How much traffic do you need for A/B testing?
A team has a change it wants to test, a conversion rate it wants to improve, and a limited amount of traffic. The question comes quickly: do we have enough…
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Shopify conversion rate optimisation before adding another app
When a Shopify store is underperforming, another app can feel like a quick way forward. Add recommendations. Introduce a bundle. Offer an incentive. The capability is available, and implementation may…
Website redesign versus optimisation and how to choose the right investment
A website redesign can feel like a fresh start. The brand has evolved, the pages are showing their age, and the team has a growing list of things it would…
CRO audit and how to identify what is holding conversion back
When conversion slows, the list of possible fixes can grow quickly. Rewrite the headline. Shorten the form. Add another trust signal. Redesign the landing page. Each suggestion may have merit,…
Enabling Faster Decision Making
How behavioural data and AI can drive dynamic persona archetypes in real time For years, digital teams have invested heavily in customer data. Analytics platforms, CRM systems, attribution models, CDPs,…
How to Use AI Properly for Optimisation
Much of the current conversation around AI and conversion rate optimisation is surface level. It focuses on outputs. Headlines. CTAs. Product descriptions. Landing page rewrites. Quick test ideas. That can…
Claim Washing: The Quiet Erosion of Trust in Digital Experiences
Most brands don’t set out to mislead. But many still present a version of the truth that is easier to market than it is to believe. This shows up in…
Lead Volume vs Lead Quality
Lead generation is one of the most visible outputs of marketing activity. Dashboards track enquiry numbers, cost per lead, and campaign conversion rates. When lead volume increases, it is often…
Optimising your Website for Agentic Commerce
For most of the past decade, traditional ecommerce conversion rate optimisation (CRO) has focused on human behaviour. Teams have tested layouts, hierarchy, calls-to-action, checkout flow and reassurance messaging because the…
Heatmaps: What They Reveal, What They Hide, and How to Use Them Well
Heatmaps are one of the most familiar tools in digital optimisation. They are colourful, intuitive, and deceptively simple. For many teams, they are the first step beyond pageviews and bounce…