# Conversio: Make Better Decisions With Experimentation (conversio.com) > Trusted partner 30+ Brands worked with to establish and scale test programmes. We achieve best results for ecommerce brands with a minimum 150,000 MUVs. Experience and expertise 11+ An end-to-end delivery team of consultants, UX designers and developers. Years of scaling experimentation programmes for growth. Founded in human values 2024 We are building impact into our services and make decisions that create long-term value for people and planet. We achieved B Corp certification in 2024, a milestone we’re genuinely proud of. It reflects our commitment to building a business that balances performance with responsibility. Case studies Real results from incredible brands. Learn how we help ecommerce brands navigate complexity, scale, and competing priorities by focusing experimentation, personalisation, and optimisation where it truly matters. “We really value the Conversio team’s advice, industry expertise, user insight and data driven approach.” +5% Lift to conversion rate “Conversio’s end to end capabilities have allowed us to work at a pace, delivering insights and great results.” +4.11% Lift in conversion rate “Data is at the heart of what Conversio do, which enables us to work with experts in identifying key pain points and opportunities." +5% Lift to conversion rate “Partnering with Conversio has been a transformative experience for our business. From the very first consultation, the team displayed a deep understanding of our challenges and goals.." +41% YoY growth in new registrations What we help clients do Our work is designed around customer progression, not isolated tactics. Insight, experimentation and personalisation are tools in this process, and judgement is what connects them. In practice, our work with brands encompasses: #01. Understand intent and context Identifying where customers are in their journey, what they are trying to decide, and what matters most in that moment. #02. Design for confidence, not to pressure Creating experiences that inform, reassure and guide, rather than push or manipulate. #03. Validate decisions responsibly Using experimentation to improve decision quality and understanding, not just to chase uplift. #04. Scale factors that earn trust Amplifying experiences that strengthen relationships and long-term value, not just short-term performance. How we drive better decisions Progress rarely depends on activity alone. It comes from making the right calls at the moments that shape commercial outcomes. Our role is to bring clarity, challenge and responsibility to those decisions so that effort translates into durable growth. Step 1 > Saying what others won’t Decisions stay anchored in judgement, not noise. Not every idea warrants action. Not every result should be scaled. We provide clear guidance, grounded in evidence and experience, even when it challenges momentum. Step 2 > Focus where it counts Resource flows to what truly moves the business. Optimisation presents endless opportunities, but impact i... ## Sitemap: - [Sephora Case Study | Conversio: Better Decisions](https://conversio.com/sephora-case-study) Building a Personalisation Programme with Competetive Edge Grounding personalisation efforts in purpose We worked closely with the Sephora team to help take that momentum and shape it into a clear, scalable personalisation programme, one that could be aligned across teams, guided by data, and designed to deliver meaningful impact over time. Challenges Faced and Strategic Focus Our role was to help take that momentum and shape it into a clear, scalable personalisation programme, one that could be aligned across teams, guided by data, and designed to deliver meaningful impact over time. Appearing Competitive in a Price-Sensitive Market: In a market where customers compare quickly, Sephora’s new customer offer provided a strong acquisition incentive. Ensuring this was surfaced early in the journey captured attention from shoppers likely weighing multiple options. Enhancing Rather than Sacrificing the Customer Journey: Retailers often lean on pop-ups to push important offers.  However, pop-ups are quickly dismissed, only shown after multiple page views, and therefore reduce the segment exposed to them.  By instead making the offer persistently visible and accessible across the journey, we ensured customers were continually primed for the saving, without adding friction. Simple Targeting Tweak, Huge Benefits: New customer offers are typically shown only on the first visit, missing higher-intent customers who return multiple times before purchasing (a sizeable segment).  