Conversion

The thing hurting growth is rarely the thing you think it is. A campaign isn't converting? Everyone blames the ads. But sometimes it's the landing page. Sometimes it's site speed. Sometimes it's a checkout issue that's been sitting there unnoticed for months. The challenge is finding the signal in the noise. That's exactly what led to the creation of Lupine by GAIN. Built from years of Conversion data, testing and optimisation work, it's designed to help teams uncover the opportunities and issues that actually move the needle. Seeing it recognised in PMW's Top 6 AdTech & MarTech Tools this week is a proud moment for everyone involved. Artcile: https://lnkd.in/e6hZnWRF #performancemarketing #CRO #experimentation #AI

Exciting Webinar: Next week, our Director of UX Research, Harriet Swan, will share practical strategies for building a test-and-learn culture rooted in user research. Helping organisations move faster while making more confident, evidence-backed decisions. Join to find out more about: → How to tie business questions to the right research methods for direct, actionable answers → Ways to use research to test business ideas and support bigger strategic bets → Key things to consider when choosing an AI-powered research tool Register here: https://lnkd.in/gQq57gKG

We are thrilled to present our website optimisation tool, Lupine powered by GAIN, designed as a Conversion Rate Optimisation (CRO) SaaS product for marketing teams of all sizes. This isn’t a vibe-coded CRO tool. It’s not a generic AI wrapper. Lupine is an evidence-based, plug–and–play optimisation tool built on real insights and real wins by us. 🔸 Lupine harnesses both human expertise from over 15 years of learning and data from 10,000+ experiments. Using just a single URL, it can surface test-ready website improvement ideas in minutes - running deep analyses, identifying weak spots and offering solutions - significantly speeding up the process to help marketers ensure that websites are running at their best. 🔸 How does it help? It helps different functions with slightly different bottlenecks: marketers get accessible CRO guidance for A/B testing, growth teams get faster ideation and prioritisation, and mature experimentation teams get a more scalable way to generate structured hypotheses and backlog-ready test concepts – freeing them up to focus on strategy and decision making. We built Lupine with one belief: make CRO radically more accessible and impactful for teams of all sizes. 🔸 Head to Lupine's website to find out more: https://iq.thisisgain.com/

One session we're particularly looking forward to at UNITE Summit London is around “human in the loop in the age AI”. It feels like a lot of teams are still figuring out where that balance sits. Some are leaning heavily into automation, trying to remove as much human input as possible. Others are hesitant, keeping AI at arm’s length. In reality, neither approach feels quite right. The real challenge is designing how those two things work together. This conversation isn't about theory; it's about how real people are working to strike a balance in their day-to-day experimentation programs. Join the UNITE Summit conversation:: https://hubs.li/Q048wxBY0

One theme that keeps coming up today at @ex elite is how AI and human judgement actually work together. The best examples we’ve heard aren’t about removing people from the process, they’re about supporting them. Treating AI as a tool for better decisions, not an idol for better margins. Humans are still invaluable in the process. That combination is what’s unlocking speed and quality. It’s not one or the other, it’s how you design both into the process.

A few hours into Experimentation Elite and one thing is already very clear: The pace of experimentation is changing. Not because teams suddenly have better ideas, but because they’re able to move faster. A lot of that is down to AI. It’s helping teams get from idea, test, insight much quicker than before. The real shift isn’t more testing. It’s faster learning cycles. That’s where the advantage is starting to show.

We celebrated six anniversaries at GAIN Conversion last month 🥳 April marked:  8 years for Daniel and Alice! 9 years for Matt! 5 years for Sam and Jackson!  2 years for Hugo! Each of you has helped shape who we are - through the ideas you bring, the challenges you take on, the things you make happen, and the way you show up for the team. We’re grateful for the expertise, rebel thinking, and fun that you bring, and we’re couldn’t be happier to be on this journey together 🎉

We’ll be at Experimentation Elite this week. Come find us if you’re there. We’ve got a full GAIN Conversion space set up and will be running live demos of Lupine, which has been a big focus for us recently. But more than that, we’re just looking forward to the conversations. What’s interesting right now is how quickly things are shifting. Experimentation is becoming faster, more accessible, and a lot more integrated into how teams work day to day. Tools like Lupine are starting to play a big part in that, not by replacing the process, but by making it easier to do well. If you’re around, come say hi.

Our podcast explores: how experimentation, psychology, and real-world testing come together to shape smarter strategy. We speak with CRO leaders, product teams, and growth experts about what actually works, from A/B testing and UX to pricing, product, and AI. No theory for the sake of it. Just practical ideas you can apply. Listen here: https://lnkd.in/em-hCZ7v If you’re working in growth, product, or optimisation, it’s worth a listen.

There’s a panel at Kameleoon x GAIN Conversion UNITE Summit focused on scaling experimentation culture, and it’s probably one of the most important conversations on the agenda. Because in most cases, the barrier isn’t tooling or capability, it’s culture. It’s how decisions are made, how comfortable teams are being challenged, and whether there’s real openness to being wrong. You can’t scale experimentation in an environment that doesn’t support it. If experimentation isn’t landing internally, it’s usually a sign of something deeper. Join us: https://hubs.li/Q048wxBY0