Your customers already
know what they want.
The question is whether your marketing is built around how they actually make decisions — or how you think they do.
I'm Atticus Li. I combine behavioral economics, CRO, AI, and rigorous experimentation to find the revenue levers your competitors are guessing at. $30M+ in verified impact.
What Changes
Most marketing optimization stops at the surface. You find a winning headline, move on. What you don't find out is why it won — which means you can't replicate it, can't scale it, and can't predict the next one.
Behavioral science changes that. When you understand the cognitive mechanisms behind conversion — loss aversion, social proof, choice architecture, friction effects — you stop guessing and start engineering. Each test teaches you something permanent about your customer's decision-making, not just whether button A beat button B.
The outcome: an experimentation program that compounds. Every result feeds the next hypothesis. Your marketing gets smarter each quarter — not just bigger.
Three Disciplines. One System.
Behavioral Economics & Science
Loss aversion, scarcity, social proof, anchoring, choice architecture — these aren't marketing buzzwords. They're documented cognitive mechanisms that drive purchase decisions. I apply the research to find which levers move your specific customers, then test to confirm it's actually working.
CRO & Revenue Optimization
Conversion rate optimization done right isn't about button colors. It's about identifying where your funnel leaks, why it leaks, and what the fix is worth in dollars. Every optimization I run connects to a revenue number — not a click-through rate, not an engagement score.
A/B Testing & Experimentation
I build experimentation programs that prove causality, not correlation. A/B tests, geo-targeted holdouts, incrementality studies — designed with statistical rigor so you can trust the results and act on them with confidence. No false positives. No "we think it worked."
Advanced AI User.
Continuous Learner.
I don't just use AI tools — I build with them, ship products with them, and integrate them into enterprise experimentation workflows to reduce cost and increase velocity.
AI Development & Engineering
AdvancedAI Assistants & Reasoning
AdvancedAI for Marketing & Content
AdvancedBeyond Traditional Search.
The New Discovery Stack.
Search is fragmenting. Google, AI chatbots, and generative engines are all competing to answer the same questions. I optimize for all of them.
Search Engine Optimization
Technical SEO, programmatic content at scale, keyword clustering, and content architecture. Drove 691% organic traffic growth at SVB. Built GrowthLayer's automated content engine.
AI Engine Optimization
Optimizing content for AI-powered search engines (ChatGPT, Perplexity, Claude). Jobsolv ranks in AI engine results. Structured data, entity clarity, and authoritative sourcing for AI crawlers.
Generative Engine Optimization
Ensuring brand visibility in generative AI responses. Citation optimization, entity disambiguation, and content structuring that makes AI models reference your brand accurately.
Large Language Model Visibility
Understanding how LLMs surface recommendations. Building topical authority, E-E-A-T signals, and content depth that positions brands as the default answer in AI conversations.
Cross-Functional
Leadership
Experimentation doesn't live in a silo. I've embedded in and partnered across every team that touches the customer journey — in regulated industries where compliance, legal review, and stakeholder buy-in are non-negotiable.
Marketing
Campaign strategy, channel optimization, budget allocation, and conversion funnel ownership. Partnered with CMOs, VPs, and marketing directors on test roadmaps tied to revenue goals.
Product
Product-led experimentation, feature adoption testing, onboarding optimization, and product analytics. Collaborated with PMs and product designers on data-informed feature decisions.
UX & Design
Behavioral research-driven UX testing, heatmap analysis, journey mapping, and design system experimentation. Trained UX teams on cognitive bias patterns and behavioral design.
Analytics & Data Science
Statistical methodology, attribution modeling, dashboard design, and measurement infrastructure. Built reporting systems that replaced 6 manual reports with automated Looker dashboards.
Engineering
Test implementation, tag management, CDP integration, and experimentation platform configuration. Bridged the gap between business hypotheses and technical execution.
Executive Leadership
C-suite experimentation reporting, ROI narratives, and program advocacy. Achieved 95% executive buy-in across Marketing, Product, and UX at NRG Energy.
Things I've
Built
Jobsolv
AI-powered recruitment platform that tailors resumes and matches candidates to jobs using machine learning. Built from zero to 30K+ users across 12+ countries with $0 paid ad spend. Featured in PRNewswire and EdTechReview.
Visit Jobsolv (opens in new tab) B2B Content & SEO PlatformGrowthLayer
Automated content engine that generates SEO-optimized articles using A/B test data and behavioral science frameworks. Programmatic content at scale — turning experimentation insights into search-rankable thought leadership.
Visit GrowthLayer (opens in new tab) Publishing InfrastructurePublishOS
Content publishing operating system that streamlines the workflow from draft to distribution. Built to solve the operational bottleneck of scaling content across multiple channels and formats.
