About me

Deborah is the founder of GuessTheTest, a gamified A/B testing case study site, and CEO of Convert Experts, a CRO consultancy. She holds a Master of Science degree and specializes in eye tracking. Deborah lectures on product analytics at Queen’s University and has authored six peer-reviewed journal articles.

Q&A

Can you share one experiment you’re really proud of—and what you learned from it?

“One of my proudest experiments wasn’t flashy, it was deceptively simple. I tested a simple copy change in a CTA button for a B2B SaaS client. Instead of “Get a Dem," I tried "Start Free Trial.”

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That minor tweak led to a 6.3% lift in signups, and more importantly, a strong bump in qualified leads. The big takeaway? Experiments don’t have to be complex or strategic. Sometimes, small changes can truly create big conversion gains.

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This experiment surfaced a deeper behavioral insight: match friction level with commitment level. In this case, the audience wasn’t ready to commit to a demo. They wanted proof, not pressure.

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The result was a reminder that empathy fuels results and that language is a powerful precursor for intention. Experiments like this reinforce why I believe A/B testing is part art and part science.

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It’s about asking the right questions and always staying curious about the “why” behind behavior.”

What’s one thing your team has changed about how it runs experiments in the past 6 months—and why?

“In the past 6 months, I’ve fundamentally changed how I support clients by integrating AI into my workflow, especially through a meta-analysis tool and an AI-driven chatbot available on GuessTheTest.

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Instead of relying just on analytics and other data sources, I can now instantly surface predictive pattern-based insights from hundreds of A/B tests across industries.

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These insights help structure hypotheses and guide test prioritization, resulting in less guesswork and a more grounded strategy.

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I'm not replacing human creativity or a data-driven process, just augmenting it with intelligence that scales.”

How did you first get into testing ideas with experiments? What made you try it out?

“I unknowingly ran my first eye-tracking experiment when I was 8 years old. Far from statistically significant or scientifically valid, that early curiosity took a long, winding path. It eventually led me to pursue a Master of Science degree, where I specialized in using eye-tracking technology to study attention and ad engagement.

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That academic foundation brought me into UX research, and later into the world of CRO and A/B testing, where I found my true milieu.

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I love being able to blend data with creativity, and intuition with insight.

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I started by reporting on A/B test case studies and analyzing industry trends. Over time, I moved from theory to practice, applying what I’d learned to real-world client challenges. The result has become a merging of meaningful, measurable lifts in conversion, and a deep sense of satisfaction in helping teams make smarter, evidence-backed decisions that raise revenue.”