Top 20 Ecommerce and Shopify CRO Experts
- This guide lists 20 ecommerce and Shopify CRO experts in four groups: customer value and psychology, experimentation programs, analytics and measurement, and Shopify CRO specialists.
- Good CRO is not about button colors: it is about understanding user behavior, testing changes in a structured way, and matching the offer to what customers need.
- CRO grows revenue from the traffic you already have, so gains keep adding up without a matching rise in ad spend.
- The best CRO expert for a Shopify store has proven ecommerce experience, a data-first testing process, clear reporting and a fee you can judge against expected revenue.
- Google Optimize shut down in September 2023, so ask any CRO expert which A/B testing platform they use today.
The top ecommerce and Shopify CRO experts include experimentation leaders such as Ronny Kohavi and Kelly Wortham, conversion psychology specialists such as Talia Wolf and Brian Massey, and Shopify CRO specialists such as Mechelle Carpio, Daniel Chabert and Paddy McLarnon. This guide lists 20 CRO experts and Shopify consultants, grouped by what they do best, and then shows how to choose the right one for your store.
Whether you run a Shopify store or manage a fast-growing ecommerce brand, conversion rate optimization (CRO) can be the difference between scaling profitably and burning through ad spend. But CRO is not just about button colors or split tests. It is about understanding user behavior, experimenting strategically, and aligning your offer with what your audience truly needs.
The people below have helped DTC brands, SaaS companies and large retailers grow through better experimentation, messaging and user experience. Whether you want to hire a CRO partner, follow current best practices, or find thought leaders to learn from, this list is your starting point. For the questions to ask before you sign a contract, see our guide to hiring a CRO consultant.
The 20 ecommerce and Shopify CRO experts at a glance
| Expert | Company | Best known for |
|---|---|---|
| Valentin Radu | Omniconvert | Customer lifetime value and customer value optimization |
| Brian Massey | Conversion Sciences | Science-based CRO and A/B testing |
| Talia Wolf | Getuplift | Emotion-driven optimization and messaging |
| Ronny Kohavi | Independent (Maven instructor) | Trustworthy large-scale A/B testing |
| Kelly Wortham | Test & Learn Community | Experimentation culture and programs |
| Ruben de Boer | Conversion Ideas | CRO training and experimentation change management |
| Carlos Trujillo | Speero | Scaling ecommerce experimentation programs |
| Amrdeep Athwal | Conversions Matter | Data-driven optimization and analytics |
| Ole Gregersen | IMPACT | CRO leadership and the Conversionboost conference |
| Chris Mercer | MeasurementMarketing.io | Measurement marketing and analytics setup |
| Fosca Fimiani | MultiMinds | Web analytics and data projects |
| Nicolai Høg | WPP Media Denmark | CRO, UX and search at agency scale |
| Mechelle Carpio | Fearless Orange | Conversion-focused Shopify stores |
| Vishal Goswami | Friction Studio | Shopify builds and landing page CRO for DTC brands |
| Paddy McLarnon | PM Digital Design | CRO for Shopify brands |
| Connor Shelefontiuk | MoreConversions | CRO strategy and offer testing |
| Svapnil Kambale | Optise | Shopify CRO for DTC brands |
| Daniel Chabert | PurpleFire | Managed CRO and development |
| Danny Guevara | Kavee | Paid advertising and CRO consulting |
| Fabian Engeln | Shopify | CRO for Shopify merchants |
CRO experts for customer value and conversion psychology
1. Valentin Radu
Founder & CEO of Omniconvert
Valentin Radu is the founder and CEO of Omniconvert. With a strong background in marketing and entrepreneurship, he is known as a thought leader in customer experience, data-driven marketing and eCommerce optimization. Through Omniconvert, he provides tools and strategies for A/B testing, segmentation and customer insights that help businesses grow by understanding their customers better.
