From 22 clicks to 5: the zero impact experiment that shaped how Edd Saunders at JobLeads tests

Edd Saunders, product experimentation manager at JobLeads, describes how a seemingly obvious personalization feature for a pizza company—allowing returning customers to reorder in one click—produced no measurable effect because customers valued browsing and control despite often choosing the same meal. He argues that experimentation should begin with validated customer problems rather than proposed solutions, using detailed journey and funnel analysis, behavioral data such as heatmaps and session recordings, and qualitative research to identify and prioritize issues by evidence and potential impact. At JobLeads, standardized workflows, shared roadmaps, and a company-wide knowledge base helped increase experiment launches from roughly 0.3 to 2.8 per month in about a year, while emphasizing learning from unsuccessful tests as much as successful ones. Saunders aims to broaden experimentation beyond specialists by enabling marketers and content managers to run tests, supported by visible feedback on their contributions and AI tools for low-cost MVP validation, documentation, and workflow automation.

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