{"id":112026,"date":"2025-07-03T21:09:24","date_gmt":"2025-07-03T19:09:24","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/top-ab-testing-influencers\/"},"modified":"2026-09-04T16:01:10","modified_gmt":"2026-09-04T10:31:10","slug":"top-ab-testing-influencers","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/top-ab-testing-influencers\/","title":{"rendered":"16 Experimentation Influencers You Should Follow"},"content":{"rendered":"\n

Building a culture of experimentation requires an appetite for iteration, a fearless approach to failure and a test-and-learn mindset. The 1000 Experiments Club<\/em><\/a> podcast digs into all of that and more with some of the most influential voices in the industry. <\/p>\n\n\n\n

From CEOs and Founders to CRO Managers and more, these experts share the lessons they\u2019ve learned throughout their careers in experimentation at top tech companies and insights on where the optimization industry is heading. <\/p>\n\n\n\n

Whether you\u2019re an A\/B testing novice or a seasoned pro, here are some of our favorite influencers in CRO and experimentation that you should follow:<\/p>\n\n\n

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Ronny Kohavi<\/h3>\n\n\n\n

Ronny Kohavi<\/a>, a pioneer in the field of experimentation, brings over three decades of experience in machine learning, controlled experiments, AI, and personalization.<\/p>\n\n\n\n

He was a Vice President and Technical Fellow at Airbnb.  Prior to that, he was Technical Fellow and Corporate Vice President at Microsoft, where he led the analysis and experimentation team (ExP).  Before that, he was Director of Personalization and Data Mining at Amazon. <\/p>\n\n\n\n

Ronny teaches an online interactive course <\/a>on Accelerating Innovation with A\/B Testing, which was attended by over 800 students<\/p>\n\n\n\n

Ronny\u2019s work has helped lay the foundation for modern online experimentation, influencing how some of the world\u2019s biggest companies approach testing and decision-making.<\/p>\n\n\n\n

He advocates for a gradual rollout approach over the typical 50\/50 split at launch:<\/p>\n\n\n\n

\u201cOne thing that turns out to be really useful is to start with a small ramp-up. Even if you plan to go to 50% control and 50% treatment, start at 2%. If something egregious happens\u2014like a metric dropping by 10% instead of the 0.5% you’re monitoring for\u2014you can detect it in near real time.\u201d<\/p>\n\n\n\n

This slow ramp-up helps teams catch critical issues early and protect user experience.<\/p>\n\n\n\n

Follow Ronny<\/a><\/p>\n\n\n

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Talia Wolf<\/h3>\n\n\n\n

Talia Wolf<\/a> is a conversion optimization specialist and founder & CEO of Getuplift<\/a>, where she helps businesses boost revenue, leads, engagement, and sales through emotional targeting, persuasive design, and behavioral data.<\/p>\n\n\n\n

She began her career at a social media agency, where she was introduced to CRO, then served as Marketing Director at monday.com before launching her first agency, Conversioner, in 2013.<\/p>\n\n\n\n

Talia teaches companies to optimize their online presence using emotionally-driven strategies. She emphasizes that copy and visuals should address customers\u2019 needs rather than focusing solely on the product.<\/p>\n\n\n\n

For Talia, emotional marketing is inherently customer-centric and research-based. From there, experiments can be built into A\/B testing platforms using a clear North Star metric\u2014whether checkouts, sign-ups, or add-to-carts\u2014to validate hypotheses and drive growth.<\/p>\n\n\n\n

Follow Talia<\/a><\/p>\n\n\n

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Elissa Quinby<\/h3>\n\n\n\n

Elissa Quinby<\/a> is the Head of Product Marketing at e-commerce acceleration platform Pattern<\/a>, with a career rooted in retail, marketing, and customer experience.<\/p>\n\n\n\n

