Why Lean Experiments Should Be Your Default Growth Strategy
Most companies say they want to move fast. Few actually do. Too often, teams fall back on six-month roadmaps, overly polished decks, and bloated campaigns that feel safe but deliver little. In my experience, the only way to move with real speed—and still learn what matters—is through lean experimentation.
The Problem: Speed Is Fiction Without Feedback
Marketing plans often aim for perfection before they ever touch a live customer. That’s a mistake. In the time it takes to ship one massive campaign, you could run 10–20 experiments that teach you more, cost you less, and make your next big bet smarter.
What Lean Experimentation Really Means
This isn’t about random A/B testing or minor button tweaks. Lean experimentation means structured, low-cost tests with clear hypotheses, rapid feedback loops, and ruthless prioritization. You don’t test for the sake of testing—you test to learn something decision-relevant.
How We Run Experiments
Define high-impact hypotheses: Identify target segments, value propositions, and customer actions to influence (e.g., visit frequency, spend, sign-up)
Design experiments with control group: Set up multivariate tests using matched segments to isolate true incrementality
Deploy campaigns across selected channels: I prefer digital ads with clear tracking of offer exposure and response
Measure uplift and scale winners: Analyse results (e.g., GP uplift, ROI, engagement), document learnings, and roll out best-performing combinations
Real-World Example: Healthcare in APAC
We built a 100+ variant testing system across paid and organic channels for a healthcare client in Asia. Within 5 weeks, conversion rates improved ~5x, and cost per lead dropped by ~80%. The client had never seen growth move this fast.
Know When NOT to Go Lean
Some contexts demand high compliance (e.g., pharma, finance). In those cases, we use lean testing for early signals—but wrap execution in brand and regulatory constraints.
The Bottom Line
If you’re not testing, you’re guessing! Lean experimentation is how you move fast, reduce waste, and get to results that actually scale.