Visit PublishOS (opens in new tab)What I Build With
Experimentation
Marketing Analytics
Behavioral Analytics
Data Science
Personalization & CDP
AI & Development
Credentials That
Back It Up
Industry-recognized certifications in experimentation, behavioral science, and growth — not just courses completed, but frameworks I apply every day.
Conversion Rate Optimization
The industry gold standard for CRO practitioners. Covers experimentation design, statistical significance, funnel analysis, and revenue-connected optimization methodology.
Advanced Conversion Rate Optimization
Advanced testing strategies including multi-armed bandits, Bayesian analysis, sequential testing, and experimentation program governance at enterprise scale.
Digital Psychology & Persuasion
Applied cognitive psychology for digital experiences — anchoring, framing effects, loss aversion, social proof, and choice architecture for conversion optimization.
Landing Page Optimization
Data-driven landing page design, message-match methodology, attention ratio optimization, and conversion-centered design principles.
Testing Strategy
End-to-end experimentation program design — hypothesis prioritization frameworks, test roadmapping, statistical methodology, and stakeholder reporting.
Behavioral Economics
One of only 1,000 certified practitioners worldwide. Applied behavioral economics — nudge theory, prospect theory, heuristics, and cognitive bias application for marketing and product design.
Inbound Marketing
Content strategy, lead nurturing, marketing automation, and inbound methodology for scalable customer acquisition.
Project Management
Agile and waterfall project management for cross-functional experimentation programs, test roadmaps, and stakeholder alignment.
Business Analytics
Data analysis, statistical modeling, and business intelligence for marketing measurement and revenue attribution.
Foundation &
Recognition
BS, Business Economics
University of North Carolina Wilmington
Omicron Delta Epsilon — International Honor Society in Economics
Bilingual
Native English and Chinese (Mandarin) — a perspective shaped by two cultures that think about commerce, trust, and decision-making very differently.
Techstars Startup Weekend Winner (2x)
Won Techstars Startup Weekend in both Wilmington, NC and Black Mountain, SD — pitching, building, and launching products in 54-hour sprints. Validated ideas through rapid prototyping and customer development.
ADPList Mentor
500+ mentoring sessions. 100% communication rating. 3+ years running. Free 1:1 mentoring for growth professionals transitioning into experimentation, CRO, and marketing analytics.
Book a sessionHow I Think
Psychology before tactics
Before you test anything, you need a hypothesis grounded in how humans actually make decisions. Behavioral economics gives you that foundation. Random tests give you random results.
Revenue over vanity
Click-through rates and engagement scores are not success metrics. Revenue is a success metric. Every experiment connects to the P&L — or we're measuring the wrong thing.
Systems over campaigns
A single winning test is a lucky break. A systematic experimentation program is a compounding asset. I build the infrastructure so your marketing gets smarter every quarter.
Proof over persuasion
I don't care who's most senior in the room. I care about what the data says. If you can't prove it worked — with a controlled test, not a before/after comparison — you don't know if it worked. The standard is high on purpose.
Core Competencies
The Human
Behind the Data
I believe the best working relationships start with knowing who you're working with — not just what they've done.
Dog Dad
Proud owner of a 6-year-old Texas Heeler rescue from Austin Pets Alive! — an Australian Shepherd / Cattle Dog mix who graduated from a boarding school run by a student of the master trainer who trained the Queen's Corgis.
World Traveler
14 countries and counting — China, Japan, South Korea, Australia, New Zealand, Czech Republic, Germany, Poland, Hungary, Mexico, Costa Rica, Canada, and 43 U.S. states. Once lived as a vanlifer, traveling the U.S. and Canada in a van named Howl.
Five Cities
Lived in Kunming and Shanghai (China), San Diego, Wilmington (NC), and Austin (TX). Native in both English and Chinese — a perspective shaped by two very different cultures.
Unofficial Michelin Scout
Relentless restaurant hunter with a strange track record — I keep finding my favorite new spots a year before they earn their first Michelin star. If I recommend a place, set a reminder.
Three Ways In
Read the Newsletter
Lean Experiments: weekly frameworks on behavioral science, A/B testing, and revenue optimization. Applied research you can use Monday morning. Free.
Subscribe free (opens in new tab)Get Mentored
Free 1:1 sessions on ADPList for growth practitioners, analysts, and early-stage founders. Bring a specific problem — experimentation design, CRO strategy, behavioral frameworks. Leave with a clear next step.
Book a session (opens in new tab)See the Work
Case studies, methodology, and real results — how behavioral science and rigorous testing translate into revenue numbers at scale. No sanitized summaries. Real campaigns, real data.
View case studies
Revenue Frameworks
for Growth Leaders
Every week: one experiment, one framework, one insight to make your marketing more evidence-based and your revenue more predictable.