What sets Valentin apart is his focus on customer lifetime value, retention and segmentation, topics often overlooked in classic CRO. He is the author of The CLV Revolution, a book for ecommerce professionals who want to move beyond quick wins and build sustainable growth.
Best for: brands that want CRO tied to customer value and retention, not only to the next order.
2. Brian Massey
Founder & Conversion Scientist at Conversion Sciences
Brian Massey is a veteran of conversion rate optimization and digital experimentation. As founder of Conversion Sciences, a CRO agency, he has helped ecommerce and SaaS businesses improve website performance for more than a decade. Known as "The Conversion Scientist," he blends behavioral science, analytics and rigorous A/B testing to find customer intent, improve landing pages and reduce friction in the purchase process.
He is also the author of Your Customer Creation Equation, a book about turning website traffic into leads and sales with scientific methods.
Best for: teams that want a disciplined, test-everything agency partner.
3. Talia Wolf
Founder & CEO at Getuplift
Talia Wolf is a CRO expert known for her emotion-driven approach to optimization. As founder of Getuplift, a conversion optimization agency, she helps companies increase conversions by building on emotional triggers, customer psychology and persuasive design. She created the Emotional Targeting framework and speaks at marketing and CRO conferences such as MozCon.
Her work emphasizes deep customer research, customer-centric messaging and high-impact A/B tests. She also teaches through workshops and courses that show marketers and founders how to create meaningful, high-converting experiences.
Best for: brands whose pages work technically but whose message does not persuade.
CRO experts for experimentation programs
4. Ronny Kohavi
Experimentation consultant and instructor, ex-Airbnb, ex-Microsoft, ex-Amazon
Ronny Kohavi is one of the most influential voices in experimentation. He led relevance and experimentation at Airbnb, analysis and experimentation at Microsoft, and data mining and personalization at Amazon. His work has shaped how high-growth companies make data-driven product and design decisions.
He is co-author of Trustworthy Online Controlled Experiments, a widely respected guide to false positives, proper test design and building a testing culture. He now consults and teaches A/B testing courses on Maven.
Best for: high-traffic stores and teams that need statistically sound experimentation.
5. Kelly Wortham
Founder of the Test & Learn Community (TLC)
Kelly Wortham is a recognized thought leader in experimentation and conversion optimization, with more than 20 years of experience in digital and offline testing. She is the founder of the Test & Learn Community, where experimentation practitioners from around the world connect and learn from each other.
Known for her methodical approach, Kelly helps organizations move beyond tactical A/B testing and make experimentation part of how they work. Her specialties include program strategy, team enablement, QA processes and experiment prioritization.
Best for: larger companies building an experimentation culture across teams.
6. Ruben de Boer
Experimentation consultant and instructor, founder of Conversion Ideas
Ruben de Boer is a CRO expert with more than 15 years of experience and the founder of Conversion Ideas, a platform that helps CRO and experimentation professionals improve their skills through courses, coaching, workshops and consulting. He has worked with brands such as Vodafone and Rabobank.
He shares practical CRO tips through his newsletter and on LinkedIn, and makes topics such as statistics, UX research and change management easy to understand. His approach favors scalable experimentation frameworks that match business goals over short-term wins.
Best for: teams that want to upskill in-house and change how the organization tests.
7. Carlos Trujillo
Experimentation strategist at Speero
Carlos Trujillo is an ecommerce CRO and experimentation consultant with more than a decade of experience. At Speero, he sets up, runs and scales experimentation and CRO programs for ecommerce brands, startups and enterprises. Before that, he founded his own agency and led web development and conversion projects for many brands.
He also teaches CRO for ecommerce growth at CXL, bringing a deep understanding of testing frameworks, data-driven UX and user research to his work.
Best for: ecommerce brands that want a structured program run by a specialist agency.
8. Amrdeep Athwal
Founder & Principal Consultant at Conversions Matter
Amrdeep Athwal has worked in data-driven optimization since 2007. As founder of Conversions Matter, he helps businesses turn data into actionable insights. His specialisms include conversion rate optimization, web analytics implementation, data visualization, personalization, and UX and user research, across sectors that include ecommerce, fashion, SaaS and finance.
