The top CRO experts to follow are a mix of people who publish their own A/B test results and people who teach how to run tests properly.
Start with Oliver Kenyon and Dave Diederen for real ecommerce test results with numbers, and Ronny Kohavi and Lukas Vermeer for the statistics that keep those results honest.
How we picked: every practitioner below has tests in our archive, which you can browse in our practitioner directory.
The public figures were chosen from their own sites, profiles and published work, all checked in November 2026. We list where each one actually posts.
| Name | What they post | Best for | Cost/cadence | Link |
|---|---|---|---|---|
| Oliver Kenyon | Ecommerce A/B test results from Conversionwise | Shopify and DTC brands | Free to follow | Tests |
| Dave Diederen | Shopify test results, wins and losses | Product page ideas | Free to follow | Tests |
| Kasper Dolk | Shopify tests with revenue figures | Navigation, quizzes, PDPs | Free to follow | Tests |
| Peter Christensen | Test results and CRO process | 8-figure ecommerce teams | Free to follow | Tests |
| Milos | Shopify tests, including big losses | $200k-$1M/month stores | Free to follow | Tests |
| Ruben (Tailored Commerce) | Trust and offer tests | New DTC brands | Free to follow | Tests |
| Josh Thompson | Page redesign tests | 7- and 8-figure brands | Free to follow | Tests |
| Alex Stoykov | Ecommerce and Amazon growth | Brands selling on Amazon and their own site | Free to follow | Tests |
| Ronny Kohavi | A/B testing statistics and pitfalls | Analysts and testing leads | Free posts; paid Zoom classes run quarterly | experimentguide.com |
| Lukas Vermeer | Experimentation infrastructure and stats | Teams scaling a program | Free posts; consulting | lukasvermeer.nl |
| Craig Sullivan | UX research, analytics, testing | Research-led CRO | Free to follow | |
| Deborah O'Malley | A/B test case studies, gamified | Building test-idea instincts | New featured test monthly | GuessTheTest |
| Talia Wolf | Emotional targeting, customer-first CRO | Copy and messaging | Free course; paid services | GetUplift |
| Peep Laja | B2B messaging and positioning | SaaS marketers | Free posts and podcast | |
| Patrick McKenzie | Archive of early SaaS conversion tests | Small SaaS founders | Free archive; newsletter is roughly monthly | kalzumeus.com |
The 15 CRO experts worth following
The first eight are practitioners who share results we have logged in our archive.
The last seven are public voices on experimentation, statistics and messaging.
1. Oliver Kenyon (Conversionwise)
What it is: Oliver Kenyon co-founded Conversionwise and has spent 13 years in ecommerce CRO.
Oliver posts tests from client work with revenue-per-visitor results and monthly revenue figures.
Why it's worth it: Oliver has 100 tests in our archive, and many go against common advice.
One example: removing a 1/2/3-bag bundle selector from an 8-figure travel bag brand's product page won +7.8% revenue per visitor.
Best for: Shopify and DTC brands that want test ideas backed by numbers, and brands that want hands-on help.
Where: Oliver's tests on LiftArchive and Conversionwise.
Cost/cadence: Free to follow; agency work is paid.
2. Dave Diederen (Syntra Labs)
What it is: Dave Diederen founded Syntra Labs, builds and tests Shopify stores, and shares most results in public, including the ones that lost.
Why it's worth it: With 162 tests in our archive, Dave gives you many small, specific changes to copy.
Adding one written customer review above the fold on a 7-figure Shopify brand's PDP won +7.45% revenue per visitor.
Adding small customer profile icons next to the star rating lost, at -3.84%.
Best for: Product page and checkout ideas you can test this month.
Where: Dave's tests on LiftArchive and Syntra Labs.
Cost/cadence: Free to follow; Syntra Labs sells CRO subscriptions.
3. Kasper Dolk (Maison Commerce)
What it is: Kasper Dolk runs Maison Commerce, a CRO agency for Shopify brands that also builds landing pages and themes.
Why it's worth it: Kasper's 30 tests in our archive often report revenue lift in euros, which makes the business case clear.
Showing a testimonial vs no testimonial won revenue per visitor +7.10% (€5.36 to €5.74).
Best for: Navigation, product finder quizzes and buy box tests.
Where: Kasper's tests on LiftArchive and Maison Commerce.
