Why would you spend more when you can spend less for better results? That’s the question Manbir Sodhia is constantly asking himself. As the VP of Growth Marketing at Ōura, his goal is never to stop improving his ROAS, which he does by treating every campaign like an experiment. Manbir is constantly running various forms of tests. He’s got standard A/B, multivariate, canary, and a lot more, but his big focus is incrementality. And when it comes to getting customers down the funnel, Manbir has also got a keen eye on the customer journey. He’s pushing conversions by optimizing the customer experience via qualitative data from tools like Fullstory.Main Takeaways:How Manbir is utilizing incrementality to increase his ROASWhy a variety of tests is optimal and which types you should know aboutHow to optimize the user experience to improve your funnelLinks:VICE A/B Testing FrameworkBecome a podcast advisor!Dan’s Top Tools:FullStoryRockerboxGoogle OptimizeJoin us every week as we journey to the bleeding edge of the modern tech stack.  You’ll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.