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

Finder

Comparison Innovation Manager

Senior Producer - CRO

Producer - CRO

Southern Phone

Digital Media Specialist

Content Coordinator

Australian Credit Acceptance

Digital Marketing Coordinator

Webics

The primary function of my day-to-day role in the company was the on-boarding of new web design and digital marketing clients, in addition to managing the production of digital media assets and campaigns. During my time there, we helped roughly 300 clients (mostly SMEs) along their path to digital maturity.

Co-Founder

Experiments & CRO @ Finder

Matthew Ozolins

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