This small change delivered outsized results, particularly for this high-intent group who had previously been overlooked. Key Focus Grounding personalisation efforts in purpose Building customer loyalty Customer first personalisation Key Points and Success Highlights Together, we developed a tailored audience segmentation model - built around Sephora’s real customer types and intent signals - which now underpins how they run personalisation in Dynamic Yield. It’s made it easier to identify friction, surface opportunities, and serve relevant experiences in ways that reflect how customers actually shop. But more than that, it’s enabled the team to move faster and more confidently, with every personalisation idea run first as an experiment, then scaled based on results. Sephora now has a programme designed not just to optimise journeys, but to build stronger connections with customers and to keep them at the forefront of beauty ecommerce in the UK. We’re proud to play a part in it. +150% Increase in social media engagement 30% Growth in website traffic What Other Clients Say Hear from some of the comments made by other brands we have helped "I highly recommend Conversio to any business looking to optimise their online presence and drive measurable results. Their professionalism and dedication make them a standout partner." "Data is at the heart of what Conversio do, which enables us to work with experts in identifying key pain points/opportunities and looking at suitable solutions... - [Laithwaites Case Study | Conversio Better Decisions](https://conversio.com/laithwaites-case-study) Sustaining engagement: Boosting user subscriptions at Laithwaites Wine Bringing clarity to subscription pricing in a complex pricing ecosystem The subscription service at Laithwaites Wine offers substantial value, quality and convenience for customers, however, the journey needed optimisation to drive conversions and enhance customer retention. The challenge lay in effectively communicating subscription pricing amidst an already complex tiered pricing structure, aiming to avoid choice overwhelm and prioritise a user-centric approach. Approach and Execution Strengthening Foundations: Experimentation supported a complete rework of the existing pricing panel content, establishing a robust foundation for incorporating additional pricing options like subscriptions. Content Optimisation: Subscription content was revamped and tested with the user in mind, addressing purchase barriers to foster trust and confidence. A mobile-optimised UX intended to resolve device level performance disparities. Cart Upselling Enhancement: Optimisation strategies enhanced visibility and simplified the purchase process to boost subscription conversions among high-intent users. Key focus Customer retention Addressing barriers to purchase Building on upselling opportunity Key Points and Success Highlights Data-Driven PDP Launch:  Laithwaites launched a data-driven update to pricing panel content across product detail pages, serving a more streamlined experience to facilitate comprehension of the product offering. Enhanced Subscription Approach:  Users were more engaged and informed as subscriptions were seamlessly integrated into the primary purchase decision through well-structured content, emphasising key messages to support higher conversion rates. Impact:  With a 3.9 percentage point increase in add-to-bag clicks, the updated product detail page design is effectively encouraging purchase behaviour. Additionally, optimising upsell activities at the cart stage has resulted in a notable 4 percentage point rise in subscription sales. This improvement at a critical point in the funnel supports Laithwaites' long-term focus on customer retention. +3.9% Increase in add to bag clicks +4pp Rise in subscription sales What Other Clients Say Hear from some of the comments made by other brands we have helped "I highly recommend Conversio to any business looking to optimise their online presence and drive measurable results. Their professionalism and dedication make them a standout partner." "Data is at the heart of what Conversio do, which enables us to work with experts in identifying key pain points/opportunities and looking at suitable solutions to address these via a robust, but flexible, test plan." "Conversio provided incredibly valuable insight to support and extend upon core business strategies allowing us to channel focus on site areas with the highest potential; critical amidst challenging trading conditions. A series of targeted tests, despite their simplicity, drove s... - [Contact Conversio | Get Your Questions Answered](https://conversio.com/contact-us) Ready to try a different approach to experimentation? We're here to help you navigate your journey. Reach out to our friendly team for any questions or support. Got a question? We're ready to listen. Whether you're just starting our with experimentation or fully established with a multi-person team, we would love to hear more about what you are up to and where we may be able to help. Our journey starts here. Thanks for getting in touch! We've received your inquiry and will get back to you as soon as possible. Keep on exploring and a member of the team will respond within 24-48 hours... so keep an eye on your inbox! Ready to transform your experimentation programme? Three reasons why you might choose to talk to us to realise your optimisation, experimentation and personalisation ambitions. Just saying. Personalised Programme We take the time to understand your previous efforts, tools, team and digital properties. No rush to low hanging