Before joining Pattern, she led retail marketing as Senior Director at Quantum Metric. She began her career as an Assistant Buyer at American Eagle Outfitters, then spent two years at Google as a Digital Marketing Strategist. Elissa went on to spend eight years at Amazon, holding roles across marketing, program management, and product.<\/p>\n\n\n\n

Elissa emphasizes the importance of starting small to build trust with new customers. \u201cThe goal is to offer value in exchange for data,\u201d she explains, pointing to first-party data as the \u201csecret sauce\u201d behind many successful companies.<\/p>\n\n\n\n

She encourages brands to experiment with creative ways of gathering customer information\u2014always with trust at the center\u2014so they can personalize experiences and deepen customer understanding over time.<\/p>\n\n\n\n

Follow Elissa<\/a><\/p>\n\n\n

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Lukas Vermeer<\/h3>\n\n\n\n

Lukas Vermeer<\/a>, Director of Experimentation at Vista<\/a>, is an expert in designing, implementing, and scaling experimentation programs. He previously spent over eight years at Booking.com, where he held roles as a product manager, data scientist, and ultimately Director of Experimentation.<\/p>\n\n\n\n

With a background in machine learning and AI, Lukas specializes in building the infrastructure and processes needed to scale testing and drive business growth. He also consults with companies to help them launch and accelerate their experimentation efforts.<\/p>\n\n\n\n

Given today\u2019s fast-changing environment, Lukas believes that roadmaps should be treated as flexible guides rather than rigid plans:
\u201cI think roadmaps aren’t necessarily bad, but they should acknowledge the fact that there is uncertainty. The deliverable should be clarifications of that uncertainty, rather than saying, \u2018In two months, we\u2019ll deliver feature XYZ.\u2019\u201d<\/p>\n\n\n\n

Instead of promising final outcomes, Lukas emphasizes embracing uncertainty to make better, data-informed decisions.<\/p>\n\n\n\n

Follow Lukas<\/a><\/p>\n\n\n

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Jonny Longden<\/h3>\n\n\n\n

Jonny Longden<\/a> is the Chief Growth Officer at Speero<\/a>, with over 17 years of experience improving websites through data and experimentation. He previously held senior roles at Boohoo Group, Journey Further, Sky, and Visa, where he led teams across experimentation, analytics, and digital product.<\/p>\n\n\n\n

Jonny believes that smaller companies and startups\u2014especially in their early, exploratory stages\u2014stand to benefit the most from experimentation. Without testing, he argues, most ideas are unlikely to succeed.<\/p>\n\n\n\n

\u201cWithout experimentation, your ideas are probably not going to work,\u201d Jonny says. \u201cThe things that seem obvious often don\u2019t deliver results, and the ideas that seem unlikely or even a bit silly can sometimes have the biggest impact.\u201d<\/p>\n\n\n\n

For Jonny, experimentation isn\u2019t just a tactic\u2014it\u2019s the only reliable way to uncover what truly works and drive meaningful, data-backed progress.<\/p>\n\n\n\n

Follow Jonny<\/a><\/p>\n\n\n

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Ruben de Boer<\/h3>\n\n\n\n

Ruben de Boer<\/a> is a Lead CRO Manager at Online Dialogue<\/a> and founder of Conversion Ideas, with over 14 years of experience in data and optimization.<\/p>\n\n\n\n

At Online Dialogue, he leads the team of Conversion Managers\u2014developing skills, maintaining quality, and setting strategy and goals. Through his company, Conversion Ideas, Ruben helps people launch their careers in CRO and experimentation by offering accessible, high-quality courses and resources.<\/p>\n\n\n\n

Ruben believes experimentation shouldn\u2019t be judged solely by outcomes. \u201cRoughly 25% of A\/B tests result in a winner, meaning 75% of what\u2019s built doesn\u2019t get released\u2014and that can feel like failure if you’re only focused on output,\u201d he explains.<\/p>\n\n\n\n

Instead, he urges teams to shift their focus to customer-centric insights. When the goal becomes understanding the user\u2014not just releasing features\u2014the entire purpose of experimentation evolves.<\/p>\n\n\n\n