He speaks at conferences, webinars and podcasts on data and experimentation, and argues that sustainable growth comes from truly understanding customers and helping them get what they need.
Best for: businesses whose testing is held back by weak analytics or research.
9. Ole Gregersen
CRO Lead at IMPACT
Ole Gregersen is a CRO expert with more than 12 years of experience in digital marketing, usability and A/B testing. He is CRO Lead at IMPACT and runs the Conversionboost conference in Copenhagen, a meeting point for the European CRO community.
He is known for a pragmatic approach that aligns website experiences with user psychology and business goals, not only with UX patterns. He shares practical advice on LinkedIn and speaks at industry events.
Best for: Nordic and European retailers looking for grounded, practical CRO.
CRO experts for analytics and measurement
10. Chris Mercer
Co-founder of MeasurementMarketing.io
Chris Mercer, widely known as "Mercer," is an expert in measurement marketing. As co-founder of MeasurementMarketing.io, he helps marketers, teams and agencies plan what to measure, set it up with tools such as Google Tag Manager and Google Analytics, build useful dashboards and pull actionable insights from them.
His strength is bridging analytics and CRO. He speaks at digital marketing conferences and teaches with DigitalMarketer. He does not focus on Shopify only, but his expertise is valuable for any ecommerce company that wants to scale through better decisions.
Best for: stores that need reliable tracking before they start testing.
11. Fosca Fimiani
Data analyst and project manager at MultiMinds
Fosca Fimiani moved into web analytics after a master's degree in Applied Physics at the University of Bologna, followed by a master's in marketing and communication. She has worked in analytics and CRO roles at Web Ranking, Yoox, Merkle and Boosterbox, and now works as a data analyst and project manager at MultiMinds.
She combines a quantitative background with CRO experience, and she helps organize MeasureCamp Italy, part of the analytics community events held around the world.
Best for: teams that need analytics rigor and clean data projects behind their CRO.
12. Nicolai Høg
Senior Director of SEO, CRO and UX at WPP Media Denmark
Nicolai Høg is Senior Director of SEO, CRO and UX at WPP Media Denmark (formerly GroupM), where he leads a team of more than 20 specialists across conversion optimization, user experience, dynamic creative optimization and search. He is a well-known voice on the Danish CRO scene.
Best for: larger brands that want CRO connected to search and media work.
Shopify CRO specialists and consultants
13. Mechelle Carpio
Shopify conversion specialist, founder of Fearless Orange
Mechelle Carpio is a Shopify conversion specialist and the founder of Fearless Orange. She builds and optimizes conversion-focused Shopify stores for ecommerce businesses in the US, Australia, the UK and the Philippines.
Her background combines CRO, UX design and ecommerce branding, which makes her a good fit for DTC founders who want to improve store performance and reduce bounce rates. She shares her work and Shopify insights with a large social media community.
Best for: DTC founders who want a new or rebuilt Shopify store designed to convert.
14. Vishal Goswami
Founder & CEO at Friction Studio
Vishal Goswami is an ecommerce consultant and the founder and CEO of Friction Studio, a Shopify agency he started in 2020 to help DTC brands build and grow their stores on Shopify and Shopify Plus. The agency's services include landing pages and CRO experimentation for paid acquisition and retention.
His approach blends UX, data-informed design and experimentation to remove friction at every stage of the customer journey, from homepage to checkout.
Best for: DTC brands that need Shopify development and CRO from one team.
15. Paddy McLarnon
CRO for Shopify brands, owner of PM Digital Design
Paddy McLarnon is a CRO consultant who specializes in helping Shopify brands get higher conversion rates and revenue. Through PM Digital Design, he works with DTC brands on landing page optimization, A/B testing and customer journey analysis, combining research, UX and development.
