91 A/B testing influencers you need to follow in 2024
Welcome to our fourth annual experimentation influencers list.
We conduct in-depth research each year to create a must-follow list of the minds shaping experimentation today. The goal is to spotlight individuals you can follow to learn more about A/B testing, CRO, and experimentation.
To make the list, we focus on individuals with a high "followability" score, ensuring you get the best insights and trends in A/B testing.
Every year, we optimize how we make the list and showcase emerging trends. Here are two key changes we've made in 2024:
- We've introduced a new category: Artificial Intelligence (AI). AI is changing how people experiment—it's not just a fad. You need it to succeed.
- While our main list continues to feature influential voices for English-speaking markets, we've expanded it to include names from around the globe. You'll find names from APAC, Africa, LATAM, the Middle East, and Europe. Finding these names is not easy. We've invited readers to share notable names for others to learn about and follow.
As such, we increased the initial pool of people we reviewed, spending over 68 hours researching 670+ industry names to create an ultimate list of people to follow in 2024. This year, 35 new names made the list.
How we built the 2024 list of A/B Testing Influencers
We gathered suggestions from various sources and community leaders to create a list of over 670 people in experimentation, product, UX, AI, and data.
To help us evaluate who should make the article, we gave each person a score based on;
- How regularly they post original content on LinkedIn and communities related to experimentation.
- If they speak at events dedicated to their area of expertise.
- If they produce regular original content, e.g., a YouTube show, podcast, or newsletter.
- How many followers they have on LinkedIn.
Finally, we continued to prioritize new and underrepresented voices. This year, diverse voices make up 64% of our list, compared to 41% in 2022 and 18% in 2021.
The above helped us gauge the “followability” of individuals. Then we added them to one of seven categories;
- Top Optimization Influencers
- Top Product & Feature Experimentation Influencers
- Top AI Influencers
- Top UX, Copy & User Behavior Influencers
- Top Data & Analytics Influencers
- Rising Influencers
- Regional Authorities
When multiple people had the same score, we selected who made the list based on their content's originality and LinkedIn activity.
It's a map! Each year, there are shifts in who makes the list depending on whether they have shared original content or participated in public conversations recently. Dozens of world-class experimenters choose not to maintain a regular LinkedIn presence or prefer anonymity. That doesn't make them unworthy of following. This list aims to help those wanting to learn about experimentation by spotlighting those that are actively sharing information and sculpting its practice. It’s not a rating system. It’s a map.
It’s also impacted by newcomers in the industry and what individuals get up to throughout the year. Consider Erin Weigel, who just released a book, "Design For Impact," and is on the speaking circuit. Thanks to another influencer, Kevin Anderson, we know that in Q2 alone, she grew her LinkedIn following by 16%. Meanwhile, Elena Verna grew her LinkedIn following by 10% in the same time period, swelling her follower number to well over 100k.
Influencers are listed by category, not ranked. All these voices know experimentation well. To help readers orient, we’ve organized the names by where the influencer has done most of the work (e.g. Web vs. SDK, Product vs. Marketing, Analyst vs. Designer, etc.). In many cases, the line is blurry.
Whatever the case, follow and reach out to these generous minds. They are quick to help you learn more about who’s who in the space. Browse through, follow them on LinkedIn, and stay updated with industry trends. You'll learn something new; we always do.
P.S. Moving forward, the scoring criteria will evolve to continue to reward diversity and new voices - around the world. Join us in celebrating new voices by sending recommendations of names shaping a/b testing to [email protected].
Top Optimization Influencers
These voices know A/B testing inside and out with a special focus on web experimentation.
Shiva Manjunath
Hot takes about testing to learn
Shiva has worked in experimentation for over a decade at Motive, Speero, Gartner, Norwegian Cruise Line, and Solo Brands. He shares a ton of knowledge online via engaging memes, hot takes, and unfiltered honesty. He hosts the popular podcast From A to B, featuring conversations with different voices across the digital marketing spectrum - with a focus on all-things experimentation. Ask him about “best practices.”
✅ No. of years on list: 4
📚 Noteworthy content: ChatGPT hack for copy
🤝 Meet at EXL+UNITE
🛜 Follow Shiva:
LinkedIn
From A to B podcast
Talia Wolf
The Emotional Targeting Framework inventor
Talia founded Getuplift, a customer-first CRO agency which helps clients understand why people buy from them through emotion-based experiments. She also created the Emotional Targeting Framework, designed to help brands leverage the power of emotions to increase conversions. Talia has trained companies worldwide and taught on stages such as Google, MozCon, CTAconf, Product Hackers, and many more.
✅ No. of years on list: 4
📚 Noteworthy content: The Complete Guide For Using Emotional Marketing To Increase Conversion Rates
🛜 Follow Talia:
LinkedIn
YouTube
The Conversion Corner newsletter
Ben Labay
The Framework Creator
Ben is the CEO of the experimentation agency Speero, an artist and a conservation scientist. When he’s not in Figma, leading Speero, or helping put together EXL+UNITE, he loves creating frameworks that help others run their own testing programs. With the help of his team, Ben has developed over 40 framework blueprints covering everything from how to structure your CRO team to the best format for hypotheses, all of which are free.
✅ No. of years on list: 4
📚 Noteworthy content: Experimentation Program Benchmark Report 2024
🤝 Meet at EXL+UNITE
🛜 Follow Ben:
LinkedIn
YouTube
Marianne Stjernvall
The Queen of CRO
Having spent over ten years in CRO, growth, and personalization roles, Marianne has just launched a new CRO agency—ConversionHub, which guarantees senior consultants. This self-professed ”Queen of CRO” has worked as a Digital Director for Tele2 and advised the AI startup Bubbi.ai. For Marianne, giving back to the community is essential, so she’s a regular event speaker and created the Nordic CRO community on Slack.
✅ No. of years on list: 4
📚 Noteworthy content: Where does CRO end and Personalization begin?
🛜 Follow Marianne:
LinkedIn
Deborah O’Malley
Sweet toothed tester
Deborah founded GuessTheTest—a gamified A/B case studies website and is the CEO of Convert Experts. She’s amassed nearly 19k followers on LinkedIn, thanks to her no-holds-barred thoughts on the industry. Deborah received her Master of Science, where she specialized in eye tracking, and is a lecturer on product analytics at Queen's University. She’s also a published author of six peer-reviewed journal articles and hundreds of other online pieces. When she’s not testing or writing she’s making homemade fudge.
✅ No. of years on list: 3
📚 Noteworthy content: Statistical significance clearly explained
🛜 Follow Deborah:
LinkedIn
Daphne Tideman
Growth advisor to eco-friendly D2C startups
Daphne spent five years at RockBoost, a leading growth hacking agency, and co-authored 'Growing Happy Clients,' which is described as a "must-read for consultants in the digital space." Following this, Daphne became the Head of Growth at Heights, a brain care startup. She scaled it from £28K to £343K MMR in 18 months. Now, Daphne works primarily with eco-friendly and wellness D2C startups to develop their growth teams. She is also the co-founder of the Women In Experimentation group.
✅ No. of years on list: 2
📚 Noteworthy content: The ultimate D2C growth swipe file.
🛜 Follow Daphne:
LinkedIn
Growth Waves Newsletter
Brian Massey
The Conversion Scientist
Brian can be spotted wearing his white lab coat while speaking at conferences worldwide. He founded Conversion Sciences in the early days of CRO (2007), focusing on a rigorous approach to behavioral science and experimentation. He’s the author of Your Customer Creation Equation: Unexpected Website Formulas of The Conversion Scientist.
