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
Two different intents crammed into one funnel
Wee Rock Art had buyers who wanted a finished piece and buyers who wanted something commissioned. Splitting those into a browse-and-buy path and a separate custom-order path stopped each from obstructing the other.
A site where every extra element costs the CTA
Throughline is a single screen with one action and no navigation. When the entire job is starting a conversation, everything between the reader and that action is a leak.
Revenue leaking somewhere unglamorous
Warrior WP exists to fix exactly this for small businesses on WordPress — broken checkout steps, forms that fail silently, mobile layouts that hide the action — scoped as fixed engagements rather than an open-ended optimisation retainer.
Cart abandonment treated as one number
Abandonment at the shipping step and abandonment at payment are different problems with different fixes. Instrumenting the steps separately is what makes the number actionable.
What I use
- GA4
- Google Tag Manager
- Hotjar
- Stripe
- WooCommerce
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.