ABOUT
Built in New Zealand to raise the standard of experimentation
The Experimentation Practice brings together enterprise experimentation leadership and experience to help organisations deliver experimentation and mature their internal capability.
Why we exist
Why the practice exists
Too many teams are asked to experiment without the support to do it well. Testing tools are available, but shared literacy, operating rhythms, decision standards and leadership confidence often lag behind. The Experimentation Practice exists to close that gap — helping organisations move from isolated tests to a trusted, repeatable and commercially useful experimentation practice.
Raise the standard
Move beyond isolated tests toward consistent, evidence-led decision-making.
Build capability before output
Give teams the skills, standards and support to make experimentation sustainable.
Local roots, broader reach
Built in Aotearoa New Zealand, with experience across New Zealand, Australia and global organisations.
PRACTITIONER-LED EXPERIENCE
Practitioner-led experience
The practice is led by two operators with complementary experience: enterprise experimentation strategy and execution, and agency growth across the New Zealand and Australian optimisation market.
Tracey Reed
Co-founder, The Experimentation Practice
Tracey brings enterprise experimentation strategy and execution experience across digital product, ecommerce and customer experience. Her strength is turning experimentation from a set of isolated tests into a practical business capability — connecting customer insight, commercial priorities, test design, measurement and stakeholder decision-making. She focuses on the operating models, standards and rituals that help experimentation become trusted inside complex organisations: prioritisation, governance, measurement quality, reporting, knowledge sharing and senior stakeholder confidence.
- Enterprise experimentation
- Strategy and execution
- CRO maturity
- Measurement standards
- Stakeholder alignment
Cornelius Boertjens
Co-founder, The Experimentation Practice
Cornelius helped pioneer CRO and experimentation services across New Zealand and Australia. He co-founded Catchi in Auckland, expanded the agency into Australia, and helped build one of ANZ’s recognised digital optimisation consultancies before its acquisition by Havas Group. His strength is building experimentation capability into a commercially credible growth function — connecting market education, client relationships, partnerships, advisory and practical enablement for organisations ready to mature how they test, learn and decide.
- CRO category building
- Agency growth
- Commercial strategy
- Partnerships
- Experimentation advisory
Our point of view
Our point of view
Experimentation works when it is treated as a serious business capability, not a marketing tactic or an optimisation channel.
We created The Experimentation Practice to help more teams build the capability to test, decide and grow with confidence. Too many organisations are expected to experiment without the training, standards or support needed to do it well. Our goal is to make experimentation more practical, trusted and commercially useful, starting in New Zealand, with a standard that can travel.
Standards-led approach
Standards-led approach
Our work is shaped by a shared standard: assess where capability sits today, enable teams through practical support, build shared learning, and connect practitioners around better evidence-led decisions.
Assess
Benchmark maturity and identify the gaps that matter most.
Enable
Support teams to deliver experiments while building capability.
Learn
Build shared literacy through practical learning and insights.
Connect
Support a community of practitioners raising the standard together.
NEXT STEP
Start a conversation
Talk to us about your current experimentation maturity, team structure and the kind of support you need.