Nils KoppelmannExperimentation Program Advisor
Independent advisor, based in Malta and working with in-house teams globally.
What I do:
I help established in-house teams build stronger experimentation programs. That means improving the strategy, measurement standards, decision frameworks and operating discipline behind the tests—not becoming an outsourced CRO team that runs the backlog for them.
Experience / credibility:
- Worked across more than 1,500 experiments and 50+ brands
- Hands-on experience across strategy, test design, measurement, tooling and organizational development
- Experience helping in-house teams turn inconsistent practices into an operating system they can own
I do not measure the value of this work by how many experiments I produce. I care about whether the internal team becomes better at choosing problems, designing decisions and explaining evidence.
Selected outcomes:
- PKW.de
- Built PKW.de’s experimentation program, delivering conversion-rate uplifts across the customer journey and embedding a testing culture the team continues to strengthen.
- ahead Nutrition
- Built and ran ahead Nutrition’s CRO and experimentation program as an agency partner, then handed ownership to the internal team.
- Rosental Organics
- Increased experimentation velocity from 30 to approximately 100 experiments per year, strengthened research, operationalized core workflows and aligned the program with the business north star.
- ESN / More Nutrition
- Evaluated and integrated the experimentation stack for ESN and More Nutrition, creating the technical foundation for ongoing testing.
- Sonova
- Led Sonova’s global CRO program as interim Experimentation Lead, providing direction and continuity across markets.
- GoldSilberShop.de
- Built the tooling and implementation foundation for GoldSilberShop.de’s ongoing experimentation program, supporting priority experiments through delivery.
- MySports
- Combined CRO audits, experimentation and conversion-focused redesigns to turn findings into concrete customer-journey improvements.
- KPT.ch
- Built and operationalized KPT’s organization-wide experimentation program, combining A/B testing with usability research and qualitative analytics whose insights now support multiple departments.
- DEFSHOP
- Built DEFSHOP’s CRO and experimentation program, from tooling evaluation and selection through to ongoing program operations.
Who I work best with:
Experimentation, CRO, growth and product leaders who already have an internal owner and some ability to execute tests, but need stronger program-level judgment and operating consistency.
- You have a named internal owner for experimentation
- Your team already runs experiments or is preparing to build a serious program
- Execution exists, but standards and operating discipline are inconsistent
- Leadership expects more business relevance from experimentation
- You want to build internal capability rather than outsource responsibility
My point of view:
Running experiments has become easier. Modern tools and AI can help a team produce ideas, analyses and implementations faster than before.
The harder questions remain: Are we testing the right problems? Do our metrics answer the decision? What evidence is strong enough to act on? How does this connect to business priorities?
There is no maturity model or template that solves those questions by itself. Teams need explicit standards, useful rituals and enough practice applying them to develop sound judgment. That is what I help build.
The advisory offer:
Experimentation Program Advisory is a focused partnership for teams that want to strengthen how their program makes decisions—not hand the program to an outside operator. The work is applied directly to your current strategy, experiments and organizational constraints.
- Build — 90-day intensive
- We diagnose the current program and install the foundations the team needs to operate with greater consistency and independence. Your team leaves with an operating system it has already started using—not a theoretical maturity report.
- Embed — Applied advisory
- The internal owner applies the system. I provide structured external challenge, review difficult decisions and help prevent old habits from returning. The team develops its own judgment while still having access to experienced external calibration.
Most teams begin with the 90-day Build engagement. Teams with mature foundations may move directly into Embed after an initial diagnostic. In both cases, support reduces as the internal team’s capability grows.
Lighter ongoing calibration is available for mature teams after the initial engagement.
What this is not:
- Running the entire experimentation backlog
- Producing a fixed number of tests
- Daily project management
- Routine implementation and QA
- Acting as the permanent Head of Experimentation
What people say:
Besides uplifts in conversion rates at various points of the customer journey, the project helped implement an experimentation culture in our company, which we continue to strengthen across the entire team to this day.
Very strong communication, very proactive, and you can clearly see the structured, well-thought-out approach as well as the solid expertise. Rarely experienced: a team genuinely willing to go the extra mile at any time.
Thanks to the structured approach and clear action plan, it was easy for us to implement the CRO measures after the audit.
Working with Nils is highly enjoyable. His professional, personable and precise approach creates significant value. We exchange ideas as equals, challenge them and develop them further. In a short time, this helped me take my CRO knowledge to a higher level.
September advisory openings:
I currently have 2 advisory spots available for engagements starting in September.
I work with no more than seven companies at a time. Book an advisory call, and we’ll assess whether the engagement fits your program.