5 steps to get started with experience optimisation

Why C-suite buy-in matters, how organisational structure enables success, and why technology foundations must come before AI investment establish the strategic context. The question now is where to start. 

Step 1: Secure Executive Sponsorship 

Experience optimisation delivers up to 20x ROI when embedded from the top. The starting point is making the case to senior leadership, showing them the commercial opportunity cost of fragmented efforts versus the compound returns of a strategic programme. 

Frame experience optimisation as an organisational capability that drives both revenue growth and operational efficiency. Without executive sponsorship, breaking down silos and accessing the resources needed for meaningful change becomes nearly impossible. 

Step 2: Audit Your Current State Honestly 

Map which teams currently own different aspects of customer experience. Document how decisions get made and where bottlenecks exist. Identify duplicate efforts and misaligned metrics that pit departments against each other. 

Most organisations discover they're running multiple disconnected programmes that accidentally undermine each other. This audit creates the baseline for measuring progress and reveals the structural changes needed. 

Step 3: Pick One High-Impact, Low-Risk Starting Point 

Choose a single customer journey that matters commercially but won't derail the business if tests fail. Ideal candidates include checkout flows, key landing pages, or high-traffic conversion points. 

The goal is creating a visible win that builds internal momentum and demonstrates what's possible. Early success makes it easier to secure resources for broader transformation. 

Step 4: Build Cross-Functional Ownership 

Establish governance that supports rather than controls, with clear roles and decision-making authority pushed close to the work. Create shared metrics that measure holistic customer experience and business outcomes rather than departmental KPIs. 

Set up regular sessions where teams share roadmaps and learnings. This structural foundation prevents the siloed thinking that kills most optimisation programmes. 

Step 5: Measure What Actually Matters 

Track how optimisation efforts impact revenue, conversion, customer lifetime value, and operational costs. Implement measurement frameworks that connect individual tests to broader business outcomes. 

Make data accessible across teams so insights compound. Communicate results in business language that resonates with leadership. When you demonstrate clear commercial impact and operational efficiency gains, experience optimisation shifts from nice-to-have to strategic imperative. 

Start Small, Think Strategically 

These five steps create the foundation for strategic experience optimisation without requiring wholesale transformation on day one. The organisations achieving transformational results started exactly where you are now, with one decision to treat experience optimisation as a strategic framework rather than a tactical project. 

Ready to turn your digital experiences into commercial impact? Contact us to discuss how we can support your experience optimisation journey, or download our full Experience Optimisation whitepaper for the complete framework.