#CH2025: Marcella Sullivan
Biography
The Jungle of Science vs CRO. This talk explores the contrast between the idealized scientific experimentation and the messy, pragmatic reality of conversion rate optimization in business. It emphasizes balancing scientific rigor with commercial realities, acknowledging that successful CRO requires perseverance and adapting to imperfect conditions rather than expecting perfect experiments. Please meet one of the keynote competition winners of #CH2025:
Marcella Sullivan – She specialises in applying a scientific approach to conversion rate optimization (CRO) and digital experimentation after achieving a first-class Psychology degree and Business diploma. Before becoming a full-time CRO she conducted research into gender stereotypes within marketing and their impact on purchase intent. She began her academic career studying law, and while it gave her a foundation for effective research, she began working on website audits and realised a keen interest in how she could merge her interest in psychology with CRO. This is what led her to the field of study and research, leaving her with a continued interest in merging psychology with UX, CRO and experimentation.
Outside of her academic and professional pursuits, she is currently a board member for Women in Experimentation, her main aim is to increase female experimenters’ visibility in the industry and to support the community’s future efforts by finding sponsors for WiE.
Marcella won this keynote spot by applying for the keynote speaker competition when she signed up as a #CH2025 attendee. Marcella recorded her pitch video, and was selected as one of the 4 winners of a main stage slot. Towards the conference, Marcella will be coached by Michael Aagaard to tweak the storytelling and delivery of this talk.
Enjoy Marcella on stage at #CH2025, and Marcella: thank you for applying!
Ton Wesseling
Founder & host of The Conference known as Conversion Hotel