Evidence over opinions: How to get buy-in for your optimisation ideas – Webinar
Discover how to turn website experimentation into a persuasive tool for stakeholder alignment, smarter decisions, and strategic momentum.
Good ideas don’t always win, especially when your stakeholders are clinging to assumptions, legacy thinking, or personal preference.
In this practical, fast-paced session, we’ll show you how leading digital teams use experimentation to build internal credibility, prove value fast, and shift the conversation from “we think” to “we know”.
Whether you’re launching tests or struggling to get support for them in the first place, this session will give you tools to influence decisions and position your team as a driver of real business impact.
What you’ll learn
- Why stakeholders resist optimisation (and how to win them over).
- How to position experimentation as a de-risking tool, not a science project.
- Frameworks to align test ideas with business priorities.
- Tactics for storytelling with results — making your data compelling.
- When to get help — and how a partner like Sitback fits in.
This is for you if you’re
- A digital, CX or product lead who wants to move faster — without political bottlenecks.
- Running experiments but struggling to get traction with stakeholders.
- Building a business case for more investment in optimisation.
- Tired of the HiPPO (highest paid person’s opinion) calling the shots.
- Looking to make experimentation part of your BAU, not just a quarterly initiative.
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Watch the webinar recording
Related resources
ROI calculator
Estimate the financial impact of website experimentation.
Not sure if optimisation is worth the investment? Use our ROI calculator to model the revenue upside of even small improvements to your website’s performance.
- Quantify the value of higher conversion rates.
- Model uplift from different segments or funnel stages.
- Create a compelling case for investment in CRO.
Business case template
Pitch experimentation with confidence
Use this editable template to craft a business case that resonates with your stakeholders, whether you’re justifying a single test or proposing a full CRO program.
- Guidance notes, example text, and fill-in-the-blanks prompts.
- Structure your thinking around real business impact.
- Tailored for marketing, digital, product, and CX teams.
Website optimisation guide & self-assessment checklist
Fill out the form below to access your free website optimisation guide and self-assessment checklist. This handy document will help you to:
- Rank performance against 5 key categories.
- Self-score to gauge maturity and risk.
- Identify where to focus activity based on your strengths and weaknesses.
Featured speakers
Fiona Walters, Data & Insights Manager, Sitback Solutions.
Fiona turns raw data into powerful, actionable insights. With a background in marketing and analytics, she helps clients like Gateway Bank and Achmea Australia uncover hidden issues, prioritise improvements, and unlock the ROI of data-led decision-making. She’s a big believer in experimentation, innovation, and the power of clarity – literally and figuratively.
Lindsey McHugh, Client Services Director, Sitback Solutions.
With 25 years of experience managing high-stakes digital projects – and nearly 13 of those at Sitback – Lindsey knows what it takes to turn a good website into a great one. She’s worked with some of Australia’s biggest names, from People’s First Bank to the NSW Government, and is passionate about delivering real value and growth through smart, proactive support.
Rebeka Hall, Head of Experience Design, Sitback Solutions.
Rebeka is a UX powerhouse with over a decade of experience designing beautiful, intuitive digital experiences. She’s led design for brands like CBHS Health Fund, Gateway Bank, and the Sydney Opera House, combining behavioural science with research-led design to create websites that perform as good as they look.
More webinars in this series
Fix my website performance: unlock ROI with data-led optimisation
Discover how to turn data into action through strategic experimentation.
Website insights to impact: Running experiments that actually get results
Your website should be your hardest-working asset, converting customers, building trust, and powering business growth. But when performance lags, so does ROI. Is your website performing at its best?
Need help putting this into action?
Whether you’re still shaping your business case, not sure where to start, or ready to roll out a full optimisation program, we’re here to help.
We work with digital, marketing, and product teams to uncover hidden opportunities, prioritise with confidence, and turn experiments into measurable outcomes.
Let’s turn “we think” into “we know”.