Find us at our new home

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Find us at:

Hi all!

We’ve decided to pack it all up and move Experiment Nation over to a new provider. We’ll still continue to interview great Experimenters from around the world — things will just look a little different.

You’ll continue to find all our past content here, but we’ve also moved them over to our new home.

Why are we moving? To be honest — for more flexibility. Our new home gives us more freedom design-wise and functionality-wise. That, and we get to build a better brand around Experiment Nation (rather than building up Medium’s).

Bookmark this address:

See you there!

Interviews with Experimenters

A conversation with CRO.CAFE’s Guido X Jansen about Experimentation

Customers don’t always make sense to us — but they definitely make sense to themselves. Understanding how customers think is key to unlocking Experimentation success. I recently chatted with CRO.CAFE’s Guido X Jansen about how he leverages cognitive psychology for CRO, why he founded CRO.CAFE, and how he uses “Hobson’s choice +1" on his son.

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Find Guido on LinkedIn:

Rommil: Hi Guido, thank you for taking time away from your busy schedule to chat with me today. How are you?

Guido: Hot! We have a heatwave in The Netherlands this week so my main challenge is to try to plan work outside the hottest moments of the day…

Interviews with Experimenters

A conversation with Convoy’s Chad Sanderson about Experimentation

Those in this space eventually face the question of whether to use a third-party Experimentation tool or build one in-house. The choice is a tough one I recently spoke to Chad about his thoughts on how to decide as well as how he approaches amazing Experimentation cultures.

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Check out Chad’s profile on LinkedIn

Rommil: Hey Chad! It’s been a while since we’ve last chatted. How’ve you been?

Chad: I’ve been doing well, all things considered. Convoy is weathering the COVID storm and freight appears to be rebounding. In my personal life, I’ve just recently launched, an advisor agency for experimentation culture, platform development, and A/B Testing. …

Interviews with Experimenters

A conversation with’s Summer Hu about Experimentation

I recently had the pleasure of catching up with Summer, one of a small handful of folks who I truly feel are statistics experts. We spoke about how she leverages experimentation in her personalization work over at and dove really deep into whether the student’s t-test was suitable for evaluating the results of tests involving RPV.

Fair warning: This interview gets fairly technical — but if you love statistics, you’ll dig it.

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Find Summer on LinkedIn:

Rommil: Summer! No one’s name ever suited their disposition like yours. How have you been?

Summer: Thanks Rommil! I’ve been doing well except I miss people and the in-person connections during this special time. …

Interviews with Experimenters

A conversation with BMO’s Claire Yeh about Experimentation

Personalization and Experimentation may seem like very unrelated practices — but this can’t be further from the truth. I recently spoke to Claire about how she approaches Personalization, how she succeeds at it, and the critical role that Experimentation plays.

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Rommil: Hi Claire, how have you been? I hope you’ve been doing well. Thanks for chatting today!

Claire: Hi Rommil! Thanks so much for the opportunity to chat and share my thoughts! I’m doing well, adjusting to working from home and enjoying the last bit of summer. How are you doing?

I’m doing well. Same as you, adjusting, adjusting. But when you work in Experimentation and Personalization as we do, I feel it’s par for the course.

Interviews with Experimenters

A conversation with Green Light Copy’s Eden Bidani about Experimentation

I recently spoke to Eden about what conversion copywriting is, how she recommends generating variations of copy to test, and how she really feels about: semicolons.

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Find Eden on LinkedIn :

Rommil: Hi Eden, how are you? Thanks so much for taking the time to chat today!

Eden: Hi Rommil, I’m well thank G-d. How are you? Thanks again for having me here today.

Of course! So, let’s start with a bit about you. Could you share with us what you do, and a bit about how you got to where you are today?

Sure. So, I started out years ago in direct sales. Telemarketing, door knocking, and selling face-to-face. It’s not an easy job but you learn very quickly how to connect with people in a genuine manner, even if they weren’t interested in what you’re selling. …

Interviews with Experimenters

A conversation with Bithika Mehra about Experimentation

Despite our best efforts, HiPPOs are key stakeholders that can make or break an optimization program. I recently spoke to Bithika about her thoughts on how to get HiPPOs on our side as well as potentially leveraging neuromarketing to improve conversion.

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Find Bithika on LinkedIn here:

Rommil: Hi Bithika, how are you? Thanks for taking the time to chat today!

Bithika: I am very well, Rommil! Really excited to chat with you today.

Could you share with us a bit about yourself and a bit about your career journey thus far?

Sure! I pivoted into conversion optimization after spending a few years in digital analytics. I was introduced to testing when I joined back in 2015. We ran some major tests in customer onboarding, web registration and pricing that improved LTV and conversion rates. This was a part of my role at but over time it was one that I started enjoying the most. So, when the opportunity came around to build testing & optimization at an iconic brand like Fender, I jumped at it! …

Interviews with Experimenters

A conversation with TechTarget’s Renee Thompson about experimentation

Experimenting on properties trafficked by B2B customers can be quite different than those of B2C customers. I recently spoke to Renee and explored these differences in more detail as well as how she suggests you handle situations when you don’t have a lot of traffic.

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Find Renee on LinkedIn:

Rommil: Hi Renee, thanks for taking the time to chat today! How have you been?

Renee: I’ve been doing well. I have worked remotely for the past ~3 years, so the COVID situation hasn’t hit me as hard as it has some others. I have noticed that now that my entire company is working remotely, we do a lot more (almost all) video meetings, which is nice. …

Interviews with Experimenters

A conversation with Widerfunnel’s Zharina Pelea

I recently spoke to Zharina about how she crafts a customer-centric Experimentation strategy that helps drive product-development, how she gets buy-in for her strategies, and how she defines a good Experimentation strategy.

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Find Zharina on LinkedIn:

Rommil: Hi Zharina, thank you for taking the time away from your busy schedule to chat with me today. How are you?

Zharina: Hey Rommil! I’m doing well, thank you for asking and for reaching out. I hope all is well with you too.

Could you share with us what you do and a bit about yourself?

Happy to! I moved to Canada in October of last year from New Zealand. Two months later, I joined the Widerfunnel team as an Experimentation Strategist. Widerfunnel is a Vancouver- based company that provides full-service behavioural experimentation and program implementation to ensure that our enterprise clients are enabled to make evidence-based decisions for their business. Widerfunnel is part of the GO Group network, an international consultancy that offers experimentation services to enterprise multinational companies. …

The Cultures of Experimentation

A conversation with GO Group Digital’s Collin Tate Crowell about Experimentation

In the spirit of Experimentation, we’re going to try something new. We’re starting a regular series with my guest today, Collin, where we explore cultural and market differences around the world with respect to Experimentation. We feel this is a really interesting topic that doesn’t get a lot of attention. So, it should be fun and we’d love to hear your thoughts. Do you want more of this content? Less? Let us know!

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Find Collin on LinkedIn:

Rommil: So Collin, how are you? I hear you’ve just come off vacation!

Collin: Fresh back from the Hawaii of Canada: Savary Island. I use a paddleboard to go crabbing every day. I’m such a geek I created a spreadsheet to track which traps were producing (or not). Crab Catcher 3000 (my kids name the traps) for the win. …


Rommil Santiago

Collaborating across functions to tackle new initiatives, stand up new practices, and achieve lofty goals for the last 15 years. Practicing at Loblaw Digital.

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