Cost/cadence: Free to follow; agency work is paid.
4. Peter Christensen (Scaling CRO)
What it is: Peter Christensen runs Scaling CRO, which builds CRO systems and teams for 8-figure ecommerce brands and says it has run 1,000+ A/B tests.
Why it's worth it: Peter's posts cover both results and how a testing program is organized.
Removing the "Track Order" link from the main navigation won +30% revenue per visitor.
Best for: Larger brands thinking about process, not only single tests.
Where: Peter's tests on LiftArchive and scaling.co.
Cost/cadence: Free to follow; agency work is paid.
5. Milos
What it is: Milos does CRO for stores doing $200k to $1M a month and posts results on X.
Why it's worth it: Milos shares losses as readily as wins, which is rarer than it should be.
Changing a 2-pack offer to "Buy 2 Get 1 Free" at the same price lost, at -52.38% revenue per visitor.
Best for: Mid-size Shopify stores testing offers and product page rebuilds.
Where: Milos's tests on LiftArchive and @CROguy_ on X.
Cost/cadence: Free to follow.
6. Ruben (Tailored Commerce)
What it is: Ruben runs CRO at Tailored Commerce, a CRO and Shopify design agency for DTC brands such as Hears, Moov and FLÂNEUR.
Why it's worth it: Ruben's tests focus on trust for brands shoppers don't know yet.
A trust bar below the navigation (local shipping, patented since 2014, 34,000+ customers) won +55% conversions.
A countdown timer tested across several brands is logged as lost.
Best for: New or little-known brands with a credibility problem.
Where: Ruben's tests on LiftArchive and Tailored Commerce.
Cost/cadence: Free to follow; agency work is paid.
7. Josh Thompson
What it is: Josh Thompson does CRO for 7- and 8-figure ecommerce brands and posts on X.
Why it's worth it: Josh's logged test is a full page redesign tested against the existing page in Intelligems, which won +175.64% revenue per visitor.
Treat a number that large as a sign the old page had serious problems, not as a typical result.
Best for: Brands weighing a redesign against small iterative tests.
Where: Josh's test on LiftArchive and @joshtCRO on X.
Cost/cadence: Free to follow.
8. Alex Stoykov (Olifant Digital)
What it is: Alex Stoykov is CEO of Olifant Digital, a full-service Amazon and ecommerce marketing agency.
CRO is one part of what Alex posts about, alongside Amazon growth.
Why it's worth it: For WedgeGuys (golf grips), adding a "Frequently Bought Together" one-click bundle near add to cart won +10.87% revenue per visitor.
Follow Alex if you sell on Amazon and your own site; skip if you only want pure CRO content.
Best for: Brands running both Amazon and a direct site.
Where: Alex's tests on LiftArchive and Olifant Digital.
Cost/cadence: Free to follow; agency work is paid.
9. Ronny Kohavi
What it is: Ronny Kohavi co-wrote Trustworthy Online Controlled Experiments (Cambridge University Press, 2020) with Diane Tang and Ya Xu, the standard book on running A/B tests at scale.
Why it's worth it: Ronny posts on LinkedIn about running trustworthy tests, the kind of reading that makes you more skeptical of every result on this page, which is the point.
Best for: Analysts, testing leads and anyone who reports results to leadership.
Where: LinkedIn and experimentguide.com, which lists two interactive Zoom classes Ronny teaches quarterly.
Cost/cadence: Posts are free; the classes are paid.
10. Lukas Vermeer
What it is: Lukas Vermeer is an experimentation practitioner who specializes in building the infrastructure and processes to start and scale A/B testing.
LinkedIn lists Just Eat Takeaway.com as Lukas's current company.
Why it's worth it: Lukas co-wrote the 2019 KDD paper on diagnosing sample ratio mismatch and explains statistics through stories rather than formulas.
Best for: Teams moving from a few tests a quarter to a real program.
Where: lukasvermeer.nl (talks, consulting, publications) and LinkedIn.
Cost/cadence: Posts are free; consulting and talks are booked through the site.
11. Craig Sullivan (Optimise Or Die)
What it is: Craig Sullivan runs Optimise Or Die Ltd. in London.
Craig's LinkedIn lists 20+ years of user-centered design, UX research and analytics, and 20 years of A/B testing.
Why it's worth it: Craig's background is research and analytics as much as testing, which is useful because many programs fail before the test starts.