tactical wins alone. Our goal is to work as a growth engine extension to your brand, focused on loyalty and trust. Honest results It isn't in our DNA to inflate results, turning a 1% uplift into a 10,000% return in reporting. No no no. Our stepped degradation model and approach to data ensure we report in real terms. You win, we win and most importantly, your customers win! Sustainable Growth Our focus is on long-term success, building foundations that support continuous and compounding growth. This manifests in your commercial metrics, a reduction in your digital carbon footprint, and correlated real world impact. Frequently asked questions Got questions? We have answered some of the most common questions customers ask before working with us. Can't find your answer? Get in touch, we'll get back to you within one business day. Better Decisions. We meet people where they are at, whether you are ready to start or just exploring ideas. Wherever you are on your experimentation journey, let's chat! Quick Links Email hello@conversio.com Phone +44 (0)20 7971 1140 Address Somerset House Strand, London, WC2R 1LA Conversio © Copyright 2015-2026 All Rights Reserved Conversio Ltd. Company number 09428440 All Rights Reserved Conversio is an independent entity and is not affiliated with, endorsed by, or sponsored by any third-party platforms or companies referenced on this website. Any trademarks, logos, or brand names mentioned remain the property of their respective owners and are used for identification purposes only. References to third-party services, technologies, or platforms do not imply any partnership, approval, or association with Conversio. - [Conversio Privacy Policy | Your Data, Your Rights](https://conversio.com/privacy-policy) Privacy policy: Our terms & conditions This privacy policy applies between you, the User of this Website and Conversio Ltd., the owner and provider of this Website. Conversio Ltd. takes the privacy of your information very seriously. This privacy policy applies to our use of any and all Data collected by us or provided by you in relation to your use of the Website. Please read this privacy policy carefully. Better Decisions. We meet people where they are at, whether you are ready to start or just exploring ideas. Wherever you are on your experimentation journey, let's chat! Quick Links Email hello@conversio.com Phone +44 (0)20 7971 1140 Address Somerset House Strand, London, WC2R 1LA Conversio © Copyright 2015-2026 All Rights Reserved Conversio Ltd. Company number 09428440 All Rights Reserved Conversio is an independent entity and is not affiliated with, endorsed by, or sponsored by any third-party platforms or companies referenced on this website. Any trademarks, logos, or brand names mentioned remain the property of their respective owners and are used for identification purposes only. References to third-party services, technologies, or platforms do not imply any partnership, approval, or association with Conversio. Definitions and interpretation 1. In this privacy policy, the following definitions are used: Data: collectively all information that you submit to Conversio Ltd. via the Website. This definition incorporates, where applicable, the definitions provided in the Data Protection Laws; Cookies: a small text file placed on your computer by this Website when you visit certain parts of the Website and/or when you use certain features of the Website. Details of the cookies used by this Website are set out in the clause below (Cookies); Data Protection Laws: any applicable law relating to the processing of personal Data, including but not limited to the Directive 96/46/EC (Data Protection Directive) or the GDPR, and any national implementing laws, regulations and secondary legislation, for as long as the GDPR is effective in the UK; GDPR: the General Data Protection Regulation (EU) 2016/679; Conversio Ltd., or us: Conversio Ltd., a company incorporated in England and Wales with registered number 131 whose registered office is at Coldershaw Road, London, W13 9DU; UK and EU Cookie LaW: the Privacy and Electronic Communications (EC Directive) Regulations 2003 as amended by the Privacy and Electronxic Communications (EC Directive) (Amendment) Regulations 2011; User or you: any third party that accesses the Website and is not either (i) employed by Conversio Ltd. and acting in the course of their employment or (ii) engaged as a consultant or otherwise providing services to Conversio Ltd. and accessing the Website in connection with the provision of such services; and Website: the website that you are currently using, www.convers.io, and any sub-domains of this site unless expressly excluded by their own terms and conditions. 2. In this pri... - [mwi-finisterre](https://conversio.com/mwi-finisterre) Conversio use Made With Intent to Help Finisterre Uncover 20.51% Uplift for Ready-to-Buy Shoppers How to attract high-paying clients without cold calling, networking events, or expensive ads Your request has been sent In the current version, we have added support for Lottie files. To use them, visit lottiefiles.com, choose your favorites, and upload them into an 'Image' element in your project. 