Experiments, platform builds and writeups shipped to production: SPA-aware UI, server-load mitigation, enterprise platform quirks, and accessibility-compliant variants. Each one links through to the full case study.
Won · CVR +10.0% · £9.84m potential
Large UK home improvement retailer
The add-to-bag interstitial led with "Checkout Now", a bigger commitment than users want at that step. Relabelled to match intent, fully instrumented on a Next.js SPA.
Read the case study →Dutch online chemist
A VWO free-sample popup that adds a Magento product to the cart natively: real product ID, per-session form_key, uenc, and a customer-section refresh so the mini-cart updates like a normal add-to-cart.
Read the case study →+15.04% conversion (primary, significant)
UK first-aid training provider
Visitors landing on the workplace First Aid listing page were browsing, then leaving before choosing a course. Journey analysis put the heaviest friction between browsing and checkout, and the page gave people little reassurance the training was trusted.
Read the case study →+13.6% CVR, +53.5% revenue
UK home emergency cover provider
The cost comparison that makes cover worth buying, a small fixed excess against the real price of a repair, was buried in an accordion low on the cover PDPs. It was the strongest reason to buy, and almost nobody scrolled to it.
Read the case study →Won ×3 · CVR +13.9% · £1.87m potential
Large UK home improvement retailer
Every radiator size was a separate SKU and page. A Super SKU surfaces all sizes on one PDP, built from a reference map with live price hydration. Won, and held up across three runs.
Read the case study →Rolled out 100% · CVR +4.15% · £11.1m potential
Large UK home improvement retailer
The strongest reasons to buy, fulfilment speed and certainty, weren't surfaced near the top. A scannable USP strip, injected client-side and SPA-aware.
Read the case study →+15.08% add to basket
UK first-aid training provider
Visitors on the 1-day course page were weighing up whether to book, with little on the page to reassure them the training was trusted by other buyers. The reviews existed, but not where people were deciding.
Read the case study →Won · AOV +4.34% · £1.19m in-test
Large UK home improvement retailer
The PDP gallery was constrained, with no proper fullscreen inspection. A full client-side rebuild: custom carousel, fullscreen zoom modal, mobile pinch-to-zoom, all keyboard-accessible.
Read the case study →+42.9% progression to Ding
UK home emergency cover provider
The 'what isn't covered' section spells out exactly what a policy does not do, then leaves the reader there. Those are the people most likely to need an on-demand repair, and nothing on the page pointed them to HomeServe's repairs product.
Read the case study →Large UK home improvement retailer
Vertical search overlay had low engagement. F-pattern reading suggested a landscape layout could lift SRP progression.
Read the case study →+3.06% course search (significant)
UK first-aid training provider
The 3-day First Aid at Work course is a bigger commitment, usually booked after more thought. Social proof had helped on shorter courses, so the question was whether the same module would move people towards booking on a more considered purchase.
Read the case study →Why your GA4 split never matches the platform
GA4 shows 60:40 when the testing platform shows 50:50. Random, unstable, never matches, and the experiment code is rarely the actual cause.
Read the article →+5.35% Ding page views
UK home emergency cover provider
Ding, HomeServe's repairs product, lives on its own domain. A site-wide prompt could surface it everywhere, but a normal analytics session breaks the moment a user clicks across that boundary, so the visit could not be tied back to the test.
Read the case study →UK vehicle scrappage and valuation service
A revenue-critical Vehicle Details step, redesigned to a cleaner single column with the offer in a banner, delivered client-side through Convert on a React single-page app with no access to the codebase.
Read the case study →abtestrig, a CRO-specific build tool, open source on GitHub
Every CRO dev rebuilds the same Gulp/webpack rig. Hardcoded loader-script IDs, 8 to 15s rebuilds, page reloads on every CSS tweak, and no way to test interactions between two live experiments before shipping.
Read the article →UK ground engineering / residential subsidence
Geobear runs a HubSpot CMS estate of 50+ pages across several brand variants, all powered by the same theme. The brief: a new residential landing page with a different layout and modules, without putting the 50+ live pages at risk.
Read the case study →Large UK home improvement retailer
Google Shopping landers were exiting PDPs and re-entering through Shopping multiple times when the specific product didn't fit. Top-50 power-tool SKUs by click volume were the priority.
Read the case study →UK builders' merchant
Trade prices were rendered separately from retail prices on PLPs and PDPs, so non-account users couldn't easily compare the two and weren't motivated to create a trade account. The hypothesis: making trade prices visually dominant alongside retail prices would lift trade account creation.
Read the case study →UK home insurance provider
Internal data showed bundled "Gas Combo" products had lower year-on-year renewal rates than single-category cover, dragging long-term profitability. Stakeholders wanted to surface them on a separate page so single-category products got cleaner focus.
Read the case study →Global cosmetics retailer (Romania)
Off-boarding from the UK site cut the planned social-proof test runtime short. The team needed a market that could deliver significance inside a tight timeframe.
Read the case study →UK luxury flooring retailer (Magento)
Customer gallery sat on a separate page where most homepage visitors never reached it, a high-trust social proof asset locked behind a navigation step.
Read the case study →Rolled out 100% · CVR +2.62% · purchasers +2.47%
Large UK home improvement retailer
Plain PLP exit rate of 14.4% across organic and paid channels: users were leaving without finding a product that matched their price or criteria. Returning users exited at 15.1%.
Read the case study →