CRO isn’t just about boosting metrics—it’s about understanding how people think, feel, and interact with digital experiences.
By blending UX, product design, and data-driven experimentation, I create intuitive, seamless journeys that drive both user engagement and business growth.
What is CRO and Why Does It Matter?
Conversion Rate Optimisation (CRO) is essentially digital alchemy—turning casual visitors into engaged users, paying customers, or loyal subscribers. It’s about figuring out where users get stuck, why they abandon ship, and how to make their journey smoother (and more profitable). Instead of guessing what works, CRO is all about data, psychology, and a whole lot of user testing to ensure every design decision moves the needle.
Let’s be honest—beautiful designs are great, but if no one clicks the "Get Started" button, we’ve just created a very expensive piece of digital art. That’s where CRO comes in. By combining user experience, behavioural insights, and a sprinkle of marketing know-how, we create designs that not only look good but also work hard.
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What Makes a Great CRO Specialist?
Successful CRO professionals bridge multiple disciplines—UX design, product strategy, data analysis, and psychology.
The ideal skill set includes:
✔ UX & Product Design Mastery – Because good design should never be a roadblock.
✔ User Psychology Obsession – Understanding why people click, hesitate, or bounce.
✔ Data-Driven Thinking – If it’s not tested, it’s just an opinion.
✔ Product Marketing Savvy – Knowing how to nudge users at the right moment.
✔ Collaboration Superpowers – Because CRO is a team sport.
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A Strategic Approach to Optimisation
CRO isn’t about random tests and hoping for the best—it’s about having a smart, structured approach. I help you build a roadmap that prioritises high-impact experiments, design them effectively and analyse results to keep optimising. It’s all about continuous learning, refining, and improving—because when it comes to conversions, there’s always room for better.
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Product and Pricing Experimentation
Why guess what your customers want when you can test and know for sure? Instead of relying on focus groups (where everyone suddenly becomes an expert), experimentation lets real customer behaviour guide your product and pricing strategies. By running structured tests, we can uncover what actually drives conversions—whether it’s a new feature, a price adjustment, or even just better messaging. The result? Smarter decisions, maximised revenue, and no more expensive shots in the dark.
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Conversion-Centred UX Design
A website that looks great but doesn’t convert is like a beautiful shop with the door stuck shut. I work with you to design digital experiences that not only look good but actively guide users toward action. Every button, form, and call to action is carefully crafted to remove friction and make conversions feel natural—because a seamless experience means more happy customers and fewer abandoned carts.
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Personalisation
A/B testing is great, but why stop there? With personalisation, we can tailor experiences for different segments—or even individual users—so they see exactly what speaks to them. It’s like having a website that knows your visitors better than they know themselves (but, you know, in a non-creepy way). Whether it’s personalised recommendations, dynamic content, or a checkout process that feels effortless, personalisation takes conversion rates to the next level.
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User Experience Research & Usability Studies
Ever watched a user struggle with a website and felt second-hand frustration? UX research and usability studies help us catch those moments before they cost you conversions. By digging into user behaviour, I uncover pain points, smooth out friction, and fine-tune the experience—so your site works with users, not against them. It’s like giving your website a usability tune-up, except the results translate into real growth.
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My Journey: From Digital Consultancy to Startups and Enterprise SaaS
I started in UX and product design, focusing on making digital experiences seamless and intuitive. That naturally led me to CRO, where I could combine design thinking with hard data to truly move the needle. After running my own digital consultancy, helping businesses refine their digital strategies, I dove into the world of high-growth startups and enterprise SaaS.
I’ve worked across the entire SaaS spectrum—from the breakneck pace of startups to the structured world of mature enterprises. Whether it’s fixing onboarding drop-offs, improving product adoption, or designing high-converting user flows, I’ve been hands-on in making products work better for both businesses and their users.
My approach to CRO is simple: if we don’t understand the user, we’re just throwing darts in the dark. That’s why I’m passionate about user testing and behavioural research—to get a real, unfiltered view of how people interact with digital products. I rely on user testing, heatmaps, and analytics to make informed decisions, ensuring that every tweak and optimisation has real, measurable impact. It’s not about what we think will work—it’s about what actually does.
I have a particular soft spot for SaaS, having spent years fine-tuning B2B and enterprise platforms. But I also have a love for the travel industry, where I’ve worked on projects that improve booking experiences and engagement strategies. CRO (and UX) is a constant learning process, and I love it that way. Whether it’s testing new UX patterns, diving into AI-driven optimisations, or refining behavioural analysis techniques, I thrive in environments where experimentation is the norm.
At the end of the day, CRO is about understanding people—what they want, what frustrates them, and how to design experiences that feel natural and effortless. With a mix of UX expertise, product strategy, and a data-driven mindset, I’m passionate about creating high-performing digital experiences that users love.
Outside of work, I write a lifestyle blog about coastal living, interiors, and design—because my passion for creating beautiful, functional experiences extends beyond the digital world.
