Conversion optimisation that finds out why people don't buy.

Conversion optimisation is the process of improving a website or digital product so more people successfully complete the actions they intended to take. That might mean making a purchase, submitting an enquiry, creating an account or completing an application. Rather than relying on assumptions, conversion optimisation uses evidence to identify where people experience friction and what changes are most likely to improve performance.

Attracting more visitors isn’t always the answer. If people are already visiting your website but failing to complete important journeys, improving conversion can often deliver a greater return on investment than increasing marketing spend. By making it easier for users to complete tasks, organisations can improve both customer experience and commercial performance.

Conversion Rate Optimisation (CRO) focuses on increasing the number of people who complete a desired action. User Experience (UX) focuses on making products easier, clearer and more enjoyable to use. The two disciplines work closely together because many conversion problems are caused by poor user experience. Improving usability often improves conversion, but not every UX improvement is designed to increase commercial performance.

Conversion optimisation is valuable whenever people are dropping out of important journeys. Whether you’re seeing abandoned baskets, incomplete applications, low enquiry rates or poor landing page performance, optimisation helps identify where friction exists and which improvements are most likely to have the greatest impact.

No. Conversion optimisation applies to any digital journey where users are expected to complete an action. That includes ecommerce websites, lead generation sites, SaaS products, booking systems, internal applications and public sector services. If success depends on users completing a journey, conversion optimisation can help improve the experience.

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 because more people successfully complete the journey without increasing acquisition costs. Before investing in more marketing, it’s worth understanding what’s preventing existing visitors from converting.

Analytics can tell you where people leave a journey, but it rarely explains why. Understanding the cause usually requires a combination of UX reviews, behavioural analysis, user research and evidence gathered from multiple sources. Looking at the complete picture helps identify improvements that genuinely remove friction rather than simply changing the interface.

Absolutely. Many of the biggest improvements come from relatively small changes to forms, navigation, content, calls to action or the overall user journey. Conversion optimisation isn’t always about redesigning an entire website. It’s about identifying the changes that remove unnecessary barriers and make it easier for people to complete the task they came to do.

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.