✅ No. of years on list: 4
📚 Noteworthy content: A Comprehensive Guide to Landing Page Optimization in 2024
🛜 Follow Brian:
LinkedIn
Lucia van den Brink
A black belt in scaling experimentation programs
Lucia co-founded the 1000-strong Women In Experimentation slack community, which hosted its first live summit in 2024, attracting 800 global attendees. During the day, Lucia runs her experimentation agency, Increase Conversion Rate, which was nominated for Agency Team of the Year at Experimentation Elite. She’s big on high-traffic testing programs and has run 800+ experiments on over 25M users worldwide. Outside of work, Lucia is a novelist and placed third in the national Netherlands karate competition.
✅ No. of years on list: 2
📚 Noteworthy content: 1-2-4 Brainstorm template.
🛜 Follow Lucia:
LinkedIn
Ruben de Boer
Helping organizations excel in experimentation
Ruben is a multi-award-winning Lead Consultant at Online Dialogue. He’s known for moving organizations from CRO silos to experimentation across product teams.
Ruben also founded Conversion Ideas, which offers affordable and free courses to over 16,000+ students. He believes everyone should have a chance to learn and excel in experimentation.
✅ No. of years on list: 2
📚 Noteworthy content: 7 important tasks for an Experimentation Center of Excellence
🛜 Follow Ruben:
LinkedIn
Newsletter
Sagrika Agrawal
Checklist CRO
Sagrika is a Conversion Rate Optimization Analyst who has worked with UNICEF India, Redbull Mobile Saudi, among other notable organizations. She was featured on our 2023 Rising Stars list and has continued to share insightful (often humorous) posts alongside her signature checklists.
✅ No. of years on list: 2
📚 Noteworthy Content: Steps to Analyze Your LOST A/B Tests
🛜 Follow Sagarika:
LinkedIn
André Morys
An OG Optimizer
André founded the experimentation agency KonversionsKRAFT in 1996 and created one of the first German usability labs in 1999. Today, KonversionsKRAFT is a leading optimization consultancy in the D-A-CH region. André is one of the founding members of Go Group Digital, an intentional network of CRO agencies. He and his team are also behind one of Europe's largest conferences, the Growth Marketing Summit which has rebranded to “Growth Minded Superheros” for next year.
✅ No. of years on list: 4
📚 Noteworthy content: Battle of Cultures in Experimentation with André Morys
🛜 Follow André:
LinkedIn
X
Manuel Da Costa
The Product-Process Gap
Manuel founded Effective Experiments, a platform for managing product experiments using customized workflow and guardrail features. The platform is based on Manuel’s Experimentation Ops™ Framework, which uses behavioral psychology and organizational dynamics to build cohesive and centralized experimentation programs. Manuel has run some great conferences over the years, including LeanConf and Conversion World, which is now an online community.
✅ No. of years on list: 2
📚 Noteworthy content: Leadership Expectations vs. Product Team Reality: The Product-Process Gap
🛜 Follow Manuel:
LinkedIn
Jonny Longden
Optimizing optimization
Over his career, Jonny has worked with Visa, Nike, O2, Principal Hotels, and Nokia and built one of the UK’s largest in-house conversion optimization teams at Sky. Today, Jonny is the Group Digital Director at the Boohoo Group. Will he be as vocal about experimentation at Boohoo as he was in his previous role? In his spare time, he delves into German philosophy and shares regular posts on LinkedIn.
✅ No. of years on list: 4
📚 Noteworthy content: A manifesto for overhauling digital ‘experimentation’
🛜 Follow Jonny:
LinkedIn
Ton Wesseling
Eat, sleep, experiment, repeat.
Ton has worked in the industry for over 20 years and founded the CRO agency Online Dialogue. He’s done much to build the CRO community, including running The Conference (formerly known as Conversion Hotel) and the Experimentation Culture Awards. In 2023, he received the Legend of Experimentation Award at Experimentation Elite and is a frequent keynote speaker at international conferences. Ton also maintains a list of CRO-related conferences at Conversion Events.
✅ No. of years on list: 4
📚 Noteworthy content: Bringing the human factor into experimentation
🛜 Follow Ton:
LinkedIn
Top Product & Feature Experimentation Influencers
These minds focus on using experimentation to optimize products and product-led growth
Rommil Santiago
Creating a diverse nation of experimentation folk
Rommil founded one of the most popular industry communities—Experiment Nation. He’s a fantastic champion for promoting new and diverse voices in the industry through the Experiment Nation salary report, certification, videos, and podcast—which has over 10K followers on YouTube. Rommil also shares two decades of experience building experimentation programs from the ground up in his book, "Sprinting to Show Value: How to Survive Launching an Experimentation Program."
✅ No. of years on list: 4
📚 Noteworthy Content: Experiment Nation's 2024 CRO Salary Report and how to paid what you're worth
🛜 Follow Rommil:
LinkedIn
Elena Verna
The PLG Avenger
Elena describes herself as a one-person Avengers team, doing everything from interim executive positions to advising, investing, course creation, poetry, and being a mom. She’s worked with Miro, SurveyMonkey, MongoDB, and HP. After five years freelancing, she’s headed back to a full-time role as Head of Growth & Data at Dropbox. As a program creator and partner at Reforge, she teaches others about experimentation, monetization, growth leadership, and PLG.
✅ No. of years on list: 2
📚 Noteworthy Content: Manage an experimentation program
🛜 Follow Elena:
LinkedIn
Substack
Guillaume Cabane
HyperGrowth
Guillaume is a growth marketing expert with a strong ROI focus. He has been “doing internet since 97,” and over the past 15 years, he’s developed a special taste for B2B SaaS projects.
After leading growth teams at Segment and Drift, Guillaume realized he thrives when in charge of both marketing and engineering teams. Today he is a growth advisor for B2B SaaS Startups including G2, Gorgias, Metadata, Madkudu and others. His content on ‘experiment systems' shows a new way of how companies and experimetnation experts should be operating.
✅ No. of years on list: 1
📚 Noteworthy Content: How to set up your org to support emerging low-CAC strategies and gain a competitive edge
🛜 Follow Guillaume:
LinkedIn
Sid Arora
Not just another product manager
Sid studied to become a computer engineer but moved into an analyst role at American Express. From there, he moved into product roles for Zomato and RateGain. Today, Sid is the Group Product Manager for experimentation and Analytics at Yelp. He shares content aimed at early-stage PMs looking to get hired and develop their careers in the field. Sid is also launching a new live video series (dates announced on LinkedIn) called Product Kahanina, which will be in Hindi/Urdu.
✅ No. of years on list: 2
📚 Noteworthy Content: Mental Models: A Guide To Enhance Decision-Making For Product Managers
🛜 Follow Siddharth:
LinkedIn
X
Aakash Gupta
The Product Growth Guy
Aakash is a top product voice on LinkedIn as was the VP of Product at the Unicorn, Apollo. Before that, he worked in product roles at Google, Epic Games, and Affirm. He recently left his VP position to focus full-time on his product growth newsletter, which already has over 119k subscribers.
✅ No. of years on list: 2
📚 Noteworthy Content: When to A/B Test
🛜 Follow Aakash:
LinkedIn
X
Substack
Ben Williams
PLGeek
Ben has spent 20+ years building and scaling cross-functional product and growth teams and now advises founders of B2B startups to implement PLG across acquisition, retention, and monetization. Previously, he headed up product and growth orgs at Snyk, CloudBees, and IBM. His newsletter contains great content, including templates and in-depth explanations about PLG concepts.
