Jonny Longden

Digital Experience Director | Helping you put experimentation at the heart of your business | Top Experimentation Influencer

My career has been driven by a singular obsession: fundamentally changing the way the business world makes growth and innovation decisions. For nearly two decades, I've forged a unique path using data and experimentation to ignite digital innovation and elevate customer experience.

While the term 'experimentation' has gained traction, I've observed a profound disconnect in its application. Too often, it's relegated to superficial A/B testing or seen as a tactical tweak, failing to deliver its true potential as a strategic driver of growth. This narrow focus leads to siloed learning, unquantifiable investment, and continued reliance on opinion and guesswork for critical business decisions.

This is why I champion Experimentation-Led Growth (ELG). At its core, ELG is about moving beyond mere 'optimisation' to build robust, evidence-driven operating systems for sustained business impact. It's about empowering organisations to de-risk ambitious innovation, accelerate learning velocity, and generate compounding commercial outcomes. My work focuses on integrating Growth Experimentation Systems & Engineering – connecting the strategic vision, the operational infrastructure, and the customer insights to ensure every investment drives tangible, measurable progress.

My unique blend of agency, client-side, and management consultancy experience at senior levels has equipped me with a holistic view of the digital landscape. From leading product analytics for Visa Checkout and building high-impact product discovery teams at Sky, to owning the P&L for front-end Digital Product at Boohoo Group, as well as scaling a digital experience consultancy from scratch, I've consistently applied an experimentation mindset to unlock significant commercial value.

I partner with visionary leaders – VPs of Growth, Product Directors, Digital Directors, and C-suite executives – who are determined to move past the limitations of traditional approaches. If you're looking to transform how your teams learn, ship, and grow; if you're seeking to embed genuine evidence-based decision-making across your organisation; or if you want to unlock step-change velocity and impact from your digital investments, let's connect. I'm keen to share insights and explore how a Growth Experimentation approach can redefine your trajectory.

Contact me at jonny@speero.com or +44 777 909 6222 to find out how we can help you grow.

Director, Digital Experience Services

90% of all changes made to websites are based on opinion and are a waste of time and money because…

It is impossible to know 1000s of customers
Your opinion is deeply biased
You can’t rationalise the irrational

Regardless of the size of your business, the answer is to put data and experimentation at the heart of your development operations. 

We help you do that. 

We take the guesswork out of decision making and provide consultancy and training, systems and frameworks, and experimentation agency services to help you reach your full growth potential.

Email me to learn how to put experimentation at the heart of your business: jonny@journeyfurther.com
Subscribe to my newsletter: jonnylongden.com/newsletter

The hot topic in our industry right now is Agentic Synthetic Testing.

Imagine this: You upload two designs. The system spins up 100,000 AI agents. It gives each one a backstory: "You are a 54-year-old from France, low digital literacy, poor eyesight, looking for a bargain." It runs the simulation. It tells you Version B won. It takes 5 minutes.

No traffic needed. No waiting. Instant statistical significance.

This technology is incredible. It is coming. And it will be valuable 𝗮𝘀 𝗹𝗼𝗻𝗴 𝗮𝘀 𝘆𝗼𝘂 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝘄𝗵𝗮𝘁 𝗶𝘁 𝗿𝗲𝗮𝗹𝗹𝘆 𝗶𝘀.

If you treat this as "proof," you are making a mistake.

An AI model is a probability engine trained on what has already happened. It aggregates the "average" of the entire internet. When you test with synthetic users, you aren't testing reality - you are testing against a massive database of heuristics and best practices on steroids.

You are optimizing for the average. You are engineering mediocrity.

Use it for speed: Use it to squash bugs, check accessibility, or filter out terrible ideas before they launch. Use it if you don't have the volume of traffic to do real tests. 

Don't use it for truth: It cannot predict the irrational, messy, emotional behavior of a real human being reacting to a new market condition or a brand new innovation.

Synthetic testing is a map. It is not the territory. By all means, use the map. But don't forget to look out the window at the real world occasionally.

#experimentation #growth #experimentationledgrowth #growthexperimentation #ai #generativeai #productivity

Chief Growth Officer @ Speero | Growth Experimentation Systems & Engineering | Product & Digital Innovation Leader

Binary Bear Limited

Founder & CEO of Binary Bear- a UK based marketing company specialising in site optimisation, UX and analytics

Founder & CEO

Consultant, strategist and trainer specialising in CRO governance, strategy, training and testing

Managing Director

Chartered Institute of Marketing (UK)

I am the course director for CRO courses for the Chartered Institute of Marketing 2016/17

Course Director, Conversion Rate Optimisation (Part Time)

Fresh Egg Digital Marketing Agency

I started as a a consultant and strategist running optimisation and usability programmes for blue chip clients before moving into a business development role selling solutions across SEO, web development/build and CRO.

Conversion Services Director/Business Director

Goodgame Studios

I was the Conversion Lead for Goodgame Studios, the leading mobile, Facebook and browser game publisher running a team of 50 conversion optimisers and artists. My team had responsibility for Landing Page design and performance, display and Facebook advertising design and performance, and App Store Optimisation (ASO) and performance in over 50 countries.

Global Conversion Lead

Oban Digital

I was the lead consultant for conversion services at Oban Digital, with overall responsibility for sales, marketing, client services and strategy. I spoke regularly at events all over the world on all facets of Conversion Optimisation and MVT and worked on UX and Optimisation projects with brands like Boots, Man United, STA Travel and Dell.

Director of Conversion Services

Future Publishing PLC

I was the Group Advertising Manager of the Techradar Group until June 2011 running the commercial teams for the specialist consumer electronics website Techradar and the print/e-publications Hi-Fi Choice, Home Cinema Choice, What Video, What Plasma and What Satellite. I also looked after priority accounts such as Sony, Panasonic and Garmin. Prior to this internal promotion I was the Digital Commercial Manager for the industry leading gadget website, T3.com from August 2007-September 2008.

Group Advertising Manager

iCrossing

I worked in the Business Development and Consultancy team for iCrossing, a global thought leader in SEO, PPC and Social Media, specialising in the Retail, Travel and eCommerce verticals. I generated over £500k in new business from organisations as diverse as Redrow Homes, Braun,  Exchange and Mart, Thistle Hotels and Club 18/30 holiday group.

Business Development Manager

Chemistry (now Publicis)

I planned and bought global digital and print advertising for this leading tech specialist advertising agency, with accounts as diverse as Plusnet, Webtrends and Crucial Technology. In a dual role in Business Development, I also brought in some notable advertising accounts, including the €1m spending technical real estate company, Global Switch.

Media Account Manager/Business Development Manager

Datamonitor PLC

I sold digital and print advertising for Computer Business Review, the leading publication for Enterprise IT. I specialised in the Mobile Operator sector, and my clients included Orange, Vodafone, O2, T-Mobile and Three, plus SAP, Oracle and Sun Microsystems in the wider Enterprise IT space.

VNU Business Publications PLC (now Incisive Media)

I sold print and web advertising solutions to Corporate Computing clients across a portfolio of B2B and B2C computing titles including Computing, Network News, VNUnet.com, Computer Reseller News and ComputerActive. My accounts included Sun Microsystems, Sony and D-Link.

Corporate Sales Account Manager

Founder and CEO at Binary Bear Limited

16 years+ in CRO, UX and Experimentation
Business owner and consultant
Co-founder and judge Experimentation Elite awards
Speaker Conversion Conference (US and UK), eMetrics (Milan), In Orbit (Portoroz, Slovenia), 3XE (Dublin), Brighton SEO (UK)

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