Most CRO agencies talk a big game. We’ve actually done it.

I’m Craig Kistler — Founder of Strategy & Design Co. and the current Senior Director of Personalization & Experimentation at one of the largest jewelry retailers in North America. Last year, my team drove over $45 million in incremental revenue through intent-based personalization and A/B testing. This year, we’re on track to beat that.

I lead a 16-person team of strategists, analysts, and developers across multiple brands — and we don’t just run tests. We’ve built a repeatable system that prioritizes ideas based on business value and customer impact. No fluff. No shortcuts. And no hiding behind “best practices” that never actually deliver.

Strategy & Design Co. is my way of helping more companies cut through the noise. Because the CRO space is saturated with vendors promising sky-high uplifts, but most of them are just dressing up guesses. I want to bring clarity, honesty, and real-world experience to the brands that need it most.

What We Help With

• Conversion Rate Optimization (CRO): Identify friction, fix the right problems, and create lift that lasts.
• Personalization Strategy: Deliver smarter experiences using what your visitors show you — not what a vendor tells you.
• Experimentation Programs: Build the infrastructure, mindset, and roadmap to launch tests that matter and scale what works.

Why It Works

We’ve built a system that does more than guess and hope.

At Strategy & Design Co., you get:

• A data-driven approach that tests every idea — no matter who it comes from.
• Brutal clarity on what’s working (and what’s not).
• A partner who’s been in the room, fought the battles, and knows how to get results without the hype.

We work with lean teams who need to move fast, think clearly, and prove value — without spinning in circles.

If you’re ready to stop chasing trends and start building a program that works, let’s talk.