His focus on Shopify makes him a strong fit for merchants who want to scale efficiently. He is known for sharing practical, no-fluff CRO advice on LinkedIn, such as how to prioritize A/B tests by revenue impact.
Best for: growing Shopify brands that want a hands-on consultant.
16. Connor Shelefontiuk
Co-founder of MoreConversions
Connor Shelefontiuk is an ecommerce entrepreneur and the co-founder of MoreConversions, a CRO strategy and offer testing agency for ecommerce brands. His work combines customer insight, persuasive landing pages and A/B testing of offers to lift revenue for DTC brands.
Best for: DTC brands that want to test offers, bundles and landing pages, not only page design.
17. Svapnil Kambale
Founder of Optise, Shopify CRO expert
Svapnil (Goldi) Kambale is the founder of Optise, a CRO agency that works with Shopify DTC brands in the US and the UK, and of Capaz Software Labs. He has more than a decade of experience designing and optimizing ecommerce websites, and he shares Shopify conversion lessons on LinkedIn.
Best for: Shopify DTC brands that want design and CRO from a Shopify-only agency.
18. Daniel Chabert
Founder & CEO at PurpleFire
Daniel Chabert is the founder and CEO of PurpleFire, a managed CRO and development agency headquartered in Denmark with a remote team across Europe. Before PurpleFire, he founded and sold several ecommerce brands, and he started the agency to give clients a more transparent experience than he had as a client himself.
The agency's main service is data-driven CRO: finding friction in the customer journey and running experiments on a roadmap tied to business goals, backed by a development team that can ship the changes.
Best for: ecommerce brands that want CRO and development handled together.
19. Danny Guevara
CRO and Shopify specialist
Danny Guevara consults ecommerce brands and agencies on paid advertising and conversion rate optimization. He works on the full path from ad to checkout, looking for the issues that stop visitors from buying and fixing them across landing pages, product pages and checkouts.
Best for: brands that want paid traffic and on-site conversion reviewed together.
20. Fabian Engeln
CRO specialist at Shopify
Fabian Engeln works on conversion rate optimization at Shopify and writes about CRO for the Shopify Growth Services blog, including guides to A/B and multivariate testing. Before Shopify, he worked in digital consulting on ecommerce and analytics.
His articles combine a technical and analytical view with practical advice on product pages, checkout flows and testing, which makes them useful reading for Shopify merchants.
Best for: Shopify merchants who want to learn CRO testing from inside the platform's ecosystem.
Why work with a CRO expert or consultant?
Grow revenue without increasing ad spend
CRO improves key pages and user journeys so the same traffic produces more conversions. That means higher revenue without a bigger ad budget.
Reduce cart abandonment
Experts analyze where and why customers drop off, then apply targeted fixes such as a simpler checkout, clearer messaging or exit-intent offers to keep buyers on track.
Improve UX and retention
A smooth, intuitive experience is not only good for conversions: it keeps customers coming back. CRO consultants use data and behavioral analysis to improve navigation, layout and overall usability.
See real ROI from experiments
Through structured A/B tests and personalization, CRO experts deliver measurable wins such as higher average order value, lower bounce rates and stronger customer loyalty.
How to choose the right CRO expert for your Shopify store
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Prioritize ecommerce and Shopify experience.
Not all CRO experts are equal. Look for a strong track record with ecommerce and, ideally, Shopify projects. Ask about the types of stores they have worked with, the results they delivered (for example, uplift in conversion rate or lower bounce rate), and how familiar they are with Shopify themes, apps and checkout. A consultant who already understands ecommerce problems moves faster and avoids common mistakes.
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Understand their experimentation process.
A reliable CRO expert follows a structured, data-driven method: start with data analysis (analytics, heatmaps, user behavior), define hypotheses based on user friction, run A/B tests or personalization campaigns, and keep learning and iterating. Avoid consultants who rely on guesswork or generic "best practices." Ask to see their CRO framework or a past testing roadmap.
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Ask about tools and tactics.