✅ No. of years on list: 2
📚Noteworthy Content: Experiment Plan Template
🛜 Follow Ben:
LinkedIn
Substack
Leah Tharin
Spilling the tea on PLG
Leah Tharin is a leading Product-led Growth Advisor for scaling B2B companies and the Interim CPGO of GotPhoto. She has led products like Jua.ai and Smallpdf, which have over 50 million monthly active users. She is also a program creator, lecturer, executive coach, and portfolio growth advisor to VC funds like Notion Capital. She shares her experiences on her podcast, PRODUCTEA.
✅ No. of years on list: 2
📚 Noteworthy Content: Leah’s curated list of Knowledge on Notion
🛜 Follow Leah:
LinkedIn
Substack
Alexandre Suon
Experimentation prodigy
Alexandre is Head of Experimentation at the Accor Group and Co-founder of the Henkan & Partners agency. He advocates for Product-led Growth strategies based on experimentation, personalization, data analysis, and establishing an associated corporate culture. Recognized for his skills, he’s won awards from King's College, Harvard Business School, Optimizely, and the Experimentation Culture Award.
✅ No. of years on list: 1
📚 Noteworthy content: How to build a culture of product experimentation across your organization
🤝 Meet at Experimentation UNITE
🛜 Follow Alexandre:
LinkedIn
Erin Weigel
Designing for impact
Over a nine-year stint, Erin ran over 1,400 experiments and experimented at-scale through Design Systems at some of the largest travel booking and food delivery sites in the world. While Erin specializes in data-informed design and experimentation, her focus has shifted somewhat to encompass design systems, operations, and product accessibility. Her book Design for Impact: Your Guide to Designing Effective Product Experiments was released in June 2024 and has already reached first place in Amazon’s New Releases list.
We also wish to highlight that Erin’s follower count on LinkedIn has grown 16% ALONE in Q2 of 2024 (thank you Kevin Anderson for the social stats!). Keep the momentum going Erin!
✅ No. of years on list: 3
📚 Noteworthy Content: The Good Experimental Design
🛜 Follow Erin:
LinkedIn
X
Kevin Anderson
Experimental Mind
Kevin is the Product Manager of Experimentation at Vista where he enables experimentation at scale. He has a decade of experience in Product, Analytics, and Experimentation roles at ING. He co-founded ExperimentationJobs.com and writes the popular weekly Experimental Mind newsletter.
Kevin approaches life as a series of experiments, challenging the status quo, thinking creatively, and using data of all types to make informed decisions. In his free time, he enjoys climbing Scottish Munros and photography. Currently, he's writing a paper on experimentation infrastructure—stay tuned!
We also want to highlight follower growth insights Kevin has provided which show the progress some industry influencers have made. We think these stats reflect how much our industry is growing and some of the great people in it.
✅ No. of years on list: 1
📚 Noteworthy Content: Curating Experimentation with Kevin Anderson
🛜 Follow Kevin:
LinkedIn
Newsletter
May Chin
Scaling startups with product experimentation
May has made strategic decisions regarding the growth strategies of multi million-user consumer products, apps, and platforms across SEA, such as Mindvalley, Lazada, and iPrice. Her career has been spent bringing these new products to fruition and optimizing them for success.
Recently, May joined ZALORA to lead the formation of a new product growth, experimentation & analytics business unit from scratch. You’ll find her speaking at conferences and events around Asia.
✅ No. of years on list: 1
📚 Noteworthy Content: May Chin, Experimentation at Zalora
🛜 Follow May:
LinkedIn
Léa Samrani
App product growth
Léa is a Fractional CPO and product Growth Consultant specializing in subscription apps and product-led growth. She has over a decade of experience growing top-grossing apps like Bumble, Badoo, Busuu, and Uptime. She’s a regular industry speaker, a coach on SYSTM, one of the top startup accelerators, and a Monetization Consultant at Aperture, the award-winning app growth agency.
✅ No. of years on list: 2
📚 Noteworthy Content: A/B Testing Experiments That Generate Big Results
🛜 Follow Léa:
LinkedIn
Top AI Influencers Influencing Experimentation
Experts on demonstrating where AI and experimentation worlds mix - for the better
Craig Sullivan
Optimize or Die
Craig is a user experience champion who has spent decades working with high-street retailers and leading brands. With a ton of experience across A/B testing, usability, and analytics, he has delivered over 30M revenue uplift for his clients. When he’s not DJing at the end-of-conference parties, Craig is researching AI applications and how they can optimize how we experiment.
✅ No. of years on list: 3
📚 Noteworthy content: AI Playbook for Research, CRO, and Experimentation
🤝 Meet at Experimentation UNITE (you don't miss his workshop October 9)
🛜 Follow Craig:
LinkedIn
X
Brandeis Marshall, PhD
Move slow and build ethical AI
Brandeis Marshall teaches, speaks, and writes about the impact of data practices on society and advocates for moving slower and building more responsible human-centered AI.
She is a computer scientist and an accomplished educator-scholar who runs the Black Women in Data Summit. She is also the Founder and CEO of DataedX Group, a data ethics learning and development agency. She somehow found the time to write the book Data Conscience: Algorithmic Siege on our Humanity as a counterargument to tech’s move fast and break things philosophy.
✅ No. of years on list: 1
📚 Noteworthy content: Responsible AI Learning List for 2024
🛜 Follow Brandeis:
LinkedIn
Newsletter
Sadie St. Lawrence
Human Machine Collaboration
Before diving into data science and AI, Sadie was immersed in neuroscience, researching emotional learning and memory. In 2015, she founded Women in Data, now the largest global community boasting over 60,000 members across 55 countries.
Sadie also hosts the popular podcast Data Bytes and is the Founder and CEO of the Human Machine Collaboration Institute (HMCI). The Institute pioneers research and consultancy in human-machine collaborations. Sadie was named one of dataIQ's most influential people in data. She's currently writing "Minds & Machines: Harnessing AI in the New Era of Knowledge Work" and developing new AI courses set to launch later this year.
✅ No. of years on list: 1
📚 Noteworthy content: 31 days of AI
🛜 Follow Sadie:
LinkedIn
Newsletter
Cassie Kozyrkov
Pioneer Chief Decision Scientist
Cassie is renowned for founding the field of Decision Intelligence during her tenure at Google, where she made history as their first Chief Decision Scientist. Advising leadership on decision processes, AI strategy, and building data-driven organizations, her expertise influenced over 500 projects. She also trained over 20,000 Googlers in data-driven decision-making and AI.
Cassie is now working on a stealth AI startup and is a prominent figure in the data and AI community, with a following of over half a million tech professionals. Her influence has earned her recognition as a LinkedIn Top Voice for four years and the #1 Artificial Intelligence writer on Medium for six consecutive years.
✅ No. of years of List: 1
📚 Noteworthy content: Focus on decisions, not outcomes
🛜 Follow Cassie:
LinkedIn
YouTube
X
Dr. Natalie Petouhoff
AI + Empathy at scale
With over a decade in AI, Natalie is transforming the narrative from a dystopian future to one of opportunity. As a key founder of The Women in Generative AI’s Leadership Council, she is pioneering her vision of empathy and AI-driven employee and customer experiences.
Formerly a rocket scientist, Natalie combines her corporate experience at Salesforce, Forrester, and PWC to demystify AI through compelling stories and real-world applications. She is also a WSJ Best-Selling author and recently co-authored Empathy in Action: How to Deliver Great Customer Experiences at Scale.
