Articles exploring 'experimentation' through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
8 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 shares data storytelling lessons from presenting experimentation results to C-suite executives at NRG Energy and Silicon Valley Bank — including the textbook analogy, the consultant mindset, and how financial storytelling grew the program.
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 designed a geo-incrementality experiment at Silicon Valley Bank to measure billboard and OOH advertising impact on digital demand, proving +97.8% web traffic lift in Miami and +94.4% in Austin versus the Seattle control market.
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.