Dave Powell is a seasoned CRO practitioner with over 15 years of experience helping global brands like TomTom, Webfleet, Loop Earplugs, and Wickey turn customer insights into measurable growth. At his core, Dave believes conversion isn’t about selling—it’s about solving. His approach combines deep consumer psychology, experimentation design, and behavioural research to uncover what truly drives user action. Currently advising on conversion strategy at Wickey,com, Dave has been instrumental in redefining how the company makes decisions—transforming intuition-led choices into data-backed insights. His latest work, a 400+ participant study to validate Wickey’s go-to-market strategy in the United States. The research uncovered the right price points, feature preferences, and competitive advantages that informed the brand’s U.S. product lineup for the next season. With a passion for both optimisation and human behavior, Dave speaks on topics like building experimentation cultures, using research to validate market fit, and how pre-validation through CRO frameworks can de-risk product expansion. When he’s not testing digital experiences, Dave's testing something else entirely—his own physiology. A self-proclaimed optimiser beyond work, he’s experimented with fitness and nutrition to achieve metabolic health, believing that the best CROs test everything—including themselves.