✅ No. of years on list: 1
📚 Noteworthy content: Empathy as a Business Strategy: Transforming the Customer and Employee Experience
🛜 Follow Dr. Natalie Petouhoff:
LinkedIn
Rehgan Bleile
AI or Die
Rehgan is the co-founder and CEO of AlignAI. With a background in integrated systems engineering and a keen focus on analytical technology, she has spearheaded the development of scalable machine learning solutions for large enterprises. As the visionary Founder and CEO of Women in Analytics, Rehgan champions the visibility of women making strides in the analytics field and organizes the annual Data Connect Conference. Recently, she launched the podcast AI or Die, where she dives into the latest topics and news in the data and AI space.
✅ No. of years on list: 1
📚 Noteworthy content: Navigating the Politics of Data Roles
🛜 Follow Rehgan:
LinkedIn
Top UX & User Behavior Influencers
Focus on optimizing digital experiences through design, messaging, and psychology
Darren Hood
The world of UX podcast
Darren has been a UCD practitioner since 1995. A true expert who has seen all the industry changes and worked with 100s of brands. He is the UX Architect Lead at Perficient and an adjunct professor at several universities, including Michigan State and UCLA. Darren hosts The World of UX podcast, which has over 200 episodes under its belt, and somehow still finds time to pursue his love of bowling and looking after his four cats. Darren has been named a UserInterviews Active UX Leader to Follow, and his advice features in the book "97 Things Every UX Practitioner Should Know."
✅ No. of years on list: 1
📚 Noteworthy content: The Crossroads of CX and UX: A Conversation with Darren Hood
🛜 Follow Darren:
LinkedIn
Eman Ismail
Email conversion expert
As an email conversion strategist and copywriter at emancopyco.com, she helps 6 and 7+ figure online business owners, creators, and personal brands fire up their conversions, evergreen their sales and turn fans into Superfans. Collectively, her strategy and copy has helped generate millions of dollars for her clients. She’s also an official ConvertKit paid partner.
When Eman’s not working on email, she’s hosting her multi-award-winning podcast Mistakes That Made Me – a Hubspot podcast that asks extraordinary business owners to share their biggest business mistake, so you know what NOT to do on your road to success.
✅ No. of years on list: 2
📚 Noteworthy Content: How to Do Email Successfully in 2024 with Eman & The Marketing Meetup
🛜 Follow Eman:
LinkedIn
Instagram
Katelyn Bourgoin
Customer Whisperer
Katelyn understands buyer psychology and uses it to discover why customers buy. She’s the founder and CEO of Customer Camp, a training and research firm instructing product teams on performing better tests. She’s amassed a huge online following, with over 70+ subscribers to her Why We Buy newsletter.
✅ No. of years on list: 3
📚 Noteworthy Content: 23 Ways to Do Audience Research (and Better Understand Your Customers)
🛜 Follow Katelyn:
LinkedIn
X
Newsletter
David Mannheim
The person in personalization
Disney-obsessed David is looking to challenge the status quo of eCommerce optimization and measurement with Made With Intent.
His background saw him found his first business, User Conversion, which grew to one of the UK’s largest independent CRO consultancies before David left in 2021. His work includes his book, The Person in Personalisation and other content designed to challenge existing perspectives of ecommerce - which he often creates while walking with a drone.
✅ No. of years on list: 4
📚 Noteworthy content: Why eCommerce needs its Moneyball moment
🛜 Follow David:
LinkedIn
Kristen Berman
Irrational Behavioral
Kristen Berman studies how people actually act, as opposed to how they should or would perform if they were completely rational. She co-founded Irrational Labs, a behavioral product design company, with Dan Ariely as well as Common Cents Lab, a Duke University initiative to improving the financial well-being for low to middle Americans.
Kristen was on the founding team for the behavioral economics group at Google, a group that touches over 26 teams across Google. She co-authored a series of workbooks called Hacking Human Nature for Good: A practical guide to changing behavior. Kristen also started a 20-person communal living community in Oakland called Radish.
✅ No. of years on list: 1
📚 Noteworthy content: Don't Listen To Your Customers - Do This Instead
🛜 Follow Kristen:
Linkedin
Substack
Eden Bidani
1-min conversion copywriting tips
After seven years of freelancing as a conversion copywriter, Eden launched her conversion messaging agency, CAPE.Agency. You’ll often catch her sharing 1-min conversion copywriting tips on LinkedIn or talking about messaging and conversion copywriting on stages worldwide.
✅ No. of years on list: 3
📚 Noteworthy Content: 20 Apple ads showing the evolution of their copy over 40+ years
🛜 Follow Eden:
LinkedIn
Indi Young
The data science that listens
Indi is a Product Strategy thought leader. She teaches practitioners to listen deeply, build cognitive empathy, and properly handle qualitative data analysis. Indi was the Founding Partner at Adaptive Path and now works as an independent qualitative data scientist. She’s a frequent speaker, and author of Time to Listen: How Giving People Space to Speak Drives Invention and Inclusion (Assumptions Aside.)
✅ No. of years on list: 1
📚 Noteworthy Content: Define Value Beyond “faster-easier-efficient-scalable.”
🛜 Follow Indi:
LinkedIn
Nir Eyal
Hooked
Nir is best known as a Wall Street Journal Bestselling Author for his book Hooked and, most recently, Indistractable. Nir is the go-to guy for science-backed strategies and designing healthy consumer habits. He has taught at Stanford Graduate School of Business, and his writing often appears in the Harvard Business Review, The Atlantic, TechCrunch, and Psychology Today.
✅ No. of years on list: 2
📚 Noteworthy Content: User Investment: Make Your Users Do the Work
🛜 Follow Nir:
LinkedIn
X
Peep Laja
Winning messaging
Peep is the Founder of CXL, where marketers can learn best practices from the most successful practitioners in the space. He is also the founder of Wynter, a B2B message testing platform, and Speero—the CRO agency. He hosts the annual CXL Live conference (now Experimentation Live + Unite with Kameleoon) in Texas and regularly interviews B2B SaaS entrepreneurs on his podcast How to Win.
✅ No. of years on list: 4
📚 Noteworthy Content: Nail and Scale - The importance of deeply understanding your ideal customer profile (ICP) to drive growth in B2B SaaS
🤝 Meet at EXL+UNITE
🛜 Follow Peep:
LinkedIn
X
Vitaly Friedman
Smashing UX
As a UX Lead, Vitaly has worked with mid-size and large organizations for over 19 years. He has helped improve the UX of complex systems, accessibility, performance, and design of digital experiences for the European Parliament, OTTO, and Zalando.
Vitaly is also the Founder and Editor-in-Chief of SmashingMag, a renowned online magazine offering video courses, live UX training, and the SmashingConf. His newsletter, Interface Design Patterns, with 98k subscribers, is worth your inbox space.
✅ No. of years on list: 1
📚 Noteworthy Content: UX Guidelines For... Almost Everything!
🛜 Follow Vitaly:
LinkedIn
Newsletter
Jakub Linowski
Conversion-focused UI designer
Jakub Linowski is the Chief Editor of GoodUI, where he publishes hundreds of winning and losing A/B tests in search of UI patterns with the highest degrees of replication. He is also the founder and lead designer at Linowski Interaction Design, a consulting firm that designs online experiments.
✅ No. of years on list: 3
📚 Noteworthy Content: GoodUI - Product Page Layouts v1.0
🛜 Follow Jakub:
LinkedIn
X
Els Aerts
Legend
Els co-founded AGConsult over twenty years ago and has witnessed many changes in CRO, design, and usability practices. As such, she is often found on stage sharing her latest thoughts on these topics. Els is a big qualitative user research advocate and has moderated over 3,500 user tests for companies such as AtlasCopco, Orange, Daikin, and Bridgestone. She deservedly won the Legend of Experimentation award this year at the Experimentation Elite Awards ceremony.
