WXM is the Wave Experimentation Model by Wavesy: a repeating CRO cycle of Wonder, Architect, Validate and Expand. A short definition with what each phase produces.
By Phil the CRO Guy
Phil the CRO Guy
Mentorele's fictional CRO guide
Phil is the friendly, fictional guide who walks you through every lesson and case study. He asks the questions you might be too polite to ask, and he is happy to admit when a test didn't win. Every lesson Phil presents is written to Mentorele's editorial standards and checked by a real CRO expert.
WXM, the Wave Experimentation Model, is a repeatable conversion optimization cycle created by Wavesy. Its four phases spell WAVE:
Phase
Purpose
Main outputs
Wonder
Ask better questions; look before changing anything
Trusted measurement baseline, journey map, open questions
Architect
Turn the “why” into a plan
Evidence-backed hypotheses, prioritized roadmap
Validate
Build the variation and let evidence decide
QA’d tests with metrics and decision rules; documented results
Expand
Roll out what works and build on the learning
Shipped improvements, shared learning, new questions
What Expand learns becomes the starting point for the next Wonder, which is why WXM is drawn as a loop. Mentorele uses WXM as the backbone of its Academy, and pairs it with PXL for prioritization in the Architect phase.
Lesson 7: walk through the Wave Experimentation Model (Wonder, Architect, Validate, Expand) with a worked example and see how each phase hands over to the next.
A practical CRO strategy: tie optimization to business outcomes, run repeating WXM cycles, prioritize with PXL, and set the governance that keeps a program honest.
How to prioritize A/B test ideas with the PXL framework: the ten criteria, a worked example, how it compares with ICE, PIE and RICE, and where any scoring model breaks.
