Marcella is a London-based Strategy Consultant at Creative CX and also Convert’s In-House CRO Expert. She specializes in applying a scientific approach to conversion rate optimization and digital experimentation after achieving a first-class Psychology degree and Business diploma. Outside her academic and professional pursuits, she is currently a board member for Women in Experimentation, where she aims to increase female experimenters' visibility in the industry and support the community's future efforts by finding sponsors.
A Candid Conversation with Marcella Sullivan “The hallmark of originality is rejecting the default and exploring whether a better option exists. (…) The starting point is curiosity: pondering why the default exists in the first place. We’re driven to question defaults when we experience vuja de, the opposite of...
Experimentation is a journey: equal parts thrilling, humbling, and unpredictable. Behind every successful test is a story of ingenuity and collaboration. Behind every misstep is a lesson learned the hard way. And behind it all are the people who dedicate themselves to improving, optimising, and moving things forward. As...
In experimentation, data is often seen as the key to success: collect enough of it, run enough tests, and you’ll find the answers you’re looking for. While this is certainly important, this view overlooks the real differentiator: mental models. These frameworks shape how leading CROs think, make decisions, and...
On the 19th of June, I had the opportunity to attend a conference I have only heard great things about, Growth Marketing Summit (or Growth Minded Superheroes!). Not only was this my first time at the conference but also my first time in Frankfurt. With the Euros in Germany,...
A/B testing has rightfully earned its place as the gold standard for validating ideas and driving optimization. Nothing is more trustworthy (well, meta-analyses of trustworthy experiments are right up there) than adequately powered A/B tests, run from a balanced backlog, and rigorously checked for perverse incentives. But what happens...
