I’ve spent 15 years in ecommerce — first agency-side building ecom apps and websites, then in-house DTC roles from 2016 to today. AOV Lab is the playbook I’ve used to multiply digital revenue at each of my last two companies, and I use it every day, in partnership with business stakeholders and technical teams.
The playbook is simple: methodical A/B testing across the major page types is the proven way to move metrics over time.
And it works because the math is on your side. Small wins compound. Pick any metric — conversion rate, AOV, revenue-per-visitor, subscription revenue, retention — and the arithmetic is the easy part. The hard part is finding the twenty winning tests. That’s the job: finding the opportunities most likely to win, running the tests, and banking the wins.
Not every test produces a winner — most won’t. But even a losing test earns its keep, because it surfaces ideas and insights that otherwise stay hidden. Over enough quarter-turns of the wrench, the wins add up.
A chief revenue officer I once reported to called me a “unicorn.” That’s kind, but I think I’m just a practical person who can do the math and is willing to set a big goal, then chip away at it methodically until it’s done.
That’s why I built AOV Lab: a research hub that cuts through the noise to find the signal — the handful of A/B tests most likely to move your numbers.
For your brand, that means a ranked set of tests, before/after mockups, and an evidence-backed estimate of the lift each one could drive. The thinking is free, because ultimately it’s just math. What you do with it is up to you.
Happy testing — now go bank those wins.