Typical conversion rate optimisation will say let's change the button colour. After 19 years watching real users in real tests, I came to a different conclusion: people are never predictable, and you can't optimise what you can't see.
There is way more to it than just changing a button colour.
Each flow you push your users through is just a series of moments. The sum of those moments results in a drop-off or a conversion.
So instead of thinking in single, isolated screens I look at the cognitive load of the whole journey.
I've done this at both enterprise level, impacting billions of transactions, and at smaller scale across product and booking flows. The same rules apply. Lower cognitive load, design for trust and see conversions increase.
Credentials
Top 3% vetted by Toptal
Official HM Gov Supplier
5-star Clutch reviews
19+ years of experience
Skills
Conversion optimisation
Product design
UX strategy
Flow audits
Prototyping
Design systems
What to expect
Sprints
Fixed price, clear outcome, two weeks. Retainers available for select clients.
Async comms
I send walkthrough videos you can digest in your own time. Calls if it makes sense.
Small bets, big outcomes
I focus on the changes most likely to move the metric, not the prettiest ones.
Friendly, pragmatic
Easy to work with, I keep ideas grounded in what'll ship, while looking for fresh angles.
