Sandvik Coromant is a global leader in advanced metal cutting tools manufacturing and machining solutions. As part of the Sandvik Group, they combine deep industry expertise with a strong commitment to innovation. Sandvik Coromant offers their customers a top-of-the-line e-commerce experience with over 54 000 products as well as other service offerings.
Sandvik Coromant already had a solid foundation in place with dedicated and skilled developers, UX designers, product owners and business analysts working to improve the site. However, the teams were lacking insight into how the changes they made actually performed and affected the users. They were striving to make data-driven decisions and looked for ways to unlock the full potential of data-driven product development.
1. Analysis and choosing the right tool
The initial focus of Sandvik Coromant’s journey was to understand user behavior across their digital products. Time was allocated to advanced analysis of web data and digital behaviour, forming a profound hypothesis backlog for the Web product teams to utilize.
When Google announced the sunset of Google Optimize, Conversionista supported Sandvik Coromant in selecting a new experimentation platform aligned with modern product development. For example, robust server-side testing via feature flags was selected, with a way-of-work flow integrated with the product teams’ development lifecycle.
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2. A/B-testing and Compound metrics
With the new tool in place and the hypothesis backlog filled from the insights gathered, experimentation could really begin. With the support from Conversionista, Sandvik Coromant has gone from only a few A/B-tests per year to 25 tests in 2024 and 38 tests in 2025.
Through structured A/B-testing, product teams could vastly improve how they reported the impact of their initiatives to their stakeholders, instead of relying on more unreliable before/after or market comparison data.
While continuously focusing on velocity in experimentation, effort was also put into improving the quality, by helping the teams build Metric libraries through team workshops, tying their overall business KPIs to digital product metrics that could be utilized over and over again, as well as for long term reporting.
In a B2B product context, successful product interactions do not always look the same for all users. To reflect this reality, a compound metric was introduced, combining several meaningful actions into one outcome. For a purchaser, Add to cart or Purchase might make perfect sense, but for a Researcher or CAD/CAM programmer, Downloading tool data might be the sign we are looking for.
Taking this approach, Sandvik Coromant established a more accurate way to evaluate product impact across different user roles. It also played a part in building a foundation for smarter product experimentation and more nuanced validation of product decisions.
3. Building a product analytics & experimentation capability
In 2025 a new team called DEXI (Digital Experience and Insights) saw the light of day. A dedicated team to cater to the organization’s needs in terms of analysis and insights, tracking and reporting, A/B-testing and CRO.
By bringing certain competencies together in a center of excellence, DEXI was able to not only work smoother and support more teams, but to also gain and hold the bigger perspective of the customer journey and tie web data together with other valuable data sources.
At the heart of DEXI lies data-driven product development. Looking ahead, the team will play a key role in validating and optimizing initiatives around personalization and AI, ensuring that new experiences are grounded in evidence rather than assumptions.
By integrating experimentation, we changed the trajectory of product development in several ways:
“What makes our team different is the combination of deep analytics, precise tracking, and continuous optimization. We don’t just support decisions — we shape them.”
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