Ep 4: How HP Instant Ink became a subscription success story
HP’s Instant Ink has revolutionized the ink cartridge industry, offering consumers up to 50% savings and the convenience of never running out of ink. Launched in 2013, it now boasts over 10 million subscribers across 38 countries. In this episode, Sovrin Tolia, HP's Head of Product, and Stephane Bardin, Worldwide Product Manager, dive deep into the secrets of Instant Ink’s rapid growth and success. From overcoming initial consumer behavior challenges to utilizing experimentation and innovative business models, they share key insights into scaling a successful subscription-based service. Learn how HP transformed the printing experience and continues to evolve with the help of data-driven decisions and continuous testing.#HP #InstantInk #SubscriptionBusiness #Innovation #GrowthStrategies #CustomerExperience #BusinessModelInnovation #DataDriven #ABTesting #MarketingStrategy #ProductLedGrowth #ConsumerBehavior #TechGrowth #DigitalTransformation #SubscriptionServices
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Bonus Ep 2: Experimentation = your business superpower
From CRO to Decision-Making: How to Truly Unlock Value from ExperimentationIn this episode of The Conversion Podcast, we explore how experimentation can go beyond simple conversion rate optimization (CRO) to become a powerful decision-making and risk management tool.We dive into:Why experimentation isn’t just for optimizing pages — it’s for making big, bold business decisionsHow to frame experiments as risk management instead of just validationBalancing safe bets vs. high-risk experiments in your testing portfolioReal-world examples of using experiments to guide pricing, product, and strategic movesIf you’re a marketer, product manager, or leader looking to make smarter, bolder decisions with data, this one’s for you.
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Ep 3: Prioritization that works, how to turn your experiment backlog into real wins
Prioritization That Works: How to Turn Your Experiment Backlog into Real WinsIf you could wave a magic wand and design the perfect experiment prioritization system, what would it look like? In this Coffee Break episode of The Conversion Podcast, we explore exactly that.Stephen and Matt dive deep into why prioritization is one of the most overlooked levers for driving conversion program success. They unpack:Why traditional impact/ease models failHow to make prioritization objective (and bias-proof)The power of meta-analysis and the Lever FrameworkHow AI-driven prioritization tools like Confidence AI are reshaping the gameWhether you’re running 20 tests a year or 200, this episode gives you a roadmap for testing smarter, learning faster, and driving more impact.Grab your coffee, this one might just change how you think about your entire experimentation program.Links we mentioned in the episode:LeversAI Confidence AI NewsletterLevers Framework
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Ep 2: How mature is your experimentation program, really?
How mature is your experimentation program, really?In this episode of the Conversion Podcast – Coffee Break Edition, Matt is joined by Steph, Senior Consultant at Convergent, to discuss how companies can better evaluate and grow their A/B testing and digital experimentation programs using a new, evolved maturity framework.They break down:The 5 stages of experimentation maturity (Reactive to Optimized)Why the classic “Packet” model needed an updateKey dimensions of maturity: goals, delivery, culture, toolsHow to benchmark your team and set actionable growth goalsCommon pitfalls, including over-engineering and under-trackingWhether you're just starting out or looking to scale your experimentation practice, this episode offers practical insights to improve velocity, volume, and value—and turn your testing program into a true growth engine.
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Bonus Ep: Using friction to drive conversions a surprising experiment that increased leads by 9%
Using Friction to Drive ConversionsA Surprising Experiment That Increased Leads by 9%In this bonus episode of The Conversion Podcast, James shows us one of his top five most fascinating experiments, and it’s all about friction.Instead of streamlining the user experience, James intentionally added a step in a lead generation funnel using behavioral psychology: commitment bias and the foot-in-the-door technique. The result? A 9% increase in email signups.You’ll learn:Why not all friction is bad in customer journeysHow a simple yes/no question changed conversion behaviorWhat happens when people say "no" and still convert anywayHow to apply psychological principles to your marketing funnelPerfect for marketers, CRO specialists, UX designers, and anyone obsessed with optimizing the user journey.
The Conversion (a GAIN specialist) podcast.If you're into making smart decisions backed by real data, you're in the right place. We’re the team behind Conversion, a GAIN specialist, the leading CRO agency helping brands like Microsoft, Meta, Domino’s, and more make serious improvements through experimentation.What to expect here:Weekly podcast episodes: conversations with CRO experts, marketers, UX pros, and growth leaders covering A/B tests and more.Special deep-dive sessions: get the full breakdown on standout experiments, powerful frameworks like the Lift Model and Lever Framework, and insider best practices from Conversion's global team.Actionable takeaways: whether you're optimising pricing, landing pages, product experiences, or overall UX, you'll walk away with clear ideas to test in your own business.For anyone interested in marketing, business strategy, or improving CRO results, this channel is your one-stop shop for practical, experiment-driven insights.
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