Best for: CROs who want to get better at finding problems before guessing at fixes.
Where: LinkedIn.
Cost/cadence: Free to follow.
12. Deborah O'Malley (GuessTheTest)
What it is: Deborah O'Malley founded GuessTheTest, which publishes A/B test case studies in a "guess which version won" format.
Why it's worth it: Guessing before you see the answer shows how often your instincts are wrong, across all kinds of sites, not only ecommerce.
GuessTheTest also runs the Best in Test Awards for submitted experiments.
Best for: Newer CROs building judgment, and teams running test-idea sessions.
Where: GuessTheTest and LinkedIn.
Cost/cadence: A new featured test each month; free sign-up with paid options.
13. Talia Wolf (GetUplift)
What it is: Talia Wolf is the founder and Chief Optimizer of GetUplift, a conversion optimization agency, and created the Emotional Targeting approach to CRO.
Why it's worth it: Talia focuses on why people buy rather than on button tweaks, which helps most with copy, landing pages and SaaS sign-up flows.
Best for: Marketers who own messaging and copy.
Where: GetUplift (free Emotional Targeting course) and LinkedIn.
Cost/cadence: Free course and posts; services and premium training are paid.
14. Peep Laja (Wynter)
What it is: Peep Laja founded CXL, Speero and Wynter, and is CEO of Wynter, a market research platform for B2B tech marketers.
Why it's worth it: Peep's posts today are mostly about B2B messaging, positioning and differentiation, not A/B test mechanics.
That makes Peep most useful for SaaS teams whose real problem is a vague value proposition.
Best for: B2B SaaS marketers. Not the pick for ecommerce test ideas.
Where: LinkedIn and the How to Win podcast.
Cost/cadence: Free.
15. Patrick McKenzie (patio11)
What it is: Patrick McKenzie wrote openly for years about testing Bingo Card Creator, a small SaaS product, on kalzumeus.com.
Patrick now writes Bits about Money, a free, roughly monthly newsletter about tech and finance, and advises Stripe.
Why it's worth it: Patrick's new writing is mostly not about CRO, so follow for the archive.
We have 23 of those tests logged. Putting "Make Your Own Cards" above the downloads took trials from 11.9% to 19.8%.
Best for: Solo and small SaaS founders.
Where: Patrick's tests on LiftArchive and @patio11 on X.
Cost/cadence: Free archive; newsletter is roughly monthly.
Which experts fit your situation
You run a Shopify or DTC brand
Follow Oliver Kenyon and Dave Diederen. Between them they have 262 tests in our archive, so you can check whether an idea has worked before you build it.
You run a SaaS or B2B site
Follow Peep Laja for messaging and Talia Wolf for copy.
Patrick McKenzie's archive shows how a one-person SaaS tested its way up.
You own the testing program or the stats
Follow Ronny Kohavi and Lukas Vermeer. They will teach you to doubt big wins, including several on this page.
You're new to CRO
Start with Deborah O'Malley's GuessTheTest to train your instincts, then read our guide to becoming a CRO specialist.
How to get the most from them
- Read the result, not the headline. Check the metric (revenue per visitor vs conversion rate), whether it was a real A/B test or a before/after comparison, and whether anyone reported losses.
- Follow a mix. Pair practitioners who post results with people who teach statistics. One group gives you ideas; the other stops you shipping false wins.
- Check an idea against the archive. Before you copy a tactic from a post, search our database for the same element. A countdown timer, for example, won for Dave Diederen at checkout and is logged as lost in Ruben's multi-brand test.
- Add podcasts and communities. Shiva Manjunath hosts the experimentation podcast From A to B, and Rommil Santiago founded Experiment Nation. See our lists of CRO podcasts and CRO communities.
- Write down what you'd test. Keep a running list of ideas from what you read, then rank them by how much traffic the page gets.
Real results from people on this list
@oliverkenyon
@DaveDiederen
@kasper_dolk
@Rubendgrf
@CROguy_Watch out for
Survivorship bias. People mostly post wins. Give extra weight to experts who share losses and flat results.
Huge lifts. Results like +100% usually come from fixing a broken page or from a short test.
They rarely repeat on a page that already works.
Context that doesn't transfer. A test that won for a $600 product may not work for a $20 one.
Check the vertical, price point and traffic source before copying.