2025 The Lab: An Experimentation Forum by Experimentation Practitioners

The Lab is back for 2025! 

The Lab returns for another year of testing innovation, community building, and hands-on exploration. After last year's success, we're excited to bring together testing professionals and enthusiasts once again to push the boundaries of our craft.

Come join us to have a conversation around Experimentation, Conversion Rate Optimisation (CRO), A/B Testing, Product Management, User Research, and Digital Marketing. 

Australia's testing community needs a space dedicated to experimentation and practical innovation.

This event is dedicated to helping bring together practitioners and creating an environment where testing professionals can dive into real-world challenges together. In an industry that's constantly evolving, we provide the playground to try new approaches, share candid experiences, and collectively elevate our testing practices.

Share ideas, learn from experts, get inspiration on experimentation strategies and best practices. Whether you are a seasoned practitioner or just starting out in this space, this meetup is the place to connect with like-minded individuals. 

What People Said Last Year

"Today was a strong event of the year candidate for me, brilliant stuff 🚀"

"Probably the best event I've been to in a few years to be honest."

"Definitely catered to a desire/need in our sector, to have a more intimate, relevant and relatable showcase! Loved it."

"Loved the breakout session and getting to nerd out with everyone! Can't wait for the next one"

Topics & Speakers

We've got some great speakers lined up for the day, 

• Dr Simon Jackson - The lessons learned by the biggest testing organisations in the world
• Fidelma Maher - Practical tips for connecting research with experiments
• Maxx Bethke - The next level roadmap, testing what matters when it matters
• Panel discussion - Exploring the relationship between Experimentation and Personalisation

The most important part, however, is the breakout time! Get a chance to dive deep on topics important to you and share problems you've worked through.

Location

Rooftop - Pyrmont Bridge Hotel

96 Union St, Pyrmont NSW 2009

Help Shape The Lab

What topics would you like to see covered this year? We're building this event for you, and your input matters.

When you reserve your spot, let us know what testing challenges you're facing or what topics you'd like to dive into during the event. Your suggestions will help us create the most valuable experience possible.

Food and drinks will be provided, so come with a curious mind for a day of fun and learning.

About the Lab

The Lab started life as a monthly pub meetup where anyone running digital testing, or even interested in the subject, could come exchange practical challenges and share ideas over a couple drinks and some food.

Starting in 2024, we expanded these informal gatherings into something a little bigger. While our audience has grown, we've preserved the original spirit - creating space for knowledge sharing, improving our craft, and building a community.

Do I need to be an experienced tester?

Absolutely not - members of our community have a wide range of testing experience from just getting started through to a decade or more of running experiments and everything in between. No matter your level, you bring a valuable perspective to the conversation.