Articles exploring 'cro' through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
6 articles
Atticus Li reduced experimentation analysis time by 40% at NRG Energy by integrating AI tools including Claude, ChatGPT, and Optimizely AI into the testing workflow — with specific workflows, governance standards, and honest limitations.
Behavioral economics is a powerful tool for conversion optimization — but the field went through a replication crisis. Here's how to separate what actually works from what was built on shaky research, and how to test behavioral hypotheses in your own context.
Atticus Li designed NRG Energy's EBITDA impact estimation model that translates A/B test results into verified financial impact, turning experimentation from a cost center into a revenue driver generating $30M+ in projected value.
Atticus Li shares five real enrollment flow A/B tests from NRG Energy that collectively projected over $1M in annual revenue — with exact metrics, behavioral mechanisms, and the decision frameworks behind each test.
Atticus Li built the governance framework for running 100+ A/B tests per year across NRG Energy's five retail brands, serving 7M+ customers in 24 states.
Most A/B tests fail because the process is broken, not because the ideas are bad. Five failure modes that kill experimentation programs, and the consultant mindset that fixes them.