Follow Ruben<\/a><\/p>\n\n\n

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David Mannheim<\/h3>\n\n\n\n

David Mannheim<\/a> is a digital experience strategist with over 15 years of expertise helping brands like ASOS, Sports Direct, and Boots elevate their conversion strategies.<\/p>\n\n\n\n

He is the CEO and founder of Made With Intent<\/a>, focused on advancing innovative approaches to personalization through AI. Previously, he founded User Conversion, which became one of the UK\u2019s largest independent CRO consultancies.<\/p>\n\n\n\n

David recently authored a book exploring what he calls the missing element in modern personalization: the person. \u201cRemember the first three syllables of personalization,\u201d he says. \u201cThat often gets lost in data.\u201d<\/p>\n\n\n\n

He advocates for shifting focus from short-term gains to long-term customer value\u2014emphasizing metrics like satisfaction, loyalty, and lifetime value over volume-based wins.<\/p>\n\n\n\n

\u201cMore quality than quantity,\u201d David explains, \u201cand more recognition of the intangibles\u2014not just the tangibles\u2014puts brands in a much better place.\u201d<\/p>\n\n\n\n

Follow David<\/a><\/p>\n\n\n

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Marianne Stjernvall<\/h3>\n\n\n\n

Marianne Stjernvall<\/a> has over a decade of experience in CRO and experimentation, having executed more than 500 A\/B tests and helped over 30 organizations grow their testing programs.<\/p>\n\n\n\n

Marianne is the founder of Queen of CRO<\/a> and co-founder of ConversionHub<\/a>, Sweden\u2019s most senior CRO agency. As an established CRO consultant, she helps organizations build experimentation-led cultures grounded in data and continuous learning.<\/p>\n\n\n\n

Marianne also teaches regularly, sharing her expertise on the full spectrum of CRO, A\/B testing, and experimentation execution.<\/p>\n\n\n\n

She stresses the importance of a centralized testing approach:<\/p>\n\n\n\n

\u201cIf each department runs experiments in isolation, you risk making decisions based on three different data sets, since teams will be analyzing different types of data. Having clear ownership and a unified framework ensures the organization works cohesively with tests.\u201d<\/p>\n\n\n\n

Follow Marianne<\/a><\/p>\n\n\n

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Ben Labay<\/h3>\n\n\n\n

Ben Labay<\/a> is the CEO of Speero<\/a>, blending academic rigor in statistics with deep expertise in customer experience and UX.<\/p>\n\n\n\n

Holding degrees in Evolutionary Behavior and Conservation Research Science, Ben began his career as a staff researcher at the University of Texas, specializing in data modeling and research.<\/p>\n\n\n\n

This foundation informs his work at Speero, where he helps organizations leverage customer data to make better decisions.<\/p>\n\n\n\n

Ben emphasizes that insights should lead to action and reveal meaningful patterns. \u201cEvery agency and in-house team collects data and tests based on insights, but you can\u2019t stop there.\u201d<\/p>\n\n\n\n

Passionate about advancing experimentation, Ben focuses on developing new models, applying game theory, and embracing bold innovation to uncover bigger, disruptive insights.<\/p>\n\n\n\n

Follow Ben<\/a><\/p>\n\n\n

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Andr\u00e9 Morys<\/h3>\n\n\n\n

Andr\u00e9 Morys<\/a>, CEO and founder of konversionsKRAFT<\/a>, has nearly three decades of experience in experimentation, digital growth, and e-commerce optimization.<\/p>\n\n\n\n

Fueled by a deep fascination with user and customer experience, Andr\u00e9 guides clients through the experimentation process using a blend of data, behavioral economics, consumer psychology, and qualitative research.<\/p>\n\n\n\n

He believes the most valuable insights lie beneath the surface. \u201cMost people underestimate the value of experimentation because of the factors that are hard to measure,\u201d Andr\u00e9 explains.<\/p>\n\n\n\n

