Conversion Optimization
Most conversion work is not a button colour. It is finding the step where intent and interface disagree, and there is usually one obvious offender before there are five subtle ones.
How I use it
GutChek — auditing an inherited storefront
Taking over the account, I read the site the way a customer would and found placeholder text still sitting in the shipping FAQ after months of agency management. Shipping is the highest-anxiety question in any checkout — an unanswered one there costs more than most of the tests people run instead.
Wee Rock Art — separating two buying intents
Some buyers wanted a finished piece, others wanted something commissioned. Splitting those into a browse-and-buy path and a separate custom-order path stopped each from obstructing the other.
Warrior WP — fixing what leaks revenue
Broken checkout steps, forms failing silently, mobile layouts hiding the action. Scoped as fixed engagements against specific problems rather than an open-ended optimisation retainer.
Throughline — one screen, one action
No navigation and nothing between the reader and the CTA. When the entire job is starting a conversation, every additional element is a leak.
Instrumenting checkout step by step
Abandonment at shipping and abandonment at payment are different problems with different fixes. Measuring them separately is what makes the number actionable instead of alarming.
What I use
- GA4
- Google Tag Manager
- Stripe
- WooCommerce
- Shopify
Where you can see it
Related skills
Want the detail behind any of this?
I can walk through any of it in as much depth as you want.