Marketers will often run a quick CTA or headline test and call it a day. But when you have a continuous testing habit and start to increase the complexity of your tests, you can unlock insights into your buyer's journey at a scale you would never be able to gather in 1:1 interviews.

In this talk, I will run you through the Testing Maturity Model, giving marketing/experimentation teams the playbook on running continuous tests that give you valuable insight into how your buyers want to buy from you. Actionable takeaways will include:

- Practical steps on how to plan experiments
- How to set up an experimentation arm without a ton of website traffic
- Examples of tests you can run at each level of maturity