\u201cYou cannot measure the influence of experimentation on your company\u2019s culture, yet that impact may be ten times more important than the immediate uplift you create.\u201d<\/p>\n\n\n\n

This philosophy is central to his \u201cdigital experimentation framework,\u201d which features his signature \u201cIceberg Model\u201d to capture both measurable and intangible effects of testing.<\/p>\n\n\n\n

Follow Andr\u00e9<\/a><\/p>\n\n\n

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Jeremy Epperson<\/h3>\n\n\n\n

Jeremy Epperson<\/a> is the founder of Thetamark<\/a> and has dedicated 14 years to conversion rate optimization and startup growth. He has worked with some of the fastest-growing unicorn startups in the world, researching, building, and implementing CRO programs for more than 150 growth-stage companies.<\/p>\n\n\n\n

By gathering insights from diverse businesses, Jeremy has developed a data-driven approach to identify testing roadblocks, allowing him to optimize CRO processes and avoid the steep learning curves often associated with new launches.<\/p>\n\n\n\n

In his interview, Jeremy emphasizes focusing on customer experience to drive growth. He explains, \u201cWe will do better as a business when we give the customer a better experience, make their life easier, simplify conversion, and eliminate the roadblocks that frustrate them and cause abandonment.\u201d<\/p>\n\n\n\n

His ultimate goal with experimentation is to create a seamless process from start to finish.<\/p>\n\n\n\n

Follow Jeremy<\/a><\/p>\n\n\n

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Chad Sanderson<\/h3>\n\n\n\n

Chad Sanderson<\/a> is the CEO and founder of Gable<\/a>, a B2B data infrastructure SaaS company, and a renowned expert in digital experimentation and large-scale analysis.<\/p>\n\n\n\n

He is also a product manager, public speaker, and writer who has lectured on topics such as the statistics of digital experimentation, advanced analysis techniques, and small-scale testing for small businesses.<\/p>\n\n\n\n

Chad previously served as Senior Program Manager for Microsoft\u2019s AI platform and was the Personalization Manager for Subway\u2019s experimentation team.<\/p>\n\n\n\n

He advises distinguishing between front-end (client-side) and back-end metrics before running experiments. Client-side metrics, such as revenue per transaction, are easier to track but may narrow focus to revenue growth alone.<\/p>\n\n\n\n

\u201cOne set of metrics businesses mess up is relying only on client-side metrics like revenue per purchase,\u201d Chad explains. \u201cWhile revenue is important, focusing solely on it can drive decisions that overlook the overall impact of a feature.\u201d<\/p>\n\n\n\n

Follow Chad<\/a><\/p>\n\n\n

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Carlos Gonzalez de Villaumbrosia<\/h3>\n\n\n\n

Carlos Gonzalez de Villaumbrosia<\/a> has spent the past 12 years building global companies and digital products.<\/p>\n\n\n\n

With a background in Global Business Management and Marketing, Computer Science, and Industrial Engineering, Carlos founded Floqq\u2014Latin America\u2019s largest online education marketplace.<\/p>\n\n\n\n

In 2014, he founded Product School<\/a>, now the global leader in Product Management training.<\/p>\n\n\n\n

Carlos believes experimentation has become more accessible and essential for product managers. \u201cYou no longer need a background in data science or engineering to be effective,\u201d he says.<\/p>\n\n\n\n

He views product managers as central figures at the intersection of business, design, engineering, customer success, data, and sales. Success in this role requires skills in experimentation, roadmapping, data analysis, and prototyping\u2014making experimentation a core competency in today\u2019s product landscape.<\/p>\n\n\n\n

Follow Carlos<\/a><\/p>\n\n\n

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Bhavik Patel<\/h3>\n\n\n\n

Bhavik Patel<\/a> is the Data Director at Huel<\/a>, an Wingify customer, and the founder of CRAP Talks<\/a>, a meetup series connecting CRO professionals across Conversion Rate, Analytics, and Product.<\/p>\n\n\n\n

