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Craig Sullivan
Founder & President at California Lodging Investment Conference
Craig Sullivan is a highly experienced professional in the field of user experience (UX), conversion optimization, and analytics. As the Optimiser in Chief at Optimal Visit from January 2013 to June 2016, he focused on helping companies increase conversion rates and improve the user experience of their multi-channel and multi-platform businesses.1
Career Highlights
Expertise and Impact:: Craig has over 20 years of experience in User Centred Design, UX Research, and Analytics.1 During his time at Optimal Visit, he claims to have driven over 400 million in additional revenue for the companies he assisted. His work involved leading Conversion Optimisation, UX strategy, and Analytics programmes for global brands across 19 languages and 33 countries.1
Speaking Engagements:: Sullivan has been a speaker at various industry events, including Econsultancy, Conversion Conference, eMetrics, Etail, Drapers, and Internet World. He is also active on Twitter under the handle @OptimiseOrDie, where he shares useful material related to his field.1
Previous Roles:: Before Optimal Visit, Craig held several notable positions:
- Group Customer Experience Manager at Belron International Ltd. (April 2009 - April 2012)
- Product Manager - Digital and Usability at Lovefilm International (June 2004 - August 2008)
- Usability and E-Commerce consultant at John Lewis Partnership (June 1997 - July 2003)1
Skills and Expertise
Craig Sullivan's areas of expertise include:
- Customer experience
- Conversion rate optimisation
- A/B and Multivariate testing
- Search marketing
- Group analytics platforms
- Agile methodologies
- User Centred Design and UX research
- Product Management1
Throughout his career, Craig has demonstrated a strong focus on improving customer experience, optimizing conversion rates, and leveraging data-driven insights to drive business growth across various industries and platforms.
Highlights
Want to get paid to chat about AB Testing?
As part of a piece of research, I'm on a mission to find out more about your AB toolkit usage. Your experiences - both good and bad - are vital to figuring out how we improve these tools.
Why your input matters:
- Your insights and expertise are way more interesting than any sales pitch
- Your problems today could drive new solutions tomorrow
I'm seeking people who are involved in running AB tests or managing teams running tests. You could be in-house, agency or freelance.
As a token of our appreciation, we are offering a £150 / 180€ / $200 Amazon voucher for a 1 hour chat about testing.
Ready to help us figure out the answers? There's a link to register your interest in the comments.
Please help me with your feedback - use the form or message me directly and Thank you!
#UserExperience #UXResearch #ConversionRateOptimization #CRO #ABTesting #Experimentation #UserResearch #UserInterviews #CustomerInsights #ProductDesign #DigitalStrategy #ResearchMethods #DataDrivenDesign #UsabilityTesting #CustomerExperience #UXStrategy #DesignResearch #UserTesting #uxr
Office Hours -> Meet "Experiment Hour"
What's the best workshop we've ever run for product & experimentation teams?
A format that gets superb feedback, fast results and changes the way that people work, irrevocably?
Just 90 minutes chatting about your AB tests - asking good questions, looking at the research and data, asking more questions. We can then offer our advice, suggestions and potential improvements.
It sounds obvious, but why does it work so well?
- Sharing real work is way better than 'training' people - because you can give advice within the context of a particular experiment or series of tests
- Everyone on the team and wider company gets to hear the advice or solutions for other teams, so everyone learns something useful
- Having a live Q&A around a particular experiment, with a range of experts, leads to improved ideas, process, statistics or experiment designs
- There's at least one 'teachable moment' for every test we discuss - where a key concept or critical insight needs to be shared.
Since the feedback was so good, we started thinking about how we would do this with a live audience in public.
Why not have a group of experts look over tests, ideas and important questions around experimentation - and share the 'teachable moments' with a bigger audience?
So this is why Experiment Hour was started. To use discussion of experiments to fuel sharing of good knowledge.
Our first episode is already in the works and will be announced shortly. Each month, we'll tackle a particular theme or area of experimentation.
We need your tests! If you've got a test and would like a session with top testing experts on what to do next, let me know.
Our first episode is going to be all about Landing Page Experiments, so if you have any experiments or questions, get in touch!

