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    Life, CRO, and Sleepless Nights: Lessons from Paternity Leave

    Having recently returned from a wonderful four weeks of paternity leave, I’ve been reflecting on the parallels between my new role as a parent and my professional world of CRO (Conversion Rate Optimisation). Sleep deprivation tends to bring clarity in unexpected ways!

    Caring for a baby and CRO have surprising similarities – stay with me.

    If your baby isn’t sleeping, neither are you. You’ll try anything to help them sleep better. But where do you start? Naturally, our modern ‘go to’ is a broad Google search for ‘tips to help your baby sleep’ which did indeed yield some useful articles, like this helpful article from NCT.

    But the questions remain – is it the room temperature, their clothing, the lighting, or the bed they’re sleeping in? The list of potential variables is endless.

    Sound familiar?

    Much like CRO, when faced with endless variables, the key is to test.

    You make small adjustments from night to night and observe the results. Did that change improve their sleep? Great, stick with it. If not then try something else. But just like in CRO, you can’t change too many things at once or you’ll never know what actually worked.

    One night, as I sat rocking my newborn daughter at 3 a.m., it hit me: my life as a parent is one giant series of experiments, just like CRO. Most of life, really, is about small, controlled (well, semi-controlled) tests to optimise and improve how we live.

    Here are some everyday examples:

    • If your train makes you late for work—you test taking a different train.
    • If you’re hungry before lunch—you test eating a different breakfast.
    • If your grocery bill is rising—you test shopping at a different supermarket.
    • If your curry was too spicy—you test using less chili next time.
    • If you had bad service with a company—you test a competitor.

    Many of these seem like ‘no-brainers’. But until you make the change and see the results, you can’t be sure. And often, you’ll need to iterate, continually making adjustments until you find the right solution.

    It’s the same with your website.

    If your website isn’t working as you’d like or failing to hit its KPIs, why would it be any different? Testing, tweaking, and refining – bit by bit, step by step – is how you improve performance. It’s no different from rocking a baby at 3 a.m., hoping you’ve finally cracked the code to a better night’s sleep.

    And if you’re still struggling? Just like hiring a sleep consultant for your baby (trust me, it works), you might need an optimisation expert to help your website thrive.

    At Conversio, we’re your website’s sleep consultant. If you’re unsure where to start or aren’t getting the results you want, give us a call. Let’s make your site ‘sleep through the night’ or, more importantly, hit your targets.

    If you want to find out more, take a look at How we Work or drop us a quick message here for a chat. 

    Conversio Celebrates B Corporation Certification

    London, 17th September 2024 – Conversio is proud to announce that it has officially certified as a B Corporation, joining a global community of companies that meet the highest standards of social and environmental performance, accountability, and transparency.

    About Conversio

    Conversio is a leading conversion rate optimisation (CRO) agency dedicated to helping businesses enhance digital performance through data-driven insights and tailored strategies. By combining in-depth analytics with a focus on customer experience, Conversio maximises the effectiveness of web experiences to drive user engagement and measurable growth for clients. With a commitment to honest transparency, sustainability, and innovative solutions, Conversio continuously adapts to evolving market trends to deliver impactful, long-term results. Their team is passionate about using optimisation to not just boost sales, but also make a positive social and environmental impact.

    For more information, visit Conversio.

    What It Means:
    B Corporation certification reflects Conversio’s commitment to balancing profit with purpose. As a B Corp, we’re dedicated to using business as a force for good, ensuring that our work positively impacts people and the planet. We have many exciting initiatives to announce in the coming months. 

    Why We Did It:
    “Our motivation has always been about more than just growth,” said Paul Wilkins, Co-Founder and Director of Strategy. “We want to build a company that not only delivers outstanding results for our clients but also contributes to a better, more sustainable world. Becoming a B Corp solidifies that commitment.”

    “As leaders in our sector, this B Corp certification is especially exciting because it’s new territory for our industry,” said Andy Chittock, fellow Co-Founder and Director of Insight. “We’re integrating impact outcomes into our delivery model and service metrics, creating real value for our clients while driving positive change. It’s about reshaping the way we measure success—looking beyond traditional KPIs to include social and environmental outcomes as part of our core offering.”

    How It Happened:
    The certification process involved a rigorous assessment of our social and environmental impact, from how we treat our employees to how we minimise our carbon footprint. After months of dedication, we’re proud to say that Conversio has met B Lab’s strict criteria and earned the certification.

    Moving Forward:
    As a B Corp, we’re excited to continue pushing the boundaries of what it means to be a responsible business. Paul Wilkins adds, “This certification is a milestone, not a finish line. We’re committed to ongoing improvement and creating value for all our stakeholders.”

    For more information, visit www.conversio.com

    Media Contact:
    hello@conversio.com
    +44 (0)20 7971 1140