A popular financial services company that provides payment processing services and APIs for e-commerce applications focuses heavily on improving conversion rates through rigorous A/B testing and experimentation. The company's core product enhances conversion by optimizing checkout processes and adaptive acceptance, which improves payment acceptance rates by preventing card declines. Experimentation is also used for validating new product features, such as the flow to add bank accounts, where metrics at every step are tracked to understand user engagement and improve the user experience. Despite the challenges of instrumenting products to capture the right events and the reluctance of software engineers to handle data, the company sees experimental data as crucial for understanding user behavior and making informed decisions. Successes in experimentation, such as the adoption of a frictionless bank account addition process, demonstrate the power of data-driven insights over intuition. As the company aims for growth, it remains committed to leveraging experimentation to drive innovation and achieve its business objectives.