✅ No. of years on list: 4
📚 Noteworthy Content: Seven Deadly Sins of User Research
🛜 Follow Els:
LinkedIn
RISHI RAWAT
The Shopify page guy
Rishi shares tons of examples to illustrate his product page optimization lessons and uses his expertise to help his clients at Frictionless Commerce. He believes that out of all visitors to the site, those “interested but not convinced” are most important. Rishi finds these users are the easiest to convert because they are so close to the finish line. Finding and converting this segment is his specialty.
✅ No. of years on list: 3
📚 Noteworthy content: Nine Truths About Online Shoppers
🛜 Follow Rishi:
LinkedIn YouTube Twitter
Top Data & Analytics Influencers
Showcase a mastery of data science in all forms of experimentation
Elea McDonnell Feit
The marketing decision scientist
Elea is the Associate Professor of Marketing and Associate Dean of Research at Drexel University. Bridging the gap between academia and industry, Elea's impressive career includes roles as a research scientist at General Motors, the Executive Director of Wharton Customer Analytics, and an economist at Amazon Ads. Her cutting-edge research delves into the intricate decision-making challenges that marketers encounter. For those keen on being at the forefront of marketing research and experimentation, following Elea is an absolute must.
✅ No. of years on list: 1
📚 Noteworthy content: Test & Roll: Profit-Maximizing A/B Tests
🛜 Follow Elea:
LinkedIn
X
Georgi Georgiev
Calculating the power of statistical tools
Georgi used over a decade of experience with A/B testing, experimental design, and statistical methodology to build Analytics-Toolkit.com and write the book "Statistical Methods in Online A/B Testing."
Passionate about education, Georgi founded the OneSided Project, a non-profit that educates statisticians and research practitioners on one-sided statistical tests. Additionally, he has created an extensive repository of calculator tools available at GIGAcalculator.com. Between these projects, Georgi consults with clients, helping them navigate the complexities of statistical and experimental methodology.
✅ No. of years on list: 4
📚 Noteworthy Content: Sequential Testing is About Improving Business Returns
🛜 Follow Georgi:
LinkedIn
Florent Buisson
Putting the data in behavioral science
Florent is a behavioral economist with 13 years of experience in business, analytics, and behavioral science. After starting the behavioral science team of Allstate, one of the largest insurance companies in the US, he launched the experimentation program for Cars Commerce’s online marketplace. Florent is the author of the first book on behavioral data analysis for business, in addition to his book on Adobe Target. He holds a Ph.D. in behavioral economics from the Sorbonne University in Paris.
✅ No. of years on list: 1
📚 Noteworthy content: Ditch p-values. Use Bootstrap confidence intervals instead
🤝 Meet at EXL+UNITE
🛜 Follow Florent:
LinkedIn
Cindi Howson
The data renaissance
Cindi was previously Vice President at Gartner, leading their Analytics and BI Magic Quadrant, so you know she has her finger on the pulse. Today, she’s the Data Strategy Officer at ThoughtSpot, host of the award-winning Data Chief podcast, and named on DataIQ's Top 100 data leaders list. Cindi has published several books, including Successful Business Intelligence: Unlock the Value of BI & Big Data.
✅ No. of years on list: 1
📚 Noteworthy Content: How analytics teams can earn their seat at the table (with a healthcare example)
🛜 Follow Cindi:
LinkedIn
X
Dana DiTomaso
Explaining analytics through polite Canadian wit
Dana typed her first line of code in 1982. Now, she’s a technology columnist and president of Kick Point, a marketing agency. She also speaks at conferences worldwide, from MozCon to the American Bar Association. She talks about using data to gather insights and runs courses on LinkedIn Learning. She teaches at the University of Alberta and offers digital analytics courses via Kick Point Playbook, which Rand Fishkin recommends.
✅ No. of years on list: 4
📚 Noteworthy content: Complete Guide to Key Events & Conversions in GA4 [New - March 2024]
🛜 Follow Dana:
LinkedIn
X
Lukas Vermeer
The statistics storyteller
His focus is on scaling experimentation across teams. He had success at Booking.com, and now he's working hard to see all-team experimentation succeed at Vista.
Lukas specializes in designing and building the infrastructure and processes required to start and scale A/B testing. He is a prolific writer of academic papers and a speaker on international stages on data science and experimentation topics.
✅ No. of years on list: 4
📚 Noteworthy Content: How to run many tests at once: interaction avoidance & detection
🤝 Meet at EXL+UNITE
🛜 Follow Lukas:
Linkedin
Bhavik Patel
Talks about CRAP
No, you didn’t misread Bhav’s headline. CRAP Talks (Conversion Rate, Analytics, and Product) is the name of his 3000+ strong meetup. He’s an experienced product analytics and experimentation lead, serving as Director of Analytics and Experimentation at LeanConvert, and is calculated to have spent around 25,000 hours on his craft. Bhav also claims to receive a lot of praise for his ability to take the perfect selfies.
✅ No. of years on list: 3
📚 Noteworthy content: The Region-Beta Paradox and its Impact on Product and Experimentation Thinking
🛜 Follow Bhavik:
LinkedIn
X
Yuliia Tkachova
Straight Data Talk
Yuliia Tkachova is the Co-Founder and CEO of Masthead Data. With over 7+ years of experience as a data product manager, Yuliia designed ML-powered solutions for Fortune 500 clients in BI & Analytics.
She has a master's in Math and Statistics and drives Masthead's data observability platform while prioritizing client data privacy and security. She’s also co-host of the podcast Straight Data Talk.
✅ No. of years on list: 1
📚 Noteworthy content: Why data teams need to adopt “product thinking”
🛜 Follow Yuliia:
LinkedIn
Chad Sanderson
Scouting for quality data
Chad has worked in several AI, data, and experimentation product roles at Microsoft, SEPHORA, Subway, and Convoy. Now, he is the CEO and co-founder of Gable, a collaboration, communication, and change management platform for data teams operating at scale. Chad runs the fastest-growing data quality community on the internet, Data Quality Camp, where he and others share practitioner-led advice on data quality at scale.
✅ No. of years on list: 4
📚 Noteworthy content: Data Contracts, developing production grade pipelines at scale (an early release of Chad’s soon-to-be-published O'Reilly book)
🛜 Follow Chad:
LinkedIn
Substack
Kelly Wortham
Test & Learn Community (TLC) founder
Kelly has worked in experimentation and analytics for the last 20 years. She’s led teams at Search Discovery, EY, Dell, Humana, and Circuit City, covering all aspects of research and experimentation. She runs the free Test & Learn Community (TLC), which won the Experimentation Culture Award for Community this year. Kelly will be helping to organize Conversion Hotel’s first US expansion event, Experimentation Island, in February 2025. Recently, she founded Forward Digital. The agency provides decision science consulting and training with an unusual business model. Kelly forwards excess profits to qualified nonprofit and community businesses.
✅ No. of years on list: 2
📚 Noteworthy content: Fail Faster? Not in Product Experimentation
🛜 Follow Kelly:
LinkedIn
YouTube
Substack
Ronny Kohavi
Twyman would be proud
Ronny Kohavi has quite the CV. In addition to his early work at Microsoft Airbnb, and Amazon, Ronny co-authored several papers on A/B testing (he maintains a full list of them here). In June 2024, he released a custom GPT, which allows experimenters to leverage his past co-authored research, including the seminal book "Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing." When he's not enforcing Twyman's Law and scrutinizing test results, he's teaching an interactive course on Accelerating Innovation with A/B Testing.