28 Aug 2026 18:00 – 20:00 GMT+1 Live & Online Global access available From Page Optimisation to Customer Understanding: What Finisterre’s Intent Trial Revealed Finisterre is a premium outdoor brand built on purpose. Every product, from technical rain jackets to recycled knitwear, is designed to solve a problem and built to last. Their ecommerce site reflects that ethos: considered, detailed, and rich with product storytelling. Conversio is a specialist CRO agency that works with brands like Ocado, Sephora and Edyn. Their approach is built around customer progression, using data, insight and continuous experimentation to design experiences that guide rather than pressure. Down-to-earth conversion rate experts with a focus on validating decisions responsibly, not just chasing uplift. When Conversio started using Made With Intent's platform as part of their work with Finisterre, they asked a different question: how is this carefully crafted product content best supporting customers, and at what stage of their journey does it create the most value? The answer challenged widely held assumptions about how PDPs are typically structured. The Assumption Open any product page in ecommerce and you'll see the same thing. Product description front and centre. Features. Materials. Care instructions. All open by default, all prioritised as if they're driving the sale. It's standard practice. And nobody questions it. Finisterre's PDPs were no different. Detailed product copy sat open alongside the add-to-basket button, taking priority on every page, for every visitor. The assumption: this content plays a critical role in driving progression. "We're all assuming this is best practice. But when was the last time anyone actually validated it?" Beth Hodge, Head of Client Strategy, Conversio The problem is, without understanding who's actually reading that content and whether it's helping them, you're just following industry norms. Finisterre's product storytelling is strong. The question wasn’t whether it was valuable, but whether its default presentation and prominence were aligned with different customer mindsets. Finding 1: For the majority, product copy isn't adding value current content prioritisation wasn’t influencing progression 77% of visitors arrived at the PDP with low intent. For these visitors, collapsing product copy had minimal impact. They were no more or less likely to build intent or convert. That's a meaningful finding. Brands like Finisterre invest significant time, technical expertise, and care into crafting product information. It reflects deep product ... - [Ocado Case Study](https://conversio.com/ocado-case-study) Supporting Ocado to Grow & Scale Their Acquisition Testing Programme Challenges Faced and Strategic Focus One of Ocado's primary objectives was to drive new customer acquisition in the incredibly competitive UK grocery market. The challenge lay in developing a deep understanding of the needs of potential new customers and adapting the shopping experience to meet those needs to drive impactful results. Approach and Execution User-Centric Ideation: Collaborating closely with Ocado to understand specific segment needs, user-centric optimisation efforts shaped a customised testing roadmap to deliver meaningful personalisations. Diversity In Testing: Diversifying the testing roadmap facilitated the extraction of valuable insights rapidly, across strategies, to broaden the scope of opportunity. Program Scaling: Methodology that allowed for simultaneous testing enabled multiple independent tests within the acquisition segment, accelerating experimentation insights while preserving data integrity. Key focus Meaningful personalisation Fostering a culture of experimentation User centric ideation Key Points and Success Highlights Strategic Personalisation: Customised journey experiences support users in their first shopping experience, driving acquisition goals and demonstrating a dedication to a customer first approach. Culture of Experimentation: Success of testing efforts garnered trust from stakeholders, fostering a culture of experimentation within Ocado, leading to continuous improvement and data-driven decision-making. Continuous Innovation: With meaningful personalisations serving the Ocado customer, the stage is set for continuing to test bold hypotheses and ongoing enhancement opportunities, across segments, to drive sustainable growth. Impact:  6% increase in users booking delivery slots and a 2% lift in mobile checkout conversion illustrate how incremental wins across the funnel contribute to positive acquisition metrics. Ocado has seen a +41% YoY growth in new registrations, with AOV for this segment lifting +2%. By continuously improving the user experience and targeting users beyond their first shop, Ocado has seen a +2pp YoY increase in retention to the fifth shop, leading to a growing active customer base. +6% Increase delivery slot bookings +41% YoY growth in new registrations What Other Clients Say Hear from some of the comments made by other brands we have helped "I highly