March 10th 2021 09:52 Edwyn Raine, Head of Digital at Jaywing Australia, offers some advice for getting started with conversion rate optimisation, including what research and resources to draw on, and how to start a testing culture. A common trait among fast growing technology companies is their propensity to experiment. This culture of experimenting is engrained in their existence, born out of start-up garages and a need to hustle, pivot, take risks and move fast to survive. However, with much of their products and services delivered digitally, experimentation has naturally occurred on public facing websites, marketing initiatives, operational processes and other facets of their businesses. Each test will have a KPI or objective, but all will ultimately aim to improve profitability or customer experience.