✅ No. of years on list: 4
📚 Noteworthy Content: AI ChatGPT: AI ChatGPT: A/B Testing Experiment Guide and his co-authored book, Trustworthy Online Controlled Experiments : A Practical Guide to A/B Testing
🤝 Network with Ronny at EXL+UNITE (and be sure to attend his advanced workshop)
🛜 Follow Ronny:
LinkedIn
X
Rising Influencers
Some people featured in this section are new to the industry, while others have been around for some time but are just starting to share their knowledge online.
Samuel Hess
An A/B test a day keeps the conversion drip away
Running experiments in online shops and on himself, Samuel has boosted sales by €150M for 85+ brands by running 2,500 on-site A/B tests for brands like SNOCKS, HelloFresh, and Giesswein. He’s the co-founder of the Drip Agency, which, over the past four years, has grown from a two-person show into one of the largest A/B-testing players in the DACH region.
✅ No. of years on list: 1
📚 Noteworthy content: A Conceptual replication of the differential price framing effect in the field
🛜 Follow Samuel:
LinkedIn
Bjarn Brunenberg
Strategic experimentation framework creator
Bjarn is the Experimentation Lead at TomTom, a Keynote Speaker, and a two-time winner of the Experimentation Culture Awards. He created the Strategic Experimentation Framework, which helps organizations link experimentation to big-picture goals.
✅ No. of years on list: 1
📚 Noteworthy content: 6 Experimentation program metrics to master
🛜 Follow Bjarn:
LinkedIn
Fenil Mangukiya
Accelerated growth
Fenil discovered CRO while trying to optimize his own ecommerce site. He found the concept intriguing and began mastering the fundamentals through CXL - learning about consumer psychology, user research, and A/B testing.
Since he began CRO just over three years ago, Fenil has conducted over 800 experiments for nearly 50 ecommerce and B2B brands.He has held roles at Interview Kickstart and Optiphoenix and is now a CRO Consultant at ACCELERATED.
Fenil dislikes the idea of random tests built from best practices or copying competitors. Instead, he advocates for strategic CRO built on user data to solve real problems.
✅ No. of years on list: 1
📚 Noteworthy content: The strategic CRO roadmap
🛜 Follow Fenil:
LinkedIn
Steph Le Prevost
Be the change you want to see in experimentation
Steph Le Prevost has worked in the experimentation space since 2018. She’s double CXL qualified in Experimentation and Digital Psychology. Steph started and grew the UK experimentation program at Specsavers from 0 to 45 tests a year. During that time, she struggled to find resources outside of CXL, so she made every effort to share her knowledge on LinkedIn and via mentorship. She has been at Conversion for two and a half years, leading multiple client accounts, and has worked on over 350 experiments. She particularly enjoys sharing content on experiment strategy and asking for others' points of view.
✅ No. of years on list: 1
📚 Noteworthy content: Starting out in experimentation
🛜 Follow Steph:
LinkedIn
Samaneh Dehghanpour
Helping junior UX designers grow
Samaneh started out as a dentist before switching careers to product design. She’s the UX Design Lead at Tech Fleet Professional Association and a freelancer for startups and small businesses. Having “been there and done that,” she creates a ton of content to help her audience of 44,000 junior UX designers grow in their careers.
✅ No. of years on list: 1
📚 Noteworthy content: 7 best UX design portfolios
🛜 Follow Samaneh:
LinkedIn
Regional Authorities
For the first time, we’ve begun to feature names of individuals in A/B testing and experimentation in other parts of the world.
While their audience and activity in contemporary experimentation events may not be as high as others in the categories above, they are influencing the experimentation space in their regions.
Don’t see a name? Let us know! [email protected]
European Influencers
Abi Hough
Finding the 💩 that's killing your conversions
Abi has been a freelance optimization consultant for the better part of 20 years. She has worked with all sorts of companies (big and small) across a plethora of industries—you name it, she’s probably worked on it.
She’s got an axe to grind when it comes to websites and their owners, who should be doing better for their users. With has a strong focus on finding all the things that your users hate about your website, from usability uglies, functionality f*ck ups, and accessibility agonies. Whatever it is, or however deeply buried on your site, she’ll find it so you can fix it.
Abi focuses on in-depth and unconventional user research techniques to truly understand your users, what makes them tick, and how you can build long-term relationships through trust and resonance.
✅ No. of years on list: 1
📚 Noteworthy content: How can I make my web forms accessible?
🛜 Follow Abi:
LinkedIn
Annemarie Klaassen
Experimentation Culture Advocate
Annemarie is a seasoned CRO specialist with over 15 years of experience. She has set up and analyzed thousands of experiments for various companies throughout her career. She currently leads the CRO Center of Excellence at VodafoneZiggo, where she works on embedding an experimentation culture. In 2020, Annemarie won the Experimentation Culture Award for her work on training, process automation, standardization, and advocating experimentation to all parts of the organization.
✅ No. of years on list: 1
📚 Noteworthy content: How to Make More Money With Bayesian A/B Test Evaluation
🛜 Follow Annemarie:
LinkedIn
Andrea Saez
Calling time on Product Market-Fit
Andrea has a product management and marketing background, focusing mainly on user experience. She worked at businesses such as Airfocus, Trint and Unmind. Andrea is a top 100 Product Marketing Manager and co-author of "Product Market Fit is Dead!" which explains why new products fail and offers an alternative model.
✅ No. of years on list: 2
📚 Noteworthy Content: Uncover the Surprising Value of Product Creation for Your Business Strategy
🛜 Follow Andrea:
LinkedIn
X
Substack
Fabrice des Mazery
Experimentation chef
Fabrice's journey kicked off as a three-time Product Entrepreneur. Serendipity, mixed with a dash of chance encounters, led him to manage up to 26 teams, grow ARR to $304M, and GMV to $1.4B. He has been Product Marketing Manager at IBM, Head of Product & Growth at Deezer, and Chief Product Officer at TheFork, a TripAdvisor company. So, what’s his secret sauce? It’s simple: he’s always been involved in both Product and Growth.
✅ No. of years on list: 1
📚 Noteworthy content: Act Like an Owner, Challenge Like a VC (as product-led companies)
🛜 Follow Fabrice:
LinkedIn
Andra Baragan
The DTC Ecommerce CRO
Andra has over nine years of experience in CRO and has previously been an Experiment Nation conference judge and speaker at CommerceCon. She founded Ontrack Digital in 2016, a CRO agency focused exclusively on ecommerce and DTC brands.
✅ No. of years on list: 2
📚 Noteworthy Content: Kickstart your own CRO program with these free resources
🛜 Follow Andra:
LinkedIn
John Ostrowski
Growing products with positive experiments
John leads Product and Experimentation at Wise Publishing, Inc. His diverse background spans continents and industries, from engineering in Brazil, data science in the US, to Marketing and Product in Europe. John shares adventures, and evergreen thoughts on life, business, and the stock market on his website. He also gives back to the community with on GrowthMentor.
✅ No. of years on list: 2
📚 Noteworthy content: Japanese hospitality applied to Product and how many tests can we run?
🛜 Follow John:
LinkedIn
Desiree van der Horst
Create order in chaos and chaos in order
With 9+ years of agency experience, Desiree has overseen many experimentation programs. Her work has won multiple awards, including the Experimentation Culture, Dutch CRO, and Experimentation Elite awards. She's excellent at cutting up big problems into small steps and sees how organizations need to change to grow in their experimentation culture. In July, she moved from Online Dialogue to Loop Earplugs, where she runs the CRO department for this international scale-up.
