerce nacional e internacional, B2B y B2C

Consultor independiente en ecommerce

Imension

Ecommerce and online marketing agency. We carry out international e-commerce projects using Magento, both B2B and B2C.

Conversion Rate Optimization projects (CRO) and improvement of online stores and websites.

Matadracs S.L.

Matadracs is an Internet consultancy specialising in ecommerce  optimisation, promotion, and new installations. We apply the techniques developed for high-end ecommerce systems to small shops, in order to greatly increase the shop visibility, revenue and customer satisfaction.

GSI Commerce International

Director of Development in the European HQ in Barcelona of GSI Commerce Inc., a publicly-traded US company leading the managed ecommerce outsourcing area.

I was responsible of:

• The definition of the long-term product strategy. The product, a software platform for managed ecommerce, includes content management, catalogue management, systems integration, logistics, payments management and fraud control, among others.

• Platform architecture definition: technology, methodology and planning.

• Made-to-measure projects for new and existing customers: planning, budgeting and monitorisation of the implementation. Planning of internal and external projects. Set up of deadlines and priorities with the customer in agreement with each account manager.

I also conceived and managed the development and launch of a helpdesk application, integrated with the main ecommerce platform. Currently, this helpdesk application is used by the Customer Service of HP, Skype and Reebok.

Development Manager

Aspherio S.L.

Somm.com

e-commerce developer

I have been working in the ecommerce industry for almost 20 years. What was once a hobby became a job and then a passion ... As Hannibal (from the A Team) said , I love it when a project comes together.

I am especially interested in complex projects, which are a challenge. Take it one more time, do what seemed impossible, go a bit further ... You can always improve a little more.

In my agency, The Art of Ecommerce, I work especially in a lifelong interest of mine: : innovation and growth, focused on ecommerce.

Half experiment and half fun, I am participating in El Club del Divorcio (https://www.elclubdeldivorcio.com/), where we experiment with new service models dedicated to the world of relationships (or former relationships). We are also having a great time.

Unrepentant fan of JRR Tolkien (sorry, George RR Martin, it was a nice try). Doom (the game, the original and unrepeatable). Queen. Spit on the police. BTT. And sushi, the good things never go outdated.

And remember: competitors will only win at you if you let them.

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Jonny Longden

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