Your customers already
know what they want.
The question is whether your marketing is built around how they actually make decisions — or how you think they do.
I'm Atticus Li. I combine behavioral economics, CRO, and rigorous experimentation to find the revenue levers your competitors are guessing at. $30M+ in verified impact.
What Changes
Most marketing optimization stops at the surface. You find a winning headline, move on. What you don't find out is why it won — which means you can't replicate it, can't scale it, and can't predict the next one.
Behavioral science changes that. When you understand the cognitive mechanisms behind conversion — loss aversion, social proof, choice architecture, friction effects — you stop guessing and start engineering. Each test teaches you something permanent about your customer's decision-making, not just whether button A beat button B.
The outcome: an experimentation program that compounds. Every result feeds the next hypothesis. Your marketing gets smarter each quarter — not just bigger.
Three Disciplines. One System.
Behavioral Economics & Science
Loss aversion, scarcity, social proof, anchoring, choice architecture — these aren't marketing buzzwords. They're documented cognitive mechanisms that drive purchase decisions. I apply the research to find which levers move your specific customers, then test to confirm it's actually working.
CRO & Revenue Optimization
Conversion rate optimization done right isn't about button colors. It's about identifying where your funnel leaks, why it leaks, and what the fix is worth in dollars. Every optimization I run connects to a revenue number — not a click-through rate, not an engagement score.
A/B Testing & Experimentation
I build experimentation programs that prove causality, not correlation. A/B tests, geo-targeted holdouts, incrementality studies — designed with statistical rigor so you can trust the results and act on them with confidence. No false positives. No "we think it worked."
What I Build With
Experimentation
Marketing Analytics
Behavioral Analytics
Data Science
Personalization & CDP
AI & Automation
The Evidence
As Applied Experimentation Lead at NRG Energy (Fortune 150), I built the experimentation infrastructure from scratch — designing the testing frameworks, attribution models, and reporting systems that now sit behind the marketing org. $30M+ in verified revenue impact.
Before that, I led growth analytics at Silicon Valley Bank (Fortune 500), building the attribution systems that helped the startup banking division scale its pipeline past $1B. And I bootstrapped Jobsolv to 30K+ users with zero paid spend — applying the same behavioral science and experimentation principles that Fortune 150 companies spend millions to implement.
I also run Lean Experiments, a weekly newsletter on behavioral science, A/B testing, and revenue optimization — applied research practitioners can use Monday morning.
How I Think
Psychology before tactics
Before you test anything, you need a hypothesis grounded in how humans actually make decisions. Behavioral economics gives you that foundation. Random tests give you random results.
Revenue over vanity
Click-through rates and engagement scores are not success metrics. Revenue is a success metric. Every experiment connects to the P&L — or we're measuring the wrong thing.
Systems over campaigns
A single winning test is a lucky break. A systematic experimentation program is a compounding asset. I build the infrastructure so your marketing gets smarter every quarter.
Proof over persuasion
I don't care who's most senior in the room. I care about what the data says. If you can't prove it worked — with a controlled test, not a before/after comparison — you don't know if it worked. The standard is high on purpose.
Core Competencies
Three Ways In
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Lean Experiments: weekly frameworks on behavioral science, A/B testing, and revenue optimization. Applied research you can use Monday morning. Free.
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Free 1:1 sessions on ADPList for growth practitioners, analysts, and early-stage founders. Bring a specific problem — experimentation design, CRO strategy, behavioral frameworks. Leave with a clear next step.
Book a session (opens in new tab)See the Work
Case studies, methodology, and real results — how behavioral science and rigorous testing translate into revenue numbers at scale. No sanitized summaries. Real campaigns, real data.
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Revenue Frameworks
for Growth Leaders
Every week: one experiment, one framework, one insight to make your marketing more evidence-based and your revenue more predictable.