Conversion Optimisation Consultant

A conversion optimisation consultant helps organisations understand why users don’t complete important journeys and what changes are most likely to improve performance. That might involve reviewing a checkout, analysing a lead generation journey, improving landing pages or identifying where unnecessary friction is causing people to abandon tasks. The goal isn’t simply to increase conversion rates. It’s to make it easier for people to achieve what they came to do.

There are many reasons why people leave without completing a journey. Sometimes the problem is usability. Sometimes it’s trust, messaging, page structure or unnecessary complexity. In other cases, the issue starts much earlier in the customer journey. Rather than guessing, I help identify where users are struggling and which improvements are most likely to have a meaningful commercial impact.

Not necessarily more traffic. Many organisations focus on attracting more visitors before understanding how effectively their existing traffic converts. Improving conversion often delivers a better return on investment because more people successfully complete the journey without increasing acquisition costs. Before spending more on marketing, it’s often worth understanding what’s preventing existing visitors from converting.

Yes. Conversion optimisation applies to any journey where someone is expected to complete an action, whether that’s making a purchase, submitting an enquiry, booking a demo or completing an application. By reducing unnecessary friction and improving the experience, organisations can often increase both the quantity and quality of enquiries without increasing traffic.

No. Analytics helps identify where users leave a journey, but it rarely explains why. I combine analytics with UX, user research and behavioural insight to understand what’s creating friction and which improvements are most likely to make a difference. The best decisions come from combining multiple sources of evidence rather than relying on one dataset alone.

Absolutely. Many of the biggest improvements come from relatively small changes to navigation, forms, messaging, page structure or the overall user journey. Conversion optimisation isn’t always about redesigning an entire website. Often it’s about removing the unnecessary friction that’s stopping people from completing tasks they already intended to complete.

That depends on the type of engagement and the complexity of the journey being reviewed. Most fixed-price engagements are completed within one to two weeks and include a clearly defined scope, timeline and set of deliverables. Larger optimisation programmes may require a broader engagement, but expectations are always agreed before work begins.

Every engagement concludes with prioritised recommendations that explain what should change, why it matters and where improvements are likely to have the greatest impact. Some organisations implement those recommendations internally, while others continue into further UX, research or optimisation work. The goal is always to leave you with practical next steps rather than simply identifying problems.

There are times when an agency is the right choice, particularly if you need a large multidisciplinary team working across multiple workstreams. If you’re looking for senior expertise, an independent consultant offers a different way of working. You’ll work directly with the person delivering the engagement from start to finish, without account managers, handovers or layers of communication. Decisions are made faster, the work stays consistent and you benefit from experienced advice that’s focused on solving your problem rather than managing a project. For many organisations, it’s a simpler, more flexible and more cost-effective way to access senior product, UX and user research expertise.

I’m based in Manchester, UK and work with organisations across the UK, Europe and internationally. Most engagements are delivered remotely, although I’m always happy to travel when a project benefits from working together in person.

Yes. Most engagements are delivered remotely using Microsoft Teams, Google Meet or Zoom. Working this way keeps projects flexible, efficient and cost-effective while making it easy to support organisations wherever they’re based.

Yes. While most projects are delivered remotely, I’m happy to travel throughout the UK and internationally for workshops, stakeholder sessions, discovery activities and key project milestones where needed.

Absolutely. Most organisations I work with already have product managers, designers, researchers, developers or delivery teams in place. My role is to strengthen your existing capability by providing additional expertise, independent thinking or senior support where it’s needed most.

Yes. I’ve worked with startups, scale-ups, SMEs, agencies, charities, public sector organisations and global enterprises. Every engagement is tailored to your goals, regardless of the size of your organisation.

Yes. Much of my work involves commercially sensitive products, confidential research and government services. I’m happy to sign NDAs and regularly work with organisations where confidentiality is essential.

The fixed-price services are designed around the most common types of engagement, but every organisation is different. If you need something broader or a combination of services, I’ll put together a bespoke proposal based on your goals and the support you need.

Availability changes throughout the year, but many engagements can begin within one to two weeks. If you have a specific deadline or urgent requirement, let me know and I’ll always do my best to accommodate it.

That depends on the engagement, but I always aim to make the best use of your team’s time. Most projects start with a short kick-off session, followed by regular check-ins as findings and recommendations are shared. Before any work begins, you’ll know exactly what’s expected and when.

It starts with a conversation. We’ll discuss what you’re trying to achieve, where you’re experiencing challenges and whether one of the fixed-price services is the right fit. If not, I’ll recommend a more suitable approach based on your goals.