Turn Your Marketing
Budget Into
Proof It Works.
I'm Atticus Li — I build the systems that convert marketing spend into certainty. $30M+ in verified revenue impact through A/B testing, geo-targeting, and conversion optimization.
Revenue impact delivered at
The Problem
Most marketing teams are
flying blind.
Tests run. Results ignored.
Teams run A/B tests, declare a winner at 70% confidence, and ship — then wonder why the revenue lift never materialized. Testing theater.
Spend justified by gut feel.
Leadership asks 'did that campaign work?' The answer is always 'engagement was up.' Nobody asks if it moved revenue. Nobody can answer if it did.
Insights don't compound.
Every test result lives in a Slack thread. The next team runs the same test six months later. The organization never learns faster than it forgets.
"I spent 9 years fixing that. At NRG Energy I built the infrastructure that lets us connect every marketing lever to revenue outcomes — and say with statistical certainty: this is what works, and here's the proof."
— Atticus Li
Expertise
Six Ways I Move Revenue
Revenue Experimentation
Build testing programs that show up on the P&L
Designing experiments with revenue hypotheses from day one. Every test is connected to a dollar outcome before a single line of code is written.
See examples →Conversion Optimization
Turn existing traffic into more revenue without more spend
Full-funnel CRO from awareness through retention. Behavioral analysis, friction mapping, and systematic lift measurement across every touchpoint.
See examples →Behavioral Science
Use how people actually decide to improve how they buy
Applying decision science — framing, choice architecture, loss aversion, social proof — to real marketing and product decisions.
Growth Analytics
Know what's working, kill what isn't, prove it to the CFO
Building the measurement infrastructure that makes reliable decision-making possible. Attribution, incrementality, and causal inference at scale.
Data Storytelling
Turn experiment results into executive buy-in
Translating statistical significance into budget decisions. The skill most analysts are missing — making leadership act on evidence, not intuition.
Program Building
Take a team from zero tests to a scaled experimentation culture
Hiring, structuring, and operationalizing experimentation programs. Building the culture and processes that make evidence-based decisions the default.
See examples →Case Studies
Proof, Not Promises
Fortune 150 · Energy Retail
NRG Energy
Lead, Applied Experimentation · 2019 – Present
Built an enterprise experimentation program from scratch. Geo-targeted holdout groups, incrementality measurement, full-funnel A/B testing infrastructure, and executive dashboards that connected every experiment to P&L impact.
Fintech & Retail Energy
SVB / Reliant Energy
Growth & Optimization · 2016 – 2019
Led conversion optimization programs for a Fortune 500 energy retailer and Silicon Valley Bank's digital acquisition channels. Designed and ran multivariate tests across checkout, onboarding, and paid acquisition funnels.
SaaS · Zero-budget growth
Jobsolv
Founder & Product · 2023 – Present
Applied the same experimentation principles I use at NRG to a consumer product. Built Jobsolv from zero to 25K+ users with zero paid spend — using behavioral data, onboarding experiments, and viral loop optimization.
The System
Lean
Experimentation
A five-step operating system for turning marketing spend into verified revenue. Not a methodology. Not a framework. A repeatable system I've run on 500+ experiments across Fortune 150 companies and bootstrapped products.
Observe
Find the real friction, not the assumed one. Heatmaps, session recordings, user interviews — diagnose before prescribing. Most teams skip this step and wonder why their tests don't move the needle.
Hypothesize
Tie every test to a revenue outcome before it runs. No hypothesis without a dollar figure attached. If you can't articulate the mechanism from change → behavior → revenue, don't run the test.
Test
Ship fast, measure what matters, ignore vanity metrics. Statistical significance or it didn't happen. Power analysis before launch. Sequential testing for speed without sacrificing validity.
Prove
Show the P&L impact, not just the test result. The CFO doesn't care about conversion rate — they care about revenue. Translate lift into dollars, annualized, with confidence intervals.
Scale
Systematize winners so the team runs it without you. The goal is a program, not a project. Document the learning, codify the pattern, train the team. Every test should make the next one easier.
Lean Experiments Newsletter
Better Decisions, Every Week
Practical frameworks for product, growth, and experimentation leaders responsible for revenue. 12,000+ readers. Free forever.
No spam. Unsubscribe anytime.
Colleague Reviews
Trusted by Growth Leaders
"Atticus built the experimentation muscle our marketing team didn't know we needed. The revenue attribution alone changed how we allocate budget."
"His ability to translate test results into executive narratives is rare. He doesn't just run experiments — he changes how leadership thinks about evidence."
"The geo-holdout framework Atticus designed saved us from a bad $2M media buy decision. One experiment paid for two years of the program."
"Atticus is the rare analyst who can walk into a C-suite and make executives care about p-values. He made experimentation the language of our growth strategy."
ADPList Mentorship
What Mentees Say
"Great suggestions, good understanding of personal issues. Loved speaking with Atticus. Good experience."
"I had a really effective session with Atticus regarding job searching. He offered me many great insights on how to improve my resume and suggested great resources. I feel more confident after the session."
"I had a very inspiring mentorship with Atticus. He is patient and knowledgeable. His insight and advice have been invaluable in helping me navigate the marketing analytics job market."
Content Ecosystem
Where I Create & Teach
Lean Experiments
● Active · WeeklyWeekly newsletter · 12K+ subscribers
Practical frameworks for growth leaders responsible for revenue. A/B testing, behavioral science, and conversion optimization — with the math to back it up.
Jobsolv
● Live · 25K+ UsersAI-powered job application platform · 25K+ users
Built from zero to 25K+ users with no paid spend — applying the same experimentation principles I use at NRG to a consumer product. A live case study in lean growth.
ADPList Mentoring
● Booking OpenFree 1:1 experimentation & growth sessions
Open sessions for growth practitioners, career changers, and early-stage founders. Focused on experimentation strategy, CRO, and building data-driven growth programs.
Lean Experiments Newsletter
One framework. Every week.
Free forever.
Join 12,000+ growth leaders who get practical A/B testing, behavioral science, and revenue optimization frameworks — without the fluff.
Free. No spam. Unsubscribe anytime.