✅ No. of years on list: 1
📚 Noteworthy content: CRO trends: this is how you bridge the gap between solution & method in 2024
🛜 Follow Desiree:
LinkedIn
IQBAL ALI
The CRO cartoonist
Iqbal Ali is a consultant. After structuring Trainline's experimentation program, he now specializes in coaching and supporting product teams in this area. He has designed an application that uses AI to concatenate data from satisfaction surveys, user opinions and experience reports or analytics to stimulate team creativity in the creation of new tests. After helping to write the e-book "AI Playbooks for Research, CRO, and Experimentation", he was a member of the Experimentation Awards jury at Experimentation Elite 2024.
✅ No. of years on list: 1
📚 Noteworthy content: Enhancing Transparency in Text-Mining: New Features and Updates
🛜 Follow Iqbal Ali:
LinkedIn
Treachery of Data
JAMES MCCORMICK
Riding the wave of innovation
After a rich experience as VP Product Marketing and Strategy at Contentsquare, James McCormick recently launched his private consulting business. With 9 years as Principal Analyst at Forrester to his credit, he also draws on his research into innovation and marketing data analysis to guide his clients. He is a regular speaker on UX, AI and the importance of data in decision-making.
✅ No. of years on list: 4
📚 Noteworthy Content : How product and marketing teams collaborate on experimentation to drive growth
🛜 Follow James McCormick :
LinkedIn
MARCELLO PASQUALUCCI
The people behind the experience
With over 15 years' experience in digital, Marcello Pasqualucci has held a variety of roles in different structures: from large established brands to small start-ups. At Sky, HSBC or Traveltopia, he surpasses his objectives by applying neuroscience to the elements of his user journey to get the best ROI out of his advertising campaigns with budgets sometimes reaching several million dollars, always with the concern to respect the human above all.
✅ No. of years on list: 1
📚 Noteworthy Content : How do you run digital experimentation, ethically?
🛜 Follow Marcello Pasqualucci :
LinkedIn
Espresso Times on YouTube
MIRELA MUS
Product Management Experimentation
Mirela Mus is the founder and CPO of Product People, the largest agency dedicated to Product Management in Europe. Accustomed to leadership, she has been evolving for over 12 years in the product sphere and has managed up to 50 people during her previous experiences in companies such as Zalando, Omio, DeepL and the World Health Organization. Based in Berlin since 2015, Mirela Mus enjoys hiking, reading science fiction, playing board games and painting. She is also an influential voice in Product Management on LinkedIn with over 30,000 followers.
✅ No. of years on list: 1
🛜 Follow Mirela Mus:
LinkedIn
ROSIE HOGGMASCALL
From freemium to premium
Rosie Hoggmascall is Head of Growth with expertise in product-focused growth, UX design, sales tunnel conversion, monetization and multi-channel marketing. Today, she works as Head of Fractional Growth for various B2C applications in the fields of Femtech, health, fitness and habit creation. She also volunteers for the UK chapter of WOMEN IN TECH and recently gave a talk on subscription monetization at the App Promotion Summit.
✅ No. of years on list: 2
📚 Noteworthy Content: 3 ways to reduce time to magic moment
🛜 Follow Rosie Hoggmascall:
LinkedIn
Medium
Ellie Hughes
The Experimentation Explorer
Ellie brings over twelve years of experience in the experimentation industry, contributing to the success of companies such as Photobox, Gousto, Rightmove, and Productboard.
Ellie has become a prominent speaker, addressing the fallacies of A/B testing and strategies to accelerate experimentation-driven product development. Before her CRO career, Ellie had an adventurous stint leading an archaeological dig in Egypt for The British Museum, channeling her inner Indiana Jones.
✅ No. of years on list: 2
📚 Noteworthy Content: Customer Obsessed & Intelligence Driven and Product Management Fallacies of AB Testing
🛜 Follow Ellie:
LinkedIn
Lisa Kennelly
The growth mentor
A marketing executive and hands-on startup operator, Lisa has spent the last decade-plus working for venture-backed high-growth mobile-first B2C startups, including Clue and Fishbrain.
Today, she works in product marketing and growth at Klarna and is also an advisor/coach/mentor with SYSTM, Techstars, Norrsken Foundation, Growth Mentor, Antler, and First Round Fast Track.
✅ No. of years on list: 1
📚 Noteworthy content: Supercharging your App Proposition with User Insights
🛜 Follow Lisa:
LinkedIn
Maria Luiza de Lange
2023 Experimentation Culture Awards Winner and Judge
Over her 12-year career, Luiza has worked with and built in-house experimentation teams at Electrolux and Tele2 and advised multiple clients on behalf of the award-winning digital agency Precis Digital. Today, she heads up the CRO team at Leovegas and is a diversity, inclusion, and accessibility champion. She strongly believes in reciprocity, so she's a regular event speaker to give back to the community. With a heart full of wanderlust, Luiza enjoys combining speaking opportunities with traveling to new countries and getting to know new cultures.
✅ No of years on list: 1
📚 Noteworthy content: How Airtable saved my CRO life
🛜 Follow Maria:
LinkedIn
Siobhan Solberg
#privacyisnotfuckingwithyourgrowth
Siobhan is a consultant working at the intersection of privacy, data, and marketing. She helps companies understand how they can use data in the age of privacy. Besides being a classically trained musician, Siobhan has many other strings to her bow (sorry), such as hosting the popular Marketing Unf*cked podcast.
✅ No. of years on list: 3
📚 Noteworthy Content: A/B Testing and Privacy
🛜 Follow Siobhan:
LinkedIn
Newsletter
John Ekman
Half geek - half businessman
You might see John on stage wearing his signature split shirt. It symbolizes his call to action to keep one eye on the goals and business strategies while also getting your hands dirty with the latest testing or analytics tool. As a founder of Conversionista, one of the top CRO agencies in the world, he is considered an OG in CRO. But he never rests on his laurels, and right now, he is busy figuring out what this whole AI thing will mean for the world of CRO.
✅ No. of years on list: 3
📚 Noteworthy content: AI & CRO - Best Friends Forever or Bitter Enemies?
🛜 Follow John:
LinkedIn
LATAM Influencers
Rafael Damasceno
Supersonic CRO
Rafael is an experienced digital marketer with over 15 years of expertise. He has helped companies across various industries grow in the USA, Brazil, Canada, and the UK. Rafael co-founded Supersonic, the first Brazilian consultancy dedicated to business growth through Conversion Rate Optimization and A/B Testing. Since its inception in 2013, Supersonic has become one of the largest CRO consultancies globally, delivering over 300 projects.
Rafael has also shared his knowledge with tens of thousands of participants at major Digital Marketing conferences, including RD Summit—the largest conference in Latin America, where he has spoken at every edition.
✅ No. of years on list: 1
📚 Noteworthy content: Practical Tips to Improve Your Landing Page Conversion Rate
🛜 Follow Rafael:
LinkedIn
Carlos Trujillo
CRO for Ecommerce
Carlos helps ecommerce businesses achieve long-term sustainable growth through experimentation. He recently released a new CXL course, CRO for Ecommerce Growth, and continues to work as a Senior Experimentation Strategist at Speero Agency.
Carlos is also an agency founder himself and has led web development and conversion optimization projects for over 100 brands in multiple regions and verticals. You can find him speaking at global conferences, from Product Hackers to EXL+Unite Live.
✅ No. of years on list: 1
📚 Noteworthy content: The CRO Survival guide
🛜 Follow Carlos:
LinkedIn
Gabriele Lavreca
Raising the CRO bar in Brazil
Gabriele has ten years of experience in digital marketing and holds a master's in data science and analytics. She works as a CRO and UX consultant at MATH Marketing —a marketing and technology consulting firm that applies science to improve the relationship between brands and people. Gabriele is also a Co-founder of Kamelus Academy, which offers online courses to raise CRO expertise in Brazil.
