EP7: Test Smarter, Grow Faster: Nicole Storey on Experimentation
April 14, 2026
In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale sit down with Nicole Storey, Co-Founder and Head of Experimentation at Hookflash, to reveal how experimentation can transform website performance and customer experience. Nicole breaks down why running tests without a clear hypothesis wastes time, how to align SEO insights with on-site experience, and why “losing” tests can be the most valuable lessons. She shares practical frameworks for data-driven decision-making, creating tailored landing pages, and building a culture that drives sustainable growth. Tune in to learn how experimentation can turn insights into real business results.
Key takeaway: Experimentation with a clear hypothesis turns website data into actionable insights that drive real business growth.
In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale sit down with Nicole Storey, Co-Founder and Head of Experimentation at Hookflash, to reveal how experimentation can transform website performance and customer experience. Nicole breaks down why running tests without a clear hypothesis wastes time, how to align SEO insights with on-site experience, and why “losing” tests can be the most valuable lessons. She shares practical frameworks for data-driven decision-making, creating tailored landing pages, and building a culture that drives sustainable growth. Tune in to learn how experimentation can turn insights into real business results.
Key takeaway: Experimentation with a clear hypothesis turns website data into actionable insights that drive real business growth.
What You’ll Learn:
- Why your website is your most underoptimised channel
- How to avoid the mismatch between search intent and on-site experience.
- The power of data-driven hypothesis building before you test.
- Why losing tests are often more valuable than winning ones.
- How to talk to stakeholders who fear the maths.
- The practical first step toward personalisation.
- How to build a culture where people enjoy the work they do.
Nicole Storey is Co-founder and Head of Experimentation at Hookflash, a recognised leader in digital optimisation and experimentation strategy. With a background in computer science and a decade of experience building analytics and experimentation programmes, Nicole has helped numerous brands understand customer behaviour and unlock website performance gains. Previously leading analytics and experimentation teams at Merkle, she founded Hookflash to address a critical gap in the market: the absence of holistic website optimisation that ties together analytics, SEO, and experimentation. Her work has positioned Hookflash as a trusted partner for organisations seeking to transform data-driven insights into measurable growth and customer-centric experiences.
Mark Clydesdale is the Head of Strategic Consulting at Tap CXM and a customer-obsessed marketing strategist who turns messy data and competing P&Ls into clear, scalable personalisation. He’s best known for championing relevance and bringing a strategic perspective on the importance of relevance in personalisation. Having worked across sectors from telco and banking to retail and media, Mark bridges the gap between customer insight, decisioning, and real-world execution.
Chantelle Casey is the Principal Solutions Architect at Tap CXM and a marketing operations and MarTech leader who builds the plumbing that makes personalisation work at scale. She specialises in unified customer views, decisioning, and “next-best-everything” logic. Currently, her focus is on supporting clients in transforming their business to best, optimising their customer experience, improving their agility, and developing better ways of working that are insight-driven and customer-focused.
Episode Resources:
- Nicole Storey on LinkedIn
- Hookflash Website
- Chantelle Casey on LinkedIn
- Mark Clydesdale on LinkedIn
- Tap CXM Website