Ask which platforms they use for heatmaps and session recordings (for example Hotjar or Microsoft Clarity), A/B testing (for example Omniconvert Explore), surveys and feedback collection, and funnel and behavioral analytics. If a proposal still mentions Google Optimize, ask what replaced it: Google shut it down in September 2023. The answers show how hands-on and strategic they are.
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Evaluate communication and reporting.
CRO is collaborative. Your expert should explain insights in plain terms and give regular updates. Ask how often they will report results, which KPIs or benchmarks they track, and whether you will receive test summaries and recommendations. Look for someone who does not just "do the work" but also teaches and aligns with your team.
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Consider value over price.
CRO is an investment, not only an expense. Rates vary, but the real value is the incremental revenue a CRO expert can unlock. A more experienced consultant may charge more up front, yet a lasting lift in conversion rate on a store with steady traffic can pay for the fee quickly. Focus on long-term return rather than short-term cost.
Want to learn from practitioners before you hire? Read lessons from CRO experts or browse our list of CRO resources.
Frequently Asked Questions
This list covers 20 experts in four groups. For customer value and conversion psychology: Valentin Radu, Brian Massey and Talia Wolf. For experimentation programs: Ronny Kohavi, Kelly Wortham, Ruben de Boer, Carlos Trujillo, Amrdeep Athwal and Ole Gregersen. For analytics and measurement: Chris Mercer, Fosca Fimiani and Nicolai Høg. For Shopify CRO: Mechelle Carpio, Vishal Goswami, Paddy McLarnon, Connor Shelefontiuk, Svapnil Kambale, Daniel Chabert, Danny Guevara and Fabian Engeln.
A CRO expert finds out why visitors do not buy and tests changes that fix it. The work usually covers analytics review, heatmaps and session recordings, user research and surveys, hypothesis writing, A/B testing and reporting. The goal is to turn more of your existing traffic into customers.
An independent consultant suits stores that need senior strategy, an audit or coaching for an in-house team. An agency suits stores that want research, design, development and testing done for them on a steady schedule. Many Shopify brands start with an audit from a consultant and move to an agency or an in-house program once testing becomes continuous.
Look for proven ecommerce and Shopify experience, a structured experimentation process that starts with data, clear tools for research and testing, regular and plain-language reporting, and pricing you can judge against the revenue the work can unlock.
It usually is when your store has steady traffic and your conversion rate is holding back growth. CRO gets more revenue from the traffic you already pay for, so its results add up over time instead of stopping when ad spend stops. For very small stores with little traffic, fixing basic usability and offer problems first is often a better use of budget.
Most CRO experts combine web analytics, heatmaps and session recordings (for example Hotjar or Microsoft Clarity), on-site surveys, and an A/B testing platform such as Omniconvert Explore. Google Optimize is no longer an option: Google shut it down in September 2023.
Research and a first audit typically take a few weeks, and each A/B test needs to run long enough to reach a reliable result, usually at least one to two full business cycles. Quick fixes can show results sooner, but a CRO program pays off through a steady series of tests over months.
Yes. Several experts on this list teach, including Ronny Kohavi on Maven, Ruben de Boer through Conversion Ideas and Carlos Trujillo at CXL. Pairing a course with an experimentation platform lets you run your own tests. Many teams learn the basics in-house and bring in an expert for audits or harder problems.
The right CRO expert depends on what your store needs: a strategist to build a testing culture, a psychologist to sharpen your message, an analyst to fix your data, or a Shopify specialist to rebuild the pages that leak revenue. Use the list to find people whose focus matches your problem, and the checklist to test whether their process, tools and reporting fit your team. Whoever you choose, insist that ideas are proven with experiments before they are rolled out.
Test every CRO idea before you roll it out
Omniconvert Explore lets you and your CRO partner run A/B and multivariate tests, personalize by segment and survey visitors on site. Built on 70,000+ experiments across 7,000+ websites, with a 23.2% average uplift.