✅ No. of years on list: 1
📚 Noteworthy content: Cultura de Experimentação entre Marketing, Produto e Growth
🛜 Follow Gabriele:
LinkedIn
Sebastián Ramón
Product Hacker
After 20 years in B2B businesses and 6 in Ecommerce, Sebastián is now the LATAM Ecosystem Manager at Product Hackers—a world-leading growth agency.
Sebastián helps companies such as Zara, Havaianas, and Hawkers grow through experimentation. He also uses his growth hacking skills to support the Spanish-language podcast Hacking Productos, which aims to highlight the value in LATAM because "not all magic happens in Silicon Valley.”
✅ No. of years on list: 1
📚 Noteworthy content: How to use the Product Hackers canvas
🛜 Follow Sebastián:
LinkedIn
Eduardo Marconi
Helping companies leverage the power of CRO
Eduardo has been working in CRO since 2011. He has established CRO departments across various industry segments, including e-commerce, healthcare, financial markets, aviation, and digital products, both as a consultant and within companies. Additionally, he founded a consultancy specializing in CRO, which was later acquired by Magalu, Brazil's largest marketplace.
Currently, Eduardo serves as Co-Founder and Managing Director of AIM Conversion Experts. His mission is to help companies enhance digital channel conversions through CRO, behavioral research, and experimentation applied to retail media.
✅ No. of years on list: 1
📚 Noteworthy content:
🛜 Follow Eduardo:
LinkedIn
MEA Influencers
Jude Nwachukwu Onyejekwe
Building the DumbData Measurement Resource Hub
Jude is an analytics specialist who enjoys making measurement easy for non-technical marketers. He’s passionate about helping businesses get smarter with good data. He co-founded DumbData, a free analytics resource hub for data-driven marketers and analytics specialists. In his five years of experience, he has worked in Africa, Europe, and the United States for brands such as Hedy & Hopp, Scandiweb, and Whavit.
✅ No. of years on list: 1
📚 Noteworthy content: Step-by-Step Guide: Connecting and Visualising Google Analytics 4 (GA4) Data in Power BI
🛜 Follow Jude:
LinkedIn
Simbar Dube
The CRO journalist
Simbar, a media graduate, ventured into the dynamic realm of Conversion Rate Optimization. Currently serving as Head of Marketing at the CRO agency Invesp, he also co-hosts the CRO Live Hour Podcast.
With a background in journalism, Simbar has written for a weekly newspaper and served as an editor at The Football Cult Magazine. He now channels his journalistic expertise into creating engaging CRO content for his growing audience.
✅ No. of years on list: 1
📚 Noteworthy content: CRO Strategy vs. Tactics: What’s the Difference?
🛜 Follow Simbar:
LinkedIn
CAMERON CALDER
Building the DumbData Measurement Resource Hub
Cameron serves as CEO of Hype Digital - an agency helping companies build higher converting web experiences. With over a decade of experience working in performance marketing, Cameron is obsessed with all things related to consumer behavior and understanding what truly makes people buy. When he’s not dialing in CRO strategies for companies like BMW, Umbro, and CR7, he’s hosting his podcast, MyProductTest - a program featuring discussions with top founders about experimentation.
✅ No. of years on list: 1
📚 Noteworthy content: Podcast - MyProductTested
🛜 Follow Cameron:
LinkedIn
APAC Influencers
Nima Yassini
CRO Maven
Nima is an experienced Chief Executive Officer with over twenty years of experience in digital Experimentation and marketing worldwide. He’s held prominent roles with multinational agencies, including JWT London, BMC Media, and Glass Onion. Nima also co-founded the award-winning experience optimization agency New Republique, which was sold to Deloitte Digital in 2021. Now, Nima is building a new company, White Maven.
✅ No. of years on list: 2
📚Noteworthy content: Stop Vilifying HIPPOS with Nima Yassini
🛜 Follow Nima:
LinkedIn
Simon Jackson
Hypergrowth Data
Simon is a data science and analytics expert with a PhD in decision-making and psychometrics. He’s held senior technical and leadership positions at giants like Meta, Booking.com, and Canva, where he’s built globally distributed teams of over 30 data specialists. Recently, Simon launched Hypergrowth Data—a coaching and consulting business.
✅ No. of years on list: 1
📚 Noteworthy content: How Booking.com increases the power of online experiments with CUPED
🛜 Follow Simon:
LinkedIn
Anna Ambrozevich
CRO & Personalization Academy
With over a decade of experience leading marketing technology teams at PepsiCo, Alibaba, and the Otto Group, Anna Ambrozevich specializes in CRM, CRO, personalization, and customer data. As a global marketing advisor, she shares her extensive expertise through the CRO & Personalization Academy, which she founded. Anna is also the author of the acclaimed series Personalization Talks, featuring 40 episodes with experts from around the globe.
Anna is passionate about empowering and mentoring women in tech. She is an alumna of the "Women Leading Change" program at the University of Cambridge and serves as the director of Women in Tech Uzbekistan.
✅ No. of years on list: 1
📚 Noteworthy content: Personalization Talks: Special Edition - Expert Priorities for 2024
🛜 Follow Anna:
LinkedIn
Stuti Kathuria
Conversion UX
Stuti is a CRO and web design expert. She’s optimized over 100 websites globally - specializing in skincare and marketplace properties. Stuti gained her initial CRO experience at some of the world’s top design and CRO before starting Conversion UX. In particular, she is known for her “before/after” work, educational content on LinkedIn and recent book, “The Ultimate Guide to CRO.”
✅ No. of years on list: 1
📚 Noteworthy content: The Ultimate Guide to CRO.
🛜 Follow Stuti:
LinkedIn
Newsletter
Jess Vandenbruggen
Digital Maverick
Jess has held several digital growth positions for companies like the nib Group and Reading Room. Now, she is head of digital experience and experimentation at Drumline Digital. This Aussie-Belgian maverick believes in pushing ahead despite industry challenges, such as the resistance to using data and research to change our opinions.
✅ No. of years on list: 1
📚 Noteworthy content: How might we move from working busy to working smart?
🛜 Follow Jess:
LinkedIn
It might be that you didn’t score as highly as other people on our list (see criteria below), or we weren’t aware of you. If you’d like to make sure you’re considered for the 2025 list, please get in touch with us at: [email protected].
To inspire our readers on who to follow in the industry and support influencers who are creating and sharing great content.
To make our list objective, we gave each person a score based on the following;
- How regularly did they post original content on LinkedIn about their area of expertise?
- Are they speaking at events dedicated to their area of expertise in 2024?
- Have they written or contributed to original research or reports?
- Do they have a YouTube show, podcast, or newsletter and put out content regularly?
- How many followers do they have on LinkedIn?
- Are they based in an English-speaking country or predominantly contribute content to their audience in English?
Finally, we made it a continued priority to include new and underrepresented voices. We also dropped the English language requirement for our international categories to ensure no one gets left out.
Using these criteria helped us gauge the “followability” of individuals and categorize them into one of seven categories;
- Top Optimization Influencers
- Top Product & Feature Experimentation Influencers
- Top AI Influencers
- Top UX, Copy & User Behavior Influencers
- Top Data & Analytics Influencers
- Rising Influencers
- Regional Authorities
Where there were multiple people with the same score, we chose who to include based on the originality of their content and the regularity of posting on LinkedIn, also keeping a close look at the comments they leave on other posts.
We use "followability" to mean that an individual is frequently sharing great content online, making them worth following.
Someone who doesn’t yet have a large online following but has begun to regularly share great content online.
We added weight within our scoring for diverse voices to ensure they were represented.
