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In this episode we talked to Shiva Manjunath, Marketing and Conversion Optimization Manager at Gartner. Shiva is a huge experimentation and digital enthusiast, so we talked about how to build a great experimentation program in your organization. What can you learn from this interview: The conversion optimization process - where and how to start? Why is getting early wins crucial to your success? How to deal with your boss who doesn't understand the experimentation process and A/B testing Why personalization, conversion optimization, and experimentation go hand-in-hand How CRO helps you calculate the ROI of your personalization program How to scale up your experimentation Why "test to learn, not test to win" is the way to long-term conversion optimization process success How improv helps Shiva with experimentation and understanding users better You can find the link to the full interview article with transcripts and all links here: https://www.diggintravel.com/conversion-optimization-process/