---
title: "Experimentation & CRO"
url: https://www.ruimeira.com/expertise/experimentation-cro/
canonical: https://www.ruimeira.com/expertise/experimentation-cro/
author: Rui Costa Meira
updated: 2026-10-01
changelog:
  - { date: 2026-10-01, note: "Drafted from CV_RuiCostaMeira-260921.pdf" }
---

# Experimentation & CRO

> Rui Costa Meira's experimentation and conversion rate optimisation work, from CRO operating procedures to server-side tests, with VWO, Statsig and Optimizely.

Testing works when it is a process, not a one-off. At Kwanko and Blexr that meant turning ad-hoc tests into standard operating procedures; at MyForce and PVH it means targeted tests on the funnel steps that matter most.

## Tools

VWO, Statsig, Optimizely, Google Optimize, Microsoft Clarity, GA4

## Related work

- https://www.ruimeira.com/work/pvh/
- https://www.ruimeira.com/work/myforce/
- https://www.ruimeira.com/work/blexr/
- https://www.ruimeira.com/work/kwanko/

## FAQ

### Which experimentation tools has Rui Costa Meira used?

VWO, Statsig, Optimizely and Google Optimize, with heatmapping and GA4 funnels for analysis.

### What results has his CRO work delivered?

At MyForce, journey analysis, heatmapping and structured A/B tests on the checkout funnel lifted mobile conversion by 20–25%.

### Does he run server-side experiments?

Yes. At PVH he supports the CX team with a server-side experiment beyond what client-side injection could deliver.