recommend Conversio to any business looking to optimise their online presence and drive measurable results. Their professionalism and dedication make them a standout partner." "Data is at the heart of what Conversio do, which enables us to work with experts in identifying key pain points/opportunities and looking at suitable solutions to address these via a robust, but flexible, test plan." "Conversio provided incredibly valuable insight to support and extend upon core business strategies allowing us to channel focus on site areas with the highest potential... - [Conversio: About Us - Better Decisions Through Partnership](https://conversio.com/about-us) Human-first knowledge and expertise Looking for an industry speaker for your event? We love to tell the world what we do. 15+ experts We recently celebrated our 10-year anniversary during which time we are proud to have worked with 30+ brands. £150M+ Incremental revenue delivered across successful client programmes. Bespoke Exerimentation Programmes Custom strategies built for your unique needs. We meet you where your at. Expert Team with Client-side exposure A dedicated group of CRO Consultants from industry with in-house UX and dev capability. Coherent scaling framework We know what it takes to scale, and our proprietary toolkit will take you from tactical to strategic. Ethical optimisation and impact As a proud B Corp, we factor carbon reduction and impact into our experimentation and success metrics. Meet our excellent humans Our strength lies in our people, we have assembled a diverse group of experts passionate about innovation and dedicated to your success in experimentation. Paul Wilkins CEO & Co-Founder Ecom veteran surrounded by inspiring colleagues, devoted to the scientific method. Andy Chittock COO & Co-Founder Crunching data and analysing user journeys since 2003. Beth Hodge Head of Client Success Leveraging data to drive impact, placing your customer & brand at the forefront of strategy. Steve Moran Head of Experimentation and Data Driving CX enhancements for over a decade across diverse digital sectors. Gary James Head of Growth & Partnerships Building relationships and driving partnerships for better outcomes. Kate Illingworth Client Success Manager 8 years in ecommerce, delivering data-driven optimisations to enhance the user journey. Ben Larner Development & AI Lead / FE Developer Passionate about solving the unsolvable through frontend logic. Alex Caires Full Stack Lead / FE Developer Creating seamless user journeys with skillful and knowledgable frontend finesse. Hannah Rowbotham Experimentation Manager A decade of finding joy in data and delivering elegant ecommerce experiences. Diego Raspati UX Designer Researcher Bridging the gap between business goals and user needs through UX. Laura Corrado Data & Automation Lead / FE Developer Frontend Developer, embracing challenges, forever evolving. Marisa Wisdell Experimentation Lead 6 years experience in ecommerce, making data-led decisions. Zain Rafie Experimentation Lead Three years optimizing websites with data-driven CRO expertise. Olivia Buckley Experimentation Lead Using data to put users first and create valuable ecommerce experiences. Our Culture: Innovation and Good Times Together We foster an environment where innovation thrives and teamwork is paramount. Our beautiful London office at Somerset House is a cultural hub of bright minds working together to solve complex challenges and deliver outstanding results. Right next to the River Thames! Ready to scale your ecommerce brand? Great! Drop us a short message and we'll come back to you to show how Conversio can help... - [Join Conversio: Work Hard, Grow, & Have Fun in Experimentation](https://conversio.com/manifesto) Our manifesto: Human values that guide our work We're a team that's obsessed with results but never takes ourselves too seriously. We back every decision with hard data, stay brutally transparent, adapt fast to whatever the digital world throws at us, and always chase genuine progress over hype. These aren't just nice-to-haves, they're how we work, how we partner with clients, and how we keep getting better. These shared principles guide every decision we make and every programme we undertake. They are the foundation of our commitment to both ourselves and our clients, and serve as our North Star when making decisions. 1. Data is Our Superpower We don’t rely on hunches or guesswork. Every optimisation we make is backed by solid, rigorously tested data. It’s not magic, it’s science. And we’re pretty good at it. 3. Honesty & Transparency. Always. We tell it like it is. If something’s not working, you’ll know. If there’s a better way, we’ll find it. Transparency fosters trust, and trust drives results. No jargon, no fluff… just clear, candid conversations that lead to smarter solutions. Our 7 core principles 2. Humble Confidence We don’t claim to have all the answers, but we do know how to find them. Every challenge is an opportunity to test, adapt, and refine. 