Customer experience is something that a business cannot compromise, whether it is brick and mortar or ecommerce. Therefore, when trying to advance the company, in areas such as digitalisation, small and controlled changes over a long period of time is the best way to go. Experimentation facilitates this change by allowing businesses to test the waters of their new ideas.

Alex Atzberger, CEO, Optimizely tells us about taking a scientific approach to managing customer experience and the mistakes companies make in tweaking aspects of their business.