Help more visitors
take the next step.

Understand what gets between interest and action

Conversion rate optimisation means making it easier for the right visitors to complete a useful action. That might be an enquiry, a purchase, a booking or a successful self-service task. The objective should reflect the business, not simply increase a number in a dashboard.

As a CRO consultant, I help businesses understand where an existing website is underperforming. Visitors may hesitate because the proposition is unclear, abandon a difficult form or encounter a technical problem on mobile. Those situations need investigation before a redesign or an experiment.

What I can help investigate and improve

• Landing pages that do not explain the offer or next step clearly.
• Forms with confusing questions, validation or unnecessary effort.
• Customer journeys that lose people between steps.
• Differences between mobile and desktop behaviour.
• Experiment implementation and the tracking needed to evaluate it.

Evidence before opinion

We start by agreeing what a valuable conversion is and checking the tracking and measurement behind it. Then we look at the journey, available behavioural evidence and technical constraints. A drop in completion can suggest where to investigate, but it does not by itself tell us why people leave.

Each proposed change needs a reason. For example, if a form asks for information that prospects do not yet know, making that step clearer or optional could reduce friction. That is a hypothesis to assess, not a promised conversion uplift.

Build the change, then judge it fairly

My professional CRO experience includes Senior Developer work at Webtrends Optimize and development and QA management at WeTeachCRO. I have worked across the experiment lifecycle: understanding a hypothesis, checking feasibility, JavaScript implementation, QA, launch and monitoring, tracking and results interpretation. Read the professional history behind this work.

Where traffic and conversion volume support it, an A/B test can compare alternatives. Before starting, we should agree the main outcome, other measures that must not deteriorate and the evidence needed to make a decision. Avoid ending a test simply because an early result looks encouraging.

Some problems should be fixed directly, particularly obvious bugs or inaccessible interactions. Low-volume sites may benefit more from careful journey review and focused improvements than from a test that cannot produce useful evidence. Before-and-after changes can inform decisions, but other changes in traffic or seasonality limit what we can attribute to the work.

Experience across experimentation platforms

I have delivered and supported experiments using Webtrends Optimize, Convert, Optimizely, VWO, AB Tasty and Maxymiser, with earlier experience of Google Optimize. Working across platforms means I can consider your existing setup and the practical requirements of an experiment before recommending a tool.

QA needs to cover the experience and its measurement: different devices, visitor eligibility, variation behaviour and whether the right events are recorded. If the underlying site needs attention first, I can also fix or extend the website itself.

I also build experimentation technology

I am the founder and developer of FreeCROTool, a lightweight A/B testing and website experimentation platform aimed particularly at small and growing businesses. I created it after years of delivering commercial experimentation and CRO work.

Building it brings my development and experimentation experience together. The consultancy starts with your website and the question you need to answer; we can work with an appropriate existing platform rather than assume you need mine.

Look beyond the conversion count

More enquiries are not automatically better if they are unsuitable or harder to administer. Where possible, look at quality, completed outcomes and staff effort alongside the headline conversion rate. A better customer journey should support the business as well as the visitor.

Questions about optimisation

Do you guarantee an uplift?

No. Experiments can find that a proposed change makes little difference or performs worse. The value is in learning what to keep, change or stop using evidence.

Is CRO only for ecommerce?

No. Enquiries, bookings and other meaningful tasks can also be improved. The approach and measurement should fit the action that matters to your business.

Do we need a new testing platform?

Not necessarily. I would review your existing tools, traffic and goals first. A platform is useful only if it helps answer a worthwhile question.