Why you should consider your strategic hypotheses and functional hypotheses

How can CRO/experimentation be taken more seriously by the business, particularly senior leaders?

The most successful way to achieve this is to use experimentation to answer big business questions.

Senior leadership don't care whether your CTA is above the fold, but they do care about how to innovate the brand; generate more profit; and win vs. competitors.

The reason experimentation has never been given the respect it deserves in most businesses is because it is not approached in the right way. It's an exercise in tinkering, and not driving vision.