CRO · Personalization · AI Marketing Systems
Find your conversion problems ‐ and what to improve first.
Where should we start?
Building your Experience Map
Connecting your path to the move that resolves it.
Optimizely
Get more from Optimizely than another testing program.
I help teams connect experimentation, personalization, customer data, content and AI so Optimizely becomes part of how the business learns, not just another tool in the stack.
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01
Know the customer
ODP + behavioral and customer signals
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02
Make a decision
Personalization + content
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03
Test what changes
Web + Feature Experimentation
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04
Learn what worked
Measurement + Opal
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Experimentation that answers a real question
Decide what belongs in Web versus Feature Experimentation and measure the journey as one experience.
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Personalization with a reason behind it
Use ODP and behavioral signals when there’s a decision worth changing, then test whether the different experience actually performs better.
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AI that helps the team do the work
Use Opal and specialized agents for analysis, planning, QA and learning while people keep control of the important decisions.
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10+ years with Optimizely
Hands-on across experimentation, personalization, onboarding and solution strategy.
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50+ Optimizely projects
Across the team I helped build and lead. By 2022 I owned our packaged Optimizely Web onboarding offer – the process that got new customers from implementation to a working experimentation program.
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2019: co-delivery launch team
Part of the small team that launched Optimizely’s partner co-delivery program, onboarding its new customers alongside Optimizely’s own team.
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Optimizely MVP since 2022
Optimizely’s recognition for community members it considers experts in the platform.
ALEX’S LATEST BLOG POST
What Comes Next Is a Choice
I’ve spent my career learning how to improve experiences. Now I’m applying the same feedback loop to what I want to do next. ITERATE · MEASURE · LEARN · REPEAT CHOOSE REPEAT WHAT COMES…
The thesis
One connected system, not a stack of disconnected tools.
Most teams already have the tools – analytics, experimentation, CDP, personalization, CRM, AI. The gap isn’t missing tools; it’s that nothing works together as a system, and a small team rarely has time to fix it.
Your data – analytics, CRM, testing, email, your CDP – feeds one AI decisioning layer. That layer decides what to do next: which experiment to run, who to personalize for, what to design, what to send. Nothing happens in isolation; every signal informs every decision.
The methodology
The Experience Optimization Framework
Six connected stages, run as a loop so performance compounds instead of plateauing – Discover, Prioritize, Experiment, Personalize, Learn, Scale, accelerated with AI.
Experience leads · AI accelerates · One iterative feedback loop
- 01Discover – Find where intent breaks down
- 02Prioritize – Rank by value, impact, effort
- 03Experiment – Test instead of assume ↻ AI premortem
- 04Personalize – Right experience, right visitor
- 05Learn – Every result becomes knowledge ↻ AI post-mortem
- 06Scale – Roll out what works
What we do
Eight capabilities, one operating system.
Not a menu – a connected system that runs on your existing data and compounds over time.
Proof
Twenty-six years of compounding results.
Alex has been one of our secret weapons for many years. Many of the great conversion results we got with clients were because of Alex executing on our advice. Of course, clients loved him, and you will too if you need better results from your website.
Bryan Eisenberg
Marketing optimization expert · NYT best-selling author
From the practice
Featured thinking
Conversion Rate Optimization
Optimization Is a Decision System, Not a Redesign Project
From the work itself
Practitioner Lessons
I’ve spent years in this work, and certain patterns keep showing up: not theories, things I’ve actually run into, again and again, across very different businesses. These are the ones I keep coming back to.
Checkout
The closer a step is to revenue, the less room there is for ambiguity.
Checkout experiences often introduce friction at the moment of highest intent: required accounts, unclear shipping costs, excessive form fields, uncertainty about what happens next.
Trust
The website has to sell the job before the estimate.
Buyers aren’t just deciding whether to fill out a form. They’re judging whether you can handle the project, protect their property, and deliver without becoming a new problem.
Testing
A test is valuable only when it answers an important business question.
A program can stay busy for months, testing button colors and isolated headlines, and still teach almost nothing worth acting on.
Explore all nine Practitioner Lessons in the Knowledge Base.
From the practice
Explore more ideas
Browse articles on conversion optimization, experimentation, personalization, AI, ecommerce, and improving digital experiences.
Building AI systems that help marketing teams get more from every platform they run – and writing about what changes as I roll them out.
Let’s find what your stack is leaving on the table.
A free assessment of where your stack is leaking revenue – quick wins, the opportunities worth your time, and a roadmap that compounds. No pitch deck.
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