Convert.com, Optimizely, Adobe Target, Dynamic Yield, Monetate. I build experiments that hold up to engineering review, accessibility audits, and SPA edge cases — for retailers, builders' merchants, insurers, and DTC brands.
Direct or via agency partners including FunnelEnvy and Brainlabs. Experiments shipped for Screwfix, S&P Global, Howdens, Travis Perkins, Avon, Comparitech, Dr. Woof Apparel, VitaHustle, and others.
See the workSix experiments showing the kinds of problems I solve — SPA-aware UI, server-load mitigation, enterprise platform quirks, and accessibility-compliant variants.
Large UK home improvement retailer
Vertical search overlay had low engagement. F-pattern reading suggested a landscape layout could lift SRP progression.
Built a darkened focus-state overlay, repositioned the search element to a landscape layout, and added search-term-driven subcategory chips for Variant 2. Maintained existing product-suggestion logic to isolate layout as the variable. Two variants shipped sitewide on desktop.
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.
Built a sticky "follow-me" similar-products carousel
scoped to the product's category. Scrapes the breadcrumb-derived PLP at a
price-bound API call, caches results in sessionStorage so
subsequent PDPs in the same category render instantly. V2 layers a brand
filter for brand-loyal users.
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.
Replaced the host's separate trade-price block with a unified price banner showing retail and trade side-by-side, gated to logged-out users via cookie check. Banner click opens an embedded login modal using the host's own identity SDK, with a separate "I don't have an account" CTA routing to signup.
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.
Removed bundle items from three comparison PLPs by URL match, restructured the grid from 3-up to 2-up, destroyed and re-initialised the Swiper instance to match the new slide count, and dynamically injected a new nav link to the dedicated bundle page once a user had visited a comparison PLP.
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.
Built a 19-product bestsellers carousel with desktop
dropdown and mobile bottom-sheet variant pickers, integrated with Avon's
internal product API and CartServiceModule for inline add-to-bag,
plus IntersectionObserver-driven impression tracking on both control and
variant.
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.
Live-fetched the customer gallery into the homepage, built a product modal that scrapes form data from PDPs to power inline AJAX sample ordering, and surfaced Magento's native success/error notifications by cloning the host's existing UI.
Read the case study →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%.
Built a custom ExitIntent detection class
(mouse trajectory, inactivity, tab-switch heuristics), an accessible modal
with focus trap, and a V2 carousel that fetches category-relevant clearance
products at price ranges derived from the breadcrumb and SKU scrape.
Vanilla ES6 IIFEs, BEM-scoped SCSS, custom DOM polling utility for late-rendering
elements, MutationObserver and IntersectionObserver
for SPA-aware behaviour. Comfortable with React-aware DOM updates (native
input descriptor patterns), focus-trap implementations with
AbortController cleanup, and ARIA-compliant component patterns.
Convert.com, Optimizely Web, Adobe Target, Dynamic Yield, Monetate. Comfortable integrating with Tealium, GA4, Adobe Analytics, AEM Experience Fragments, and most consent management providers. Familiar with Magento, Shopify, and Next.js host stacks.
Self-QA every variant across browsers and devices. Accessibility checks — focus order, keyboard parity, ARIA semantics, screen-reader sanity — before handover. Code reviewed against client engineering conventions where they exist; written to pass review where they don't.
Direct with brands or as overflow capacity for CRO agencies. Available for short sprints, retained capacity, or one-off complex builds. Async-first, UK and US business hours covered. Plain communication for non-technical stakeholders when it's needed; engineering-grade detail when it's required.
Experiments shipped for Screwfix, S&P Global, Howdens, Travis Perkins, Avon, Comparitech, Dr. Woof Apparel, VitaHustle, HomeServe, Luxury Flooring, National Scrap Car, and others — directly or through agency partners including FunnelEnvy and Brainlabs.
For project enquiries, overflow capacity, or to discuss a specific test idea. I respond within one UK business day.