Experiment The
Right Way

Stop guessing and know what works. Be confident in which ideas drive growth, cut dead ends, and make every dollar count with evidence-backed decisions.

Start testing right

For Teams Tired of Guessing

I work with ambitious SaaS, e-commerce, and digital product teams ready to scale — but missing the in-house experimentation or CRO expertise to do it right.

Brands I’ve helped

Modestly caught on camera, hanging out with my awards.

Results Delivered

Generated $110M+ in sales and savings through experimentation at companies like Loblaw and Autodesk.
Established Growth, Experimentation, SEO, ASO, and Landing Page Optimization programs that delivered double-digit conversion lifts and increased traffic for several companies.
Kicked off an in-house server-side A/B testing platform at an adtech company to help optimize yield.
Drove growth that contributed to the successful acquisition of 500px.

Let's Discuss the Results you want to see

Our Services

1. Testing Audit and Strategy

Experience Audit: A deep dive into your site’s user experience, analytics, and funnel performance.
Process Audit: Assessment of your experimentation, analytics, and decision-making workflows.
Experiment Design: Prioritization, structuring, and design of experiments that answer real business questions.
Results Analysis: Beyond simple winner/loser results, deeper insights surfaced to drive decisions.

2. Team Enablement and Leadership

Coaching: Training and mentoring for product and marketing teams to think like optimizers.
Fractional Leadership: Executive-level guidance to lead your experimentation or growth function.

3. Research and strategy

Subscription Pricing Research
Use data-driven customer choice testing to reveal which features people truly value, how much they’re willing to pay, and the pricing structure that maximizes revenue.
ICP/Persona Research: Define who you’re targeting and why, with clear segments and decision drivers you can use immediately.

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About Experiment Nation Consulting

Award-Winning Experimentation & Growth ExpertISE

Hi!

Founded by Rommil Santiago, Experiment Nation Consulting helps organizations accelerate growth (or turn things around) through experimentation and data-driven decisions.

Backed by over 15 years of experience and more than $110M in proven business impact, Rommil brings the expertise, strategic thinking, and leadership needed to help teams scale confident, evidence-based growth.

Awards and Recognition

CRO Wall of Fame (2025)

Included in Mouseflow’s 2025 CRO Wall of Fame, which features those who sparked conversations, inspired new ideas, and made the whole community think differently about optimization.
Experimentation Hall of Fame (2025)

The Kameleoon Experimentation Hall of Fame recognizes and honors pioneers and respected industry leaders who have shaped methodologies, inspired the industry, and built successful experimentation programs within their organizations.
Thought Leader in Product Experimentation (2023)

Kameleoon awards excellence in thought leadership on product-led growth, and product and feature experimentation.
Top CRO Podcast

Top 10% Most-Followed Podcasts on Spotify (2022)
Top A/B Testing Influencer (2021–2024)

Kameleoon conducts in-depth research each year to create a must-follow list of the minds shaping experimentation today.
Top CRO Newsletter (2022)

Named by Convert.com
Experimentation Culture Award - Community (2021)

The Experimentation Culture Awards recognize individuals, a team, or an organization that really helps the broader experimentation community move forward. Awarded for launching Experiment Nation.

Industry Contributions

Wrote a Bestseller

Author of Prove It or Lose It - An Amazon Canada bestseller on launching experimentation programs (2025)
Founded Experiment Nation

Experiment Nation is a global community of 11k+ CROs and experimenters to build shared knowledge (2019)
Established Experiment Nation’s CRO Certification

The Experiment Nation CRO Qualification Exam is an accessible way for CROs to demonstrate their knowledge and expertise in this field. The questions are crafted and maintained by a board of experts from around the world.
Launched LaunchBuddy

A Lightweight Pre/Post Impact Analyzer for Low Traffic Sites (2025)
Consulted for a Paper

Consulted as an industry expert for “Aligning Experimentation with Product Operations” (ResearchGate preprint, 2025)
Inclusive Conference

Launched Experiment Nation’s Annual Conference that seeks to CROs of every background and experience - to give every experimenter a voice. Committed to strong representation from minorities and women.
CRO Salary Report

For 5 years, Experiment Nation published a CRO Salary report to help Experimenters get paid fairly.
Launched BayesianBuddy

A non-naive Bayesian Calculator that can handle Binary and Continuous metrics. (2025)
Launched SignalFinder

Analyze open-ended survey questions, identifying mentioned themes and which themes frequently occur together. Also, compare responses from 2 groups to identify differences and similarities.

Some kind words

"Rommil is a spectacular partner on all things experimentation & growth for his partners in product, growth, & merchandising"

Stacey Feero
Director of Product Management, AgencyAnalytics

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"He doesn't accept status quo as an acceptable answer to why? and is constantly challenging his colleagues and teams to push for what makes sense, based on data."

Seanna Snider
Director, Media Strategy at Loblaw Companies Limited

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"Rommil is an all-star marketer with an amazing blend of brand and growth experience."

Sylvia Ng
CEO, ReturnBear

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"Rommil is the kind of growth leader you want on your team. Full stop. "

Shiva Manjunath
Co-Founder, From A to B

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"Rommil is one of those rare leaders who seamlessly balances strategic vision with hands-on execution."

Will Feng
Principle Conversion Optimization Lead, Constant Contact

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