Chris Goward
Chris Goward has shaped how many conversion optimizers think about hypotheses, prioritization and evidence based marketing. He built and exited Widerfunnel, wrote You Should Test That and introduced the LIFT Model, one of the most widely referenced frameworks for evaluating digital experiences and generating A/B test hypotheses. His strength is in treating CRO as a management system for better decisions, where research, strategy and testing are used to reduce uncertainty and improve business performance.