Conversion Rate Optimisation (CRO) is simply about helping more of the people already visiting a website take the next useful step, whether that is making an enquiry, completing a booking, buying something or finding the information they need without getting stuck.
You do not need to know that you need CRO before getting in touch. Often the starting point is much simpler: a page gets traffic but not enough enquiries, customers abandon part of a journey, an important action is difficult to find, or a team has an improvement idea but no reliable way to know whether it will actually help.
My role is to turn those problems and ideas into practical changes that can be built and, where appropriate, tested. The aim is not to chase tiny percentage points for the sake of a dashboard, but to make the experience clearer and easier to use while learning what genuinely works for customers.
How I help improve conversion
I support the development side of experimentation from early technical exploration through to implementation and QA, helping turn an idea into something that can be confidently tested.
Experiment Development
- Developing A/B and multivariate test experiences
- Translating hypotheses and designs into working experiments
- Building component, page and journey-level changes
- Working within existing websites and technical constraints
- Supporting experimentation across desktop and mobile experiences
Technical Scoping
- Assessing the feasibility of proposed experiments
- Identifying technical dependencies and limitations early
- Exploring different approaches before development begins
- Understanding existing site behaviour and functionality
- Helping shape ideas into something practical and testable
QA & Validation
- Testing experiments across browsers and devices
- Validating different experiment variations and scenarios
- Checking responsive behaviour and interaction states
- Identifying edge cases before an experiment goes live
- Ensuring the finished experience matches the intended solution
Experimentation Platforms
I’m comfortable working within established experimentation environments and integrating changes into existing websites rather than requiring an experience to be rebuilt from scratch.