The goal of this interview series is to inspire and help people to transition their career into a new or next experimentation related role. In this edition Laura Forster shares her journey. Laura is an Experimentation Specialist and Business Unit Lead at Up Reply, based in Munich, Germany.
I’ve identified numerous parallels between physical running and managing an experimentation program. Both involve overcoming obstacles, adapting to sudden changes in conditions, and pushing personal limits to achieve success.
Laura Forster
Please introduce yourself to our readers.
I’m Laura, an Experimentation Specialist and Business Unit Lead at Up Reply, based in the South of Munich. With a background in innovation management, I’m passionate about constantly optimizing and improving processes to drive growth and success.
In my spare time, you’ll find me outdoors. I am a mountain lover and nature enthusiast. This is where I recharge my batteries and get inspired.
I am an optimizer, in my professional life but also privately. If I were asked to describe myself in three words, I’d give those three as my most relevant input metrics: endurance, ambition, and motivation.
Endurance is what keeps me going, allowing me to persevere through challenges and remain resilient in the face of adversity whether I’m conquering ultra runs or navigating challenges in the workplace.
Ambition is my driving force, propelling me to set ambitious goals and pursue them with unwavering determination. By breaking down these goals into manageable milestones, I maintain focus and track progress, ensuring continuous advancement. Whether it’s taking steps during a long-distance run or reaching milestones at work, this approach allows me to persevere through challenges and steadily progress towards my objectives.
As for motivation, it’s what fuels my drive to push through obstacles and achieve success. Not only does it propel me forward, but it also empowers me to inspire and motivate others. Whether I’m leading by example or acting as a trainer and coach, I strive to maintain my own motivation while uplifting and encouraging those around me.
Taken together, these three traits form a combination that drives and enables me in all aspects of my life. I’m fueled by the belief that continuous growth and achievement are essential in every aspect of life.
What is your current experimentation role and what do you do?
I’ve found my passion in optimization and experimentation.
Currently, I am working as Business Unit Lead for Conversion Growth at Up Reply, where I am driving our company’s efforts to optimize digital experiences and enhance conversion rates for our clients. Up Reply specializes in digital growth and experience optimization, offering a range of services including A/B testing, personalization campaigns, and analytics using tools like Dynamic Yield, Optimizely, Adobe Target or Adobe Analytics, Google Analytics and Contentsquare.
One of my key responsibilities involves leading an international large-scale CRO Program serving 25+ markets with 100+ AB-tests and loads of personalization campaigns per year. Besides that, I am collaborating with, coaching, and guiding a team of amazing consultants.
How did you enter the experimentation space? What was your first experimentation related role?
My journey into experimentation began during my Bachelor’s studies in Innovation Management. There, I developed a keen interest in driving change and optimization, whether through disruptive innovations or iterative improvements, as I realized that every optimization requires change. Upon completing my Bachelor’s degree, I pursued a Master’s program delving into marketing, statistical models, and consumer psychology. Throughout this period, I engaged in projects analysing consumer behavior, developing online marketing strategies, and constructing a purchase adoption probability model.
My entry into the world of Conversion Rate Optimization (CRO) began with my first full-time job, where I worked as a CRO consultant. I was tasked with conducting A/B tests, analysing data, and devising strategies to optimize websites for improved performance and user experience. It was here that I discovered my passion for CRO. With each project and experiment, my understanding of CRO grew, fueling my desire to delve deeper into this field.
How did you start to learn experimentation?
Working alongside experienced colleagues provided practical insights, while courses at institutions like the CXL Institute offered comprehensive training. Additionally, sessions with experimentation tool partners and hands-on experience on client projects enriched my understanding. Continuously seeking new knowledge and adopting new methods allowed me to stay at the forefront of experimentation practices, equipping me with the skills needed to achieve impactful results.
How do you apply experimentation in your personal life? (what are you tinkering with or always optimising?)
In my personal life, I apply experimentation to virtually everything. I have a natural inclination to constantly seek better and more efficient solutions in all aspects of my life.
For instance, I am an ultrarunner and enjoy long distances in difficult terrain in the mountains. This hobby serves as just one example where I’m always optimizing my training preparation, food strategy, clothing choices, and even the weight of my backpack to enhance my performance and endurance. I’m continually experimenting to enhance my running experience and achieve my goals.
Interestingly, I’ve identified numerous parallels between physical running and managing an experimentation program. Both involve overcoming obstacles, adapting to sudden changes in conditions, and pushing personal limits to achieve success. By leveraging insights from one domain to inform the other, I maximize the benefits and drive continuous improvement in both areas.
What are you currently doing to keep up with the ever-changing industry?
Firstly, I found LinkedIn is a good place for connecting with industry folks, but also about diving into discussions, sharing insights, and staying in the loop with the latest trends.
Secondly, I constantly observe and analyze the industry around me. Whether it’s spotting new trends, keeping an eye on competitors, or learning from others’ successes (and failures!), there’s a lot to glean from simply observing.
Most importantly, I maintain an adaptable mindset. Rather than becoming frustrated or overwhelmed I try to look at everything as a new opportunity to learn, grow, and evolve.
What recommendations would you give to someone who is looking to join the experimentation industry and get their first full-time position?
Start by familiarizing yourself with the fundamentals of experimentation, such as generating data-driven hypotheses, prioritizing ideas, and analyzing results. This foundational knowledge will provide a strong basis for further exploration and practical application in the field.
Don’t be afraid to dive in and try new things. Experimentation is all about testing hypotheses and learning from the results. Embrace failure as a learning opportunity and use it to iterate and improve.
Connect with other peers and professionals in the industry to exchange learnings and insights. Networking is key to gaining valuable knowledge and building relationships that can help advance your career.
Stay updated on industry trends and tools through courses, webinars, and conferences. The experimentation industry is constantly evolving, so it’s important to stay informed and continuously improve your skills to remain competitive in the field. By following these recommendations, you’ll be well-equipped to break into the experimentation industry and land your first full-time position.
Which developments in experimentation excite you? How do you see the field changing in the next 5 to 10 years?
I’m excited about the developments in experimentation, particularly in personalization and AI-driven approaches. I see experimentation becoming more integrated into business strategies, with a focus on broader innovation. Over the next 5 to 10 years, I anticipate advancements in AI and automation, leading to more sophisticated experimentation methods.
Overall, experimentation will continue to be a key driver of innovation and growth for businesses in the coming years.
Is there anything people reading this can help you with? Or any parting words?
Thank you for the interview opportunity, it’s been a pleasure reflecting on my journey.
In parting, I urge everyone to embrace experimentation. Whether in business, personal growth, or problem-solving, experimentation unveils new insights and propels progress. Don’t shy away from taking risks, trying new things, and learning from outcomes. With a curious mindset and a readiness to experiment, the possibilities are limitless. In the face of challenges, remember not to surrender. Each setback is an opportunity to learn and evolve – even a failed AB-test yields valuable insights. By segmenting data, you can better understand your users and refine optimization efforts. This journey has no finish line; it’s a continuous process of refinement. Stay resilient, keep iterating, and you’ll steadily advance towards your goals.
Thank you, and let’s continue pushing the boundaries of data-driven decision-making forward!
Which other experimenters would you love to read an interview by?
Uhh…there are quite a few CRO professionals with interesting stories.
Michael Aagaard, Anna Ambrozevich and Dejan Dragusin are just some names I would love to read interviews with. And of course, within Up Reply, there are many other fantastic colleagues with unique stories to share, e.g. Lea Koch, Marinell Falcón, Boris Nazarov, …
Thank you Laura for sharing your journey and insights with the community.
