Expert Guides
for Experimenters
Comprehensive, practitioner-written guides on behavioral economics, A/B testing, and conversion optimization. Not surface-level overviews — deep frameworks from real consulting experience.
All Guides
The Complete Guide to A/B Testing
Everything you need to know about A/B testing — from statistical foundations to scaling an experimentation program. Written from real consulting experience across SaaS, ecommerce, and energy sectors.
Behavioral EconomicsBehavioral Economics for Digital Experimentation
How to apply behavioral economics principles to digital experimentation — from Kahneman's biases to Thaler's nudge theory. A practitioner's framework for building behaviorally-informed experiments.
Conversion Rate OptimizationCRO Framework: From Hypothesis to Revenue Impact
A complete framework for building and scaling a CRO program — from writing your first hypothesis to measuring revenue impact across the organization. Includes prioritization frameworks, infrastructure decisions, and common pitfalls.