CRO & CONVERSION STRATEGY
Selected CRO, Experimentation & Funnel Results
My conversion work sits at the intersection of acquisition, landing-page relevance, customer intent, experimentation and measurement. The objective is not to run tests for the sake of testing. It is to identify the friction most likely to affect commercial performance, prioritise the right intervention, and measure what happens downstream.
How I approach CRO
-
DIAGNOSE
Understand traffic, buyer intent, funnel behaviour, messaging, measurement and the commercial context before proposing changes.
-
PRIORITISE
Rank opportunities by likely business impact, evidence, confidence, effort and where the biggest constraint appears to be.
-
INTERVENE
Use the appropriate method: direct improvements when evidence is strong, directional validation where appropriate, or structured experimentation when traffic and uncertainty justify it.
-
MEASURE
Evaluate not only page-level conversion but also lead quality, activation, CAC, pipeline and revenue where downstream data is available.
Selected work and outcomes
B2B SaaS · PeopleHR
Building conversion optimisation into the growth engine
CRO was part of the wider acquisition and revenue system rather than an isolated optimisation function. I worked across landing pages, messaging, acquisition funnels, trial and demo paths, analytics and downstream commercial performance.
- 4 years
- Structured A/B testing using Optimizely and VWO
- 2900%
- Return on marketing investment
- £15M ARR
- Growth from zero revenue before acquisition
The wider result reflects the complete growth system, not CRO in isolation.
B2B HR SaaS · Lanteria
Improving activation and qualified pipeline
Worked across positioning, acquisition, paid media and conversion paths to improve the connection between campaign intent, product value and the next step in the funnel.
- 37%
- Activation improvement
- 2×
- Qualified pipeline
- 42%
- Reduction in blended CAC
- 2.3×
- SQL volume
Results came from the broader acquisition and conversion programme, including positioning, paid acquisition, funnel improvements and conversion work.
B2B SaaS · Consulting Portfolio
Turning traffic into stronger commercial outcomes
Across SaaS growth engagements, I have worked on landing-page relevance, offers, conversion paths, traffic quality, analytics, buyer intent and funnel optimisation.
- +183%
- Conversions
- +141%
- Qualified leads
Portfolio-level results across growth engagements. Performance varies by company, market, offer, traffic and funnel maturity.
Relevant tools & methods
- GA4
- Google Tag Manager
- Optimizely
- VWO
- Omniconvert
- Funnel Analysis
- Landing-Page Optimisation
- A/B Testing
- Customer Research
- Paid Search
- Conversion Measurement
Want to see how I think through a conversion problem?
Some client work and detailed audits cannot be published publicly. I can share additional anonymised examples covering diagnosis, hypotheses, prioritisation, landing-page recommendations and measurement approach where appropriate.