ConvEX 2025:
Experimentation & Personalisation at Scale
Catch the full conversation between Matt Maidment, Head of CX at REO, and Matt Hanwell, CRO Manager at BAT.
This session shows how BAT, a major international brand, scaled experimentation and personalisation across Europe over four years, using structured testing and data-driven insight to improve customer experience.
Behind-the-scenes:
You’ll hear how BAT evolved its experimentation into a scalable model that delivers significant, measurable commercial outcomes across markets.
Watch the webinar to learn:
- How BAT uses behavioural insights to shape customer decisions
- The experimentation approach behind BAT’s 40% win rate
- How personalisation is scaled across markets
- What leading brands are prioritising for 2026
How REO Helps Teams Scale Experimentation
We analyse real user behaviour in our UX Lab, using insights, analytics and our experimentation framework to show where testing can have the biggest impact. Our work with brands like BAT shows the value of this approach.
Our experimentation assessment includes:
- A focused review of a core funnel or key journey
- Key friction points and clear missed opportunities
- Behaviour-led recommendations for priority tests
- Expert insight on where personalisation adds value
- A short debrief session with our CRO specialists
Request Your Experimentation Assessment.
About REO
REO is an award-winning customer experience and experimentation partner, trusted by enterprise brands to improve performance across digital products and journeys.
For over a decade, our team has helped organisations understand their customers more deeply, make better decisions with evidence, and uncover commercial growth through continuous improvement.
We work closely with brands like BAT to build capability, introduce new ways of working, and ensure teams have the confidence and clarity to deliver meaningful change. Our role is to give digital leaders the insight, direction and support needed to accelerate performance.
What we bring:
- Deep expertise across CRO, UX and personalisation
- A strong focus on customer behaviour and decision-making
- Strategic guidance that helps teams drive long-term impact
- Experience working with regulated and global organisations