{"id":111909,"date":"2022-06-09T10:37:44","date_gmt":"2022-06-09T10:37:44","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/1000-experiments-club-andre-morys\/"},"modified":"2026-09-03T16:50:12","modified_gmt":"2026-09-03T11:20:12","slug":"1000-experiments-club-andre-morys","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/1000-experiments-club-andre-morys\/","title":{"rendered":"1,000 Experiments Club: A Conversation With Andr\u00e9 Morys of konversionsKRAFT"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Andr\u00e9 Morys shares the key to a thriving business in today\u2019s market: a fearless attitude toward innovation and experimentation<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Andr\u00e9 Morys has been involved in the field of experimentation for almost three decades. The CEO and founder of <a href=\"https:\/\/www.konversionskraft.de\/\" target=\"_blank\" rel=\"noopener\">konversionsKRAFT<\/a> discovered the importance of the user experience upon launching his e-commerce optimization company in 1996. He followed the evolution of high-end UX measurement solutions and AB testing throughout the 2000s, turning his focus entirely to experimentation and experience optimization in 2010.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Powered by his fascination for measuring the outcomes of the customer and user experience, including the financial impact of optimizing them, Andr\u00e9 uses his expertise to guide his clients through the experimentation process in a clear and efficient manner.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wingify\u2019s VP Marketing Marylin Montoya spoke with Andr\u00e9 about cultivating an experimentation mindset \u2013 that is, how to build a culture of experimentation that embraces failure and risk-taking \u2013 in order to innovate in competitive markets as an experimentation-driven company.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are some of the key takeaways from their conversation.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-spotify wp-block-embed-spotify wp-embed-aspect-21-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Spotify Embed: A Conversation with Andr\u00e9 Morys of konversionsKRAFT\" style=\"border-radius: 12px\" width=\"100%\" height=\"152\" frameborder=\"0\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\" src=\"https:\/\/open.spotify.com\/embed\/episode\/3g47lOwQjmSrwTCCO5LHXm?si=dS7QoBDoStuXqIPeOEYa-w&amp;utm_source=oembed\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\">Risk and failure are integral components of innovation<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Many risk-averse companies hesitate to implement experimentation due to their mindset around failure. When adopting a culture of experimentation, it\u2019s essential to understand the fact that, despite prior research and preparation, <strong>failure is a part of the innovation and testing process.<\/strong> Most tests will produce negative results \u2026 but this shouldn\u2019t be interpreted as failure.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Overcoming our personal beliefs and shame around failure and encouraging managers to lead by example will allow companies to embrace the experimentation process. This means discussing and deducing insights from failures within a team setting and <strong>allowing it to be a learning opportunity.<\/strong> Experimentation offers the chance for teams to evolve in how they see, feel and talk about failure and to focus on being solution-oriented rather than striving for perfectionism.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Andr\u00e9 also explains that while experimentation may seem risky, it is actually a way to control the level of risk linked to innovation. With experimentation comes feedback, allowing you to <strong>gauge the success of a particular feature or improvement,<\/strong> as opposed to naively rolling it out without any prior experimentation and simply hoping for the best.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Experimentation should always be linked to strategic goals and measured<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The ROI of experimentation comes in many forms. Andr\u00e9 uses a \u201cdigital experimentation framework\u201d to implement the experimentation process and measure progress. In relation to his \u201cIceberg Model\u201d, while the tip of the iceberg represents the metrics that are measurable, <strong>many important factors lay beneath the surface and are difficult to measure,<\/strong> resulting in people underestimating the value of experimentation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cYou cannot measure the influence of experimentation towards your company&#8217;s culture and how big and\u2026sustaining this effect will be. It will be maybe 10 times more important than the actual uplift you create,\u201d says Andr\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once discovering the process, many managers agree that <strong>a shift in culture, inventiveness and velocity is more powerful than an improvement in metrics.<\/strong> Meaning, there is a shift toward changing what&#8217;s below the surface (company culture) in order to have a bigger long-term impact, rather than focusing on the tip of the iceberg (metrics).