4. Real people, real results No inflated claims, no empty promises, just measurable impact. We focus on genuine improvements that make a real difference. Authenticity wins, and we’re here to prove it. 5. Adapt and thrive The digital landscape never stands still, and neither do we. We embrace change, innovate relentlessly, and pivot when necessary. Whether we’re working with clients or evolving as a team, learning and adapting keeps us ahead of the curve. 6. Serious about results, lighthearted in approach. We take the work seriously, but never ourselves too seriously. A bit of humour + fresh thinking keeps us sharp. Every tough challenge is just fuel to learn, grow and push harder, that’s what creates real impact. We question the usual, spot new possibilities, enjoy the ride and actually make a difference. 7. Driven by purpose, defined by progress. We don’t chase hype, we chase results. No egos, no shortcuts, just smart optimisation and meaningful improvements. “Good enough” isn’t in our vocabulary, because better is always possible, and we’re here to make it happen. Better Decisions. We meet people where they are at, whether you are ready to start or just exploring ideas. Wherever you are on your experimentation journey, let's chat! Quick Links Email hello@conversio.com Phone +44 (0)20 7971 1140 Address Somerset House Strand, London, WC2R 1LA Conversio © Copyright 2015-2026 All Rights Reserved Conversio Ltd. Company number 09428440 All Rights Reserved Conversio is an independent entity and is not affiliated with, endorsed by, or sponsored by any third-party platforms or companies referenced on this website. Any trademarks, logos, or brand names mentioned remain the property of th... - [Demo Page](https://conversio.com/demo-page) Capability Demonstrated: Real-World Case Studies Discover how EcoCharge helps businesses across the UK thrive with sustainable and efficient EV charging solutions. £2.5M+ Annual savings for clients 150+ Successful UK projects "EcoCharge transformed our corporate campus with seamless EV charging." FutureHub, a leading tech park in Manchester, needed a scalable and reliable EV charging infrastructure for their growing employee base. EcoCharge provided a bespoke solution that integrated perfectly with their existing facilities. 20% Increase in employee satisfaction £15,000 Annual savings on energy costs "Our customers love the convenience of EcoCharge stations." The Meridian Centre, a busy retail park in Leeds, wanted to attract more EV drivers. EcoCharge installed a series of fast-charging points, enhancing the customer experience and driving footfall. 35% Increase in repeat customer visits £8,000 Additional revenue from charging services "EcoCharge made our apartments future-proof for EV owners." Riverside Apartments in Bristol sought to offer modern amenities to residents. EcoCharge designed and installed a smart charging network, boosting property value and resident appeal. 10% Increase in property value £5,000 Reduced energy consumption for common areas Hear from our satisfied partners Trusted by leading businesses across the UK “EcoCharge's professionalism and cutting-edge technology have made our transition to electric vehicles seamless. Highly recommended!” “Their team provided exceptional support from planning to execution. Our customers are delighted with the new charging facilities.” More clever stuff from the programme Adding space between sections, called "whitespace," is important to separate different parts. It improves readability and helps highlight your content's distinct ideas. Perfect product Bluetooth 5.1 / 360° sound / 12h battery / USB-C charging Perfect product Bluetooth 5.1 / 360° sound / 12h battery / USB-C charging Perfect product Bluetooth 5.1 / 360° sound / 12h battery / USB-C charging Perfect product Bluetooth 5.1 / 360° sound / 12h battery / USB-C charging Perfect product Bluetooth 5.1 / 360° sound / 12h battery / USB-C charging Perfect product Bluetooth 5.1 / 360° sound / 12h battery / USB-C charging Perfect product Bluetooth 5.1 / 360° sound / 12h battery / USB-C charging Perfect product Bluetooth 5.1 / 360° sound / 12h battery / USB-C charging Better Decisions. We meet people where they are at, whether you are ready to start or just exploring ideas. Wherever you are on your experimentation journey, let's chat! Quick Links Email hello@conversio.com Phone +44 (0)20 7971 1140 Address Somerset House Strand, London, WC2R 1LA Conversio © Copyright 2015-2026 All Rights Reserved Conversio Ltd. Company number 09428440 All Rights Reserved Conversio is an independent entity and is not affiliated with, endorsed by, or sponsored by any third-party platforms or companies r... - [Finisterre Case Study | Conversio: Better Decisions](https://conversio.com/finisterre-case-study) Empowering design through experimentation: Mini-cart Transformation Prioritised revamp of Finisterre's mini-cart In a bid to address rising abandonment rates impacting lower funnel metrics, our collaboration with Finisterre was geared towards enhancing conversions among prospective buyers. The decision to prioritise the revamp of the mini-cart stemmed from its crucial role in guiding user progression. An essential UX overhaul was identified as pivotal for