Oliver Palmer

Conversion rate optimisation consultant

I can help you build or scale your optimisation program and embed the discipline of data-driven experimentation

Portrait of Oliver Palmer

Photo: Nabeel Khan

I ran my first A/B test back in 2008 while contracting to a London law firm. They were spending upwards of £100 per click on PPC to recruit plaintiffs in class action suits for people with Mesothelioma (that's asbestos cancer to you and me).

Google Website Optimizer was a new thing and, with some curiosity, I discovered with a handful of experiments and a few false starts, I was able to halve their cost of 'customer' acquisition. That same £100 click was now getting them twice the number of conversions as before.

I was hooked.

Over the next few years, I worked in various eCommerce roles from doing site merchandising at Amazon to managing the online arm of a cult magazine retailer in Melbourne. I kept learning about A/B testing and analytics and optimisation and launched lots of experiments and made all the classic mistakes along the way.

In 2013, I was hired by Britain's first 4G telco to build an internal Optimisation team. Not only did I have to run experiments, I also had to navigate the cultural and evangelical hurdles of building buy-in and acceptance and creating a culture of optimisation.

I subsequently began working with The Telegraph (one of the oldest broadsheet newspapers in the UK) where I was charged with building out an optimisation function. Beyond optimising for subscriptions and increasing advertising revenue, I worked at empowering and evangelising to the various business units to use experimentation to their competitive advantage.

We tested the impact of the masthead's new typeface (it didn't have any impact), experimenting with deliberately slowing down the site to measure the impact of AdTech bloat and helped the travel team find the most profitable affiliate partners for hotel bookings.


For the last few years, in addition to working as an experimentation practioner I have also worked as a consultant and coach to help enterprise businesses become more adept at running business experiments at scale.

Clients include Kmart Australia, JB HiFI, Nissan and Australian Super.

More about consulting.


Being naurally opinionated and having spent years in the trenches have given my countless stories, anecdotes and observations about enterprise scale experimentation, MarTech and building a culture of optimisation. I've spoken at conferences like Conversion Conference, MeasureCamp and eCommerce World.

Fees are dependent on travel, audience and level of preparation needed. Get in touch to discuss.


I occasionally appear on podcasts and have included a handful of recent appearances below. Give me a shout if you'd like me to show up on yours.

Connect with me