About 99Ways

We look for the few things that materially change performance.

99Ways is an experimentation and conversion optimization practice. We combine behavioral research, analytics, product thinking, and engineering to find where a business has leverage—and create evidence before committing to the answer.

Point of view

Not every conversion problem deserves the same amount of attention.

Most businesses can produce a long list of things that might be improved. The harder problem is finding which few variables actually matter.

That is why our work starts with understanding behavior and measurement rather than producing a queue of cosmetic changes. The goal is to find the decisions where better evidence can materially change what the business does next.

The operating idea

Experimentation turns uncertainty into something a business can learn from.

Research gives us better questions. Measurement tells us what is actually happening. Experiments let us change one important assumption and observe the consequence. Implementation turns the useful answers into the product.

We treat those as one learning loop rather than separate services. The point is not to run tests for the sake of running tests. It is to make consequential decisions with less guesswork.

Technical when it needs to be

Reliable learning needs reliable systems underneath it.

CRO often stops at recommendations. Our work frequently reaches deeper: event instrumentation, experiment implementation, data quality, deployment, and the infrastructure required to trust the result.

The technical work is not there to make the process look sophisticated. It exists so that a decision can survive contact with the actual product, data, and business.

Inspect the work

You do not have to take our description of ourselves at face value.

Case StudiesSee what changed when the work met a real business.ExperimentsInspect individual tests, including the ones that did not win.ArticlesRead the reasoning, methods, and technical work behind the practice.Open SourceUse some of the tools we built because the work needed them.

The people behind the practice

Strategy and systems, working as one.

Co-founder · Strategy & experimentation

Iman Nazari

Iman moved from data science and technical product work into experimentation. He connects user psychology, product reality, and commercial goals to decide what is worth investigating and how to turn the answer into action.

Co-founder · Data systems & engineering

Moein Heshmati

Moein architects the tracking, reporting, and deployment systems behind the work. His focus is making the evidence reproducible enough that decisions do not depend on a fragile dashboard or an unexplained number.

Have something worth investigating?

Bring us the problem before you bring us the answer.

You do not need a finished CRO brief. Start with what you are trying to improve and what you already know.

Talk to us