propelling user progression and optimising the value derived from the recently launched product recommendations. Approach and execution Data-Driven Design Proposal: Data insights and expertise informed a UX redesign that better aligned with user priorities and addressed existing customer challenges. Phased Testing Approach: With a phased testing plan, we validated hypotheses, assessed impact and risks, and iteratively adjusted the design based on feedback from all teams. Building Comprehensive Insight: Detailed tagging during testing phases provided key insights into user behaviour, enabling us to optimise the product recommendation feature for increased conversions and directly link strategic messaging to conversion rates. Key focus Data driven re-design Iterative testing for success Comprehensive user insight driven from testing programme Key points and success highlights Less Invasive Design: The updated design was less disruptive and contextually integrated, aiding user navigation and preventing premature checkout funnel entries. Streamlined Conversion Messages: Streamlined messages, like payment methods and dynamic delivery updates, were seamlessly integrated for enhanced user engagement and increased effectiveness. Product Recommendations: Clear differentiation of product recommendations led to higher average order values, balancing engagement with progression to improve overall metrics. Impact: The outcomes showcased that the revamped mini cart not only eased the shopping journey but also instilled user confidence to advance further. This resulted in a 5% increase in conversion rates for users moving towards checkout and a 3% rise in units per order, contributing to a 3% boost in overall revenue per visit. +5% Increase in conversion rates for users moving toward checkout 3% rise in units per order, contributing to a 3% boost in overall revenue per visit Programme in focus Thoughts from our collaboration We asked those working on the programme each day to share their thoughts on working together. What the client said Kayleigh Clarke, Head of Ecommerce “We really value the Conversio team’s advice, industry expertise, user insight and data driven approach to CRO & Experimentation. Our mutually managed test plan generates valuable insight, deeper customer behavioural understanding, and often, incremental value. As with the test case here, it shapes how we tangibly improve the user experience onsite and drive more efficient business value.” What we love Beth Hodge, Head of Client Succes... - [brakes-sysco](https://conversio.com/brakes-sysco) Personalisation Should Solve Problems, Not Just Populate Content How to attract high-paying clients without cold calling, networking events, or expensive ads Your request has been sent In the current version, we have added support for Lottie files. To use them, visit lottiefiles.com, choose your favorites, and upload them into an 'Image' element in your project. 28 Aug 2026 18:00 – 20:00 GMT+1 Live & Online Global access available We recently facilitated a discovery workshop with the digital, analytics and customer insight teams at Brakes to help shape the foundations of their personalisation strategy. What made the session particularly valuable was the level of customer understanding already inside the business. The conversations quickly moved beyond surface-level ideas around content targeting or automation and into something far more meaningful: how the online experience can better support real customer needs, behaviours and progression. That shift matters. Because for many businesses, personalisation becomes overwhelming before it even begins. There are multiple audiences, competing commercial priorities, different lifecycle stages, acquisition goals, retention goals, loyalty challenges, operational realities and endless ways to segment customers. Where do you start? That was one of the most important themes to emerge from the workshop. Not simply how to personalise — but how to create focus. Moving Beyond “Personalisation” As A Feature One of the strongest discussions throughout the session centred around the idea that personalisation cannot exist in isolation from the wider customer experience. Too often, businesses approach it through the lens of capability: What can the platform do? What data points do we have? What content can we dynamically swap? But the more valuable question is: What problem are we solving for the customer? The Brakes team explored the realities of the customer journey in detail — from onboarding friction and customer confidence through to loyalty behaviours, delivery expectations and the differences between first-time and returning customer needs. What became clear was that the opportunity is not simply to make experiences feel more tailored. It is to make them feel more supportive. That is a very different mindset. Because when personalisation is grounded in customer momentum, it naturally becomes more purposeful. The focus shifts away from adding more messaging and towards helping customers move forward with greater confidence and less friction. The Most Interesting Insight Wasn’t About