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A frequent mistake that companies make is not aligning their goals of experimentation to their strategic goals, creating the possibility that their experimentation might be irrelevant. Using the experimentation framework to optimize the process with shared goals from the beginning will produce the best outcome.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Use gamification to engage teams and build a culture of experimentation<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Overcoming resistance within companies to jump into experimentation doesn\u2019t have to be difficult; in fact, it can even be fun!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Involving teams with guessing games and placing bets on which test won, for example, is a simple yet effective method to <strong>educate people and to create a pull towards experimentation.<\/strong> This technique also creates a sense of humility and allows people to realize that their hypotheses may fail and the customer could have a differing opinion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Documenting the experimentation process and results is also <strong>important for encouraging cultural change.<\/strong> Connecting people to the outcomes enables learning and better engagement with the experimentation process, which in turn increases motivation to further improve. Rather than pushing people towards experimentation, you can create a natural attraction to it and a sense of personal investment by using metrics as feedback and creating a flywheel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>An experimentation dashboard is key<\/strong> to showing the health of your experimentation process. Andr\u00e9 highlights the importance of running effective tests, being sure to focus testing on the right areas, rather than striving for high velocity and volume of experiments. The goal should be experimentation quality, not quantity, and ensuring that important metrics are stored on a dashboard to facilitate cultural change.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/1000-Experiements-bannner-set_Plan-de-travail-1-1024x538.jpg\" alt=\"1000 Experiments Club Andr\u00e9 Morys\" class=\"wp-image-94135\" style=\"aspect-ratio:1.8410852713178294;width:475px;height:auto\" \/><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\">What else can you learn from our conversation with Andr\u00e9 Morys<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The three catalysts for innovation and why experimentation is a key component<\/li>\n\n\n\n<li>How perfectionism blocks experimentation and the evolving experimentation culture in Germany<\/li>\n\n\n\n<li>The status quo bias and why management might resist change within an organization<\/li>\n\n\n\n<li>How the pandemic shifted companies\u2019 focus towards digital growth<\/li>\n<\/ul>\n\n\n\n<h6 class=\"wp-block-heading\"><b><i>About Andr\u00e9 Morys<\/i><\/b><\/h6>\n\n\n\n<p class=\"wp-block-paragraph\">Andr\u00e9 Morys has almost three decades of experience in digital growth and business optimization, founding konversionsKRAFT in 1996. Today, his company is the leading business optimization consultancy in the DACH region, with more than 80 consultants, designers and conversion experts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Specialized in research, consulting and lecturing, Andr\u00e9 combines qualitative research, consumer psychology and behavioral economics with data and experimentation to deliver the most effective growth programs for enterprise clients.<\/p>\n\n\n\n<h6 class=\"wp-block-heading\"><strong><em>Andr\u00e9\u2019s reading recommendations:<\/em><\/strong><\/h6>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8220;Experimentation Works: The Surprising Power of Business Experiments&#8221; by <a href=\"https:\/\/www.amazon.com\/Stefan-H-Thomke\/e\/B001IXS3VQ\/ref=dp_byline_cont_book_1\" target=\"_blank\" rel=\"noopener\">Stefan H. Thomke<\/a><\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.forrester.com\/report\/The-InsightsDriven-Business\/RES135823\" target=\"_blank\" rel=\"noopener\">The Insights-Driven Business<\/a>&#8220;<\/li>\n<\/ul>\n\n\n\n<h6 class=\"wp-block-heading\"><b><i>About 1,000 Experiments Club<\/i><\/b><\/h6>\n\n\n\n<p class=\"wp-block-paragraph\"><i><span style=\"font-weight: 400\">The <a href=\"https:\/\/wingify.com\/resource-categories\/podcast\/\" target=\"_blank\" rel=\"noopener noreferrer\">1,000 Experiments Club<\/a> is an AB Tasty-produced podcast hosted by Marylin Montoya, VP of Marketing at AB Tasty. Join Marylin and the Marketing team as they sit down with the most knowledgeable experts in the world of experimentation to uncover their insights on what it takes to build and run successful experimentation programs.<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Discover three of the key takeaways from our interview with Andr\u00e9 Morys, the CEO and founder of konversionsKRAFT.<\/p>\n","protected":false},"author":1437,"featured_media":115643,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":0,"footnotes":""},"categories":[10880],"tags":[],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-111909","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-de"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - 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