CUSTOMER STORIES
How Enchanting Travels scaled their experimentation program from 20 to 200 experiments a year
Enchanting Travels, part of the globally recognized Travelopia Group, is known for creating unforgettable travel experiences. Behind the scenes, their digital team, led by Marcello Pasqualucci, Head of Web, drives continuous growth and innovation through rigorous experimentation.
Moving Beyond Excel and Jira
Enchanting Travel’s experimentation journey started much like many others—using cumbersome Excel sheets. “Excel was a nightmare,” Marcello shares, describing the challenge of gathering, planning, and sharing critical experiment information efficiently. Later, Marcello leveraged his expertise in Jira, a versatile project management tool, but soon encountered its limitations for effective experimentation.
When the opportunity arose to enhance their experimentation capabilities, Marcello turned to Effective Experiments. This decision marked a pivotal turning point for the team.
“Effective Experiments really changed how we work,” explains Marcello. Unlike general tools, Effective Experiments provided a dedicated platform designed explicitly for experimentation teams, empowering users to track and measure experiment health accurately.
Unlocking Better Results Through Data-Driven Experiments
After conducting over 200 experiments, Enchanting Travels’ data revealed a compelling insight: experiments grounded in solid research and data were twice as likely to yield positive outcomes.
“Effective Experiments helps you understand what you’re doing right and wrong,” Marcello notes. The platform highlights whether experiments are informed by solid data or merely guesswork, ensuring the team stays focused on impactful activities and pages.
Building a Robust Experimentation Culture
Effective Experiments wasn’t just about improving processes—it reshaped Enchanting Travels’ culture. The clarity and structure it provided made experimentation accessible to the entire company. Marcello’s team saw a cultural shift: team members began focusing less on quick wins and more on learning and insight.
“You know you’re getting the right culture when people start asking about learnings, guidelines, and principles—not just uplift and winning rates,” Marcello emphasizes.
Standardizing Success
The shift from general tools like Jira to Effective Experiments standardized experimentation processes across Enchanting Travels. The intuitive interface ensures everyone follows best practices, eliminating guesswork and shortcuts.
“It’s crucial to define hypotheses and metrics before running experiments—not afterward,” Marcello explains. Effective Experiments makes this simple and intuitive, leading to higher-quality experiments and better organizational learning.
Results That Matter
A key question for any organization investing in experimentation is, “What’s the ROI?” Enchanting Travels found their ROI not only in higher-quality experiments and clearer insights but also in significantly improved efficiency and alignment across teams. The structured approach provided by Effective Experiments meant fewer wasted resources and better decision-making, directly impacting the company’s bottom line.
Enchanting Travels was recognized for its robust experimentation culture, shortlisted for the prestigious Experimentation Culture Awards. This acknowledgment underscores the tangible benefits Effective Experiments has delivered: structured processes, data-driven decisions, and a culture that values learning above everything.
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