I run Ontrack Digital, a CRO agency for premium Shopify brands that want their websites to perform at a higher level without losing the clarity, aesthetic integrity, and emotional feel that define their brand.

We’ve optimized and tested for brands across beauty, luxury, lifestyle, and wellness — including James Michelle, Wildbird, 47Skin, Lilacst, Aroma360, Hotel Collection, and others in the premium DTC space.

Our work combines behavior analysis, conversion psychology, and UX refinement with data-driven testing to improve conversion, AOV, and checkout completion, while protecting the brand’s voice and feel.

We focus on thoughtful, evidence-based improvements that help customers understand the brand faster, hesitate less, and buy more. 

If your brand has the quality but the numbers aren’t yet reflecting it, I’m always open to a conversation.

Andra Baragan

Top A/B Testing Influencer

I’m a senior product leader focused on improving decision quality in data-rich, high-ambiguity environments.

Over the last 15 years, I’ve designed, tested, and scaled digital experiences for global companies, driving real impact through experimentation, UX insight, and AI-enhanced strategy.

While at ConvertExperts and GuessTheTest, my work has reached 22,000+ marketers. I’ve
published peer-reviewed research, taught at Queen’s University, and built tools that improve
decision-making and conversion results.

Through multiple awards and industry accolades, I’ve become known for translating complex experimentation and analytics concepts into practical guidance that teams can actually use. This work includes setting experimentation strategy, reviewing tests for validity, helping teams interpret results responsibly, and building shared understanding across disciplines.

I care deeply about how evidence is generated and applied, particularly in environments where decisions have meaningful user and business impact.

I’m currently focused on senior, product-adjacent roles where I can influence experimentation systems, strategic decisions, and how evidence is applied at scale.

Deborah O'Malley

Feeling super grateful for the conversations, collaborations, and community that helped shape 2025. 🙏 💗

This year brought many meaningful moments, thanks to you, my fellow optimizers.

💡 Some highlights of this year include:

AWARDS
🩵 Receiving Mouseflow's CRO Wall of Fame Award
🩵 Achieving Kameleoon's Who's Who in Experimentation Award

TEACHING & TRAINING
💚 Delivering courses for the UX authority, Nielsen Norman Group
💚 Representing one of the world's top business schools, the Smith School of Business at Queen's University as an adjunct professor and workshop instructor
💚 Seeing my LinkedIn course on marketing analytics surpass +6,550 learners with a 4.7/5 star rating

CONFERENCE PRESENTATIONS
🧡 Presenting at the SMASH-HCM summit in Las Vegas alongside thoughtful marketers like Deborah Howard, JC Spears, and Bailey Beeken
🧡 Giving a workshop and speaker session at the ADworld Experience conference in Italy, after 5 years in the making, thanks to Gianpaolo Lorusso and his amazing team

WEBINARS:
🩷 Moderating talks for top experimenters like Andy Crestodina and Justin Rondeau for the Duda Super Conference with Anton Shulke
🩷 Connecting with the legendary Brian Massey of Conversion Sciences to talk AI and experimentation
🩷 Working with the creative Convert.com team to run panel sessions on AI and conversions with elite experimenters like Steph Le Prevost and Stephen Pavlovich
🩷 Being part of the Women In Experimentation summit with some of the smartest speakers in the community, including Trina Moitra, Lucia van den Brink ✨️, Daphne Tideman, and Marcella Sullivan
🩷 Getting to be part of the Optimizely Test + Learn Summit with the brilliant Britt Hall
🩷 Speaking on Patrick Whalen's enlightening entrepreneur podcast

CONSULTING WORK
💜 Working with amazing clients, perfect partners, and awesome people, including Nelio Contrera, Farhan Hussain, Todd Gamber, Allan K., Tanner Kohler, Steve Klein, Anne Holland, just to name a few

ARTICLE & BLOGS
💛 Contributing to the FigPii CRO survey report with Reza J.
💛 Writing dozens of spicy LinkedIn posts
💛 Publishing mounds of A/B test case studies on GuessTheTest and being selected by Feedspot as one of the top 25 CRO blogs
💛 Contributing to several articles on the Kameleoon blog site
💛 Releasing a powerful AI meta analysis tool with help from Shawn David 
💛 Developing a helpful AI-experimentation tools directory list 

Across all this work, one theme keeps resurfacing: #UX and #CRO work best when they’re not treated as separate disciplines.

In 2026, my focus is on continuing to help bridge the UX and CRO worlds. 🌎 ↔️ 🌏  

I plan to blend experimentation with user understanding and pair behavioral data with human insight. I already have some exciting work underway, including a course release in this space. More soon. . .

A big thank you to everyone who made 2025 such a meaningful year. ✨ Looking forward to sharing in the successes of 2026 with you. 💎 💝

Strategic Experimentation & CRO Leader | UX + AI for Scalable Growth | Helping Global Brands Design Ethical, Data-Driven Experiences

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