Previously, he served as Product Analytics & Experimentation Director at Lean Convert, where he led testing and optimization strategies for top brands. With deep expertise in personalization, experimentation, and data-driven decision-making, Bhavik helps teams evolve from basic A\/B testing to strategic, high-impact programs.<\/p>\n\n\n\n

With a focus on experimentation, personalization, and data-driven strategy, Bhavik leads teams in creating better digital experiences and smarter testing programs.<\/p>\n\n\n\n

His philosophy centers on disruptive testing\u2014bold experiments aimed at breaking past local maximums to deliver statistically meaningful results. \u201cOnce you\u2019ve nailed the fundamentals, it\u2019s time to make bigger bets,\u201d he says.<\/p>\n\n\n\n

Bhavik also stresses the importance of identifying the right problem before jumping to solutions: \u201cThe best solution for the wrong problem isn\u2019t going to have any impact.\u201d<\/p>\n\n\n\n

Follow Bhavik<\/a><\/p>\n\n\n

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Rand Fishkin<\/h3>\n\n\n\n

Rand Fishkin<\/a> is the co-founder and CEO of SparkToro<\/a>, creators of audience research software designed to make audience insights accessible to all.<\/p>\n\n\n\n

He also founded Moz and co-founded Inbound.org with Dharmesh Shah, which was later acquired by HubSpot in 2014. Rand is a frequent global keynote speaker on marketing and entrepreneurship, dedicated to helping people improve their marketing efforts.<\/p>\n\n\n\n

Rand highlights the untapped potential in niche markets:
\u201cMany founders don\u2019t consider the power of serving a small, focused group of people\u2014maybe only a few thousand\u2014who truly need their product. If you make it for them, they\u2019ll love it. There\u2019s tremendous opportunity there.\u201d<\/p>\n\n\n\n

A strong advocate for risk-taking and experimentation, Rand encourages marketers to identify where their audiences are and engage them directly there.<\/p>\n\n\n\n

Follow Rand<\/a><\/p>\n\n\n

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Shiva Manjunath<\/h3>\n\n\n\n

Shiva Manjunath<\/a> is the Senior Web Product Manager of CRO at Motive<\/a> and host of the podcast From A to B<\/a><\/em>. With experience at companies like Gartner, Norwegian Cruise Line, and Edible, he\u2019s spent years digging into user behavior and driving real results through experimentation.<\/p>\n\n\n\n

Shiva is known for challenging the myth of \u201cbest practices,\u201d emphasizing that optimization requires context, not checklists. \u201cIf what you believe is this best practice checklist nonsense, all CRO is just a checklist of tasks to do on your site. And that\u2019s so incorrect,\u201d he says.<\/p>\n\n\n\n

At Gartner, a simplified form (typically seen as a CRO win) led to a drop in conversions, reinforcing his belief that true experimentation is about understanding why users act, not just what they do.<\/p>\n\n\n\n

Through his work and podcast, Shiva aims to demystify CRO and encourage practitioners to think deeper, test smarter, and never stop asking questions.<\/p>\n\n\n\n

Follow Shiva<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Building a culture of experimentation requires an appetite for iteration, a fearless approach to failure and a test-and-learn mindset. The 1000 Experiments Club podcast digs into all of that and more with some of the most influential voices in the industry.  From CEOs and Founders to CRO Managers and more, these experts share the lessons…<\/p>\n","protected":false},"author":1454,"featured_media":114933,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":0,"footnotes":""},"categories":[10783,10834,10576],"tags":[10809,10786,10801],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-112026","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ab-testing","category-data-science","category-personalization","tag-e-commerce","tag-experimentation-fr","tag-personalization"],"acf":[],"yoast_head":"\n16 Experimentation Influencers You Should Follow<\/title>\n<meta name=\"description\" content=\"Follow 16 top voices in CRO and experimentation\u2014sharing insights 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