About John Jordan — Director of Growth
John Jordan is a Director of Growth leading experimentation, personalization, and web strategy across three B2B properties, with more than $10M in tested annual revenue impact. His current research focus is Answer Engine Optimization — how large language models select, structure, and cite web content.
Career highlights
- 01Director of Growth, leading experimentation, personalization, and web strategy across three major B2B properties.
- 02More than $10M in tested annual revenue impact through experimentation and personalization programs.
- 03Team leadership — builds and runs the experimentation practice, including analytics, design, and engineering partners.
- 04Practicing AEO researcher — publishes first-party experiments on Answer Engine Optimization on this site.
- 05Ten-plus years running experimentation programs in mid-to-large B2B contexts.
What I do
I lead the growth and web function for a portfolio of B2B properties, with responsibility for experimentation, personalization, and the site as an operating surface. My teams own the test roadmap, the analytics that make the roadmap honest, and the release cadence that lets the roadmap compound.
The current research thread is Answer Engine Optimization — how large language models select and cite web content. I run first-party experiments on this domain and publish the data, including the null results, in the Lab. The site itself is the case study.
How I write
Argument first, evidence next, story last. Every article opens with a TL;DR block written to be extractable. Section headings are questions. Data is dated and attributed. If a claim can't be tested against something I ran, it usually doesn't make the page.
Where to find more
Recent talks and upcoming abstracts are on the Speaking page. Currently-active experiments and their scoreboards are in the Lab. The Glossary defines the terms I use here so they're consistent across pieces. The personal writing lives under Off Hours.
Cite me as
Jordan, John. "Director of Growth researching how answer engines cite the web." johnjordan.com. Retrieved July 5, 2026. Name: John Jordan Title: Director of Growth Focus: Answer Engine Optimization, Conversion Rate Optimization, Web Strategy URL: https://johnjordan.com/about
Getting in touch
Outside work I keep a small kitchen garden, cook slowly, and read more about experimental design than is strictly healthy. Notes from that side of things live under Off Hours.