Does this sound familiar?

Sometimes another framework just wont do and what you need instead is someone who's seen this before.

After nearly a decade working inside experimentation programs, from agency work and startups to enterprise organizations, I've learned that the biggest blockers rarely come from statistics or strategy.

They come from this concept where being a human is messy and the set dynamics within your team.

A bunch of very different individuals thrown together into one org, trying to build an experimentation culture. 

That's what these calls are for. To help you navigate and process everything that comes with this niche job.

This is for you if...

🐨 You're building, leading or growing an experimentation program in any shape of form.

🐨 You need honest advice from someone outside your company who's only agenda is to actually help you.

🐨 You're struggling to get stakeholder buy-in for your ideas.

🐨 You're unsure how to communicate experiment results.

🐨 Your testing program feels stuck.

🐨 You're trying to introduce customer research but don't know where to begin or how to make people in your org care about it.

🐨 Things have changed in your company and you need to navigate it all.

🐨 You just need someone who understands the weird reality of working in CRO.

Sometimes you need to talk to someone who has no agenda other than helping you think clearly. Someone who isn't in your team or isn't chatgpt.

Things we can work through together

Organizational challenges

📌 Building experimentation culture

📌Stakeholder management

📌 Executive buy-in

📌 Prioritization

📌 Working with developers and designers

📌 Scaling a testing program

📌 Navigating difficult organizational change

Customer research & Experiment Design + Strategy

🧪 Planning qualitative research

🧪 Interview moderation

🧪 Survey design

🧪 Synthesizing insights

🧪 Turning research into experiments

🧪 Making research persuasive inside your organization

🧪 Wireframing process and communicating your ideas visually

Career conversations

✨ Growing into an experimentation leadership role

✨ Agency vs in-house decisions

✨ Building confidence

✨ Managing difficult clients

✨ Avoiding burnout

✨ Talking through career moves

✨ Creating online content for CRO, research and experimentation

What makes these sessions different?

I'm not going to hand you a 47-page strategy document.

Instead, I'll help you untangle the problem you're wrestling with in real time.

Sometimes that's digging deep and identifying the real blocker.

Sometimes it's figuring out how to communicate an idea to leadership.

Sometimes it's deciding whether you're solving the wrong problem entirely.

And sometimes you simply need someone who understands why you're stressing over an experiment that nobody else in your company seems to care about.

About me

Hi, I'm Gerda.

I've spent the last 9 years working in conversion rate optimization and experimentation.

I started my career at CXL (now Speero), where I learned the foundations of customer research, experimentation, and evidence-based optimization.

In 2020, I co-founded Koalatative, a boutique CRO agency focused on helping organizations build better experimentation programs, customer research practices, and analytics foundations.

Alongside the agency work, I've been building Katsed - an experimentation analytics platform that helps teams plan experiments, analyze results, and better understand the business impact of their testing programs.

Across hundreds of experiments and countless client conversations, there are definite patterns that keep repeating. More strategy or more tech isn't necessarily the answer for a lot of teams, better skills on how to navigate the changes and relationships within their organizations is often the thing that ends up making a real difference in the growth of the company. And most often than not, you don't have anyone inside the company to talk to all about this honestly.

That's why I started offering these sessions.

When I'm not knee-deep into solving CRO problems, I'm usually out somewhere in nature doing nature things or hanging out with my two cats. I'm originally from Estonia 🇪🇪, but have been calling BC, Canada 🇨🇦 my new home for the past 5 years.

Things I've created in the CRO world

If you'd like to get a feel for how I think before working together, here are some of the things I've created over the years.

What's included

$200 USD investment for a 60-minute private advisory session.

Before the call, I'll send you a short intake survey to get a better grasp on what you're struggling with so we can hit the ground running on the call. 

During the session, we'll work through the problem together, and hopefully you'll leave with more clarity on your next moves.

Afterwards, I'll send you the recording of the call, a summary of the key takeaways, and any resources we discussed.