Segments One of the most valuable parts of the workshop came from discussing segmentation. Like most established businesses, Brakes has many meaningful ways to understand customers — sector, loyalty, order frequency, region, business size, delivery patterns and more. But with so many possible routes, personalisation strategies can quickly become difficult to operationalise. The challenge is rarely a lack of data. It is knowing wh... - [Readiness Survey](https://conversio.com/readiness-survey) Better Decisions. We meet people where they are at, whether you are ready to start or just exploring ideas. Wherever you are on your experimentation journey, let's chat! Quick Links Email hello@conversio.com Phone +44 (0)20 7971 1140 Address Somerset House Strand, London, WC2R 1LA Conversio © Copyright 2015-2026 All Rights Reserved Conversio Ltd. Company number 09428440 All Rights Reserved Conversio is an independent entity and is not affiliated with, endorsed by, or sponsored by any third-party platforms or companies referenced on this website. Any trademarks, logos, or brand names mentioned remain the property of their respective owners and are used for identification purposes only. References to third-party services, technologies, or platforms do not imply any partnership, approval, or association with Conversio. Where are you on the experimentation journey? Ten questions. Five minutes. A clear picture of where we get started. How would you describe your current approach to experimentation? Think about how tests are planned, run, and acted on today. How well do you understand who your customer really is online? Not who you think they are but who is actually engaging with your digital experience. Where does personalisation sit in your current strategy? Be honest, there's no wrong answer here! How do you currently measure success? What does "it's working" actually mean in your organisation? How aligned is your team around optimisation priorities? Think across UX, tech, analytics, trading, and commercial. How would you describe your current data setup? Think across UX, tech, trading, and commercial. This helps us understand how quickly trusted measurement can be established. You're nearly there, where shall we get in touch once your done? What does your ambition look like over the next 12–24 months? Where do you want to get to, not where you are today. Do you have an experimentation or personalisation platform in place? We work across all major platforms, but this helps us understand your starting point. Recommendation: 🏁 Baseline Programme The biggest opportunity right now is getting the fundamentals right: establishing trusted measurement, identifying your highest-confidence friction points, and proving the value of experimentation internally. That's exactly where our Baseline programme starts. 🎯 Start with your highest-impact friction, the evidence will point clearly to where customers are being let down 📏 Establish a measurement framework you can trust before scaling anything 🌱 Build cross-functional alignment early, it makes everything that follows faster Based on your answers, one of our team will be in touch with a personalised recommendation Recommendation: ⭐️ Evolve Programme You have foundations in place, now the opportunity is to compound them. Broadening your experimentation mandate, making personalisation a designed experience layer, and connecting results to longer-term customer value are the moves that define this sta... - [The Hub](https://conversio.com/the-experience-brief) The Experience Brief The created and curated hub, where the industry goes to learn. These are the stories that show what it actually means: real work, real brands, real decisions. A window into how we think, how we challenge, and what it looks like when you truly optimise for the long game. Better Decisions. We meet people where they are at, whether you are ready to start or just exploring ideas. Wherever you are on your experimentation journey, let's chat! Quick Links Email hello@conversio.com Phone +44 (0)20 7971 1140 Address Somerset House Strand, London, WC2R 1LA Conversio © Copyright 2015-2026 All Rights Reserved Conversio Ltd. Company number 09428440 All Rights Reserved Conversio is an independent entity and is not affiliated with, endorsed by, or sponsored by any third-party platforms or companies referenced on this website. Any trademarks, logos, or brand names mentioned remain the property of their respective owners and are used for identification purposes only. References to third-party services, technologies, or platforms do not imply any partnership, approval, or association with Conversio. Subscribe to newsletter! Call-to-action buttons are essential for all websites. Even artistic, non-sales sites benefit from buttons directing users to offers, attracting potential clients and partners. Thank you for contacting us In the current version, we have added support for Lottie files. To use them, visit lottiefiles.com, choose your favorites, and upload them into an 'Image' element in your project. Invest in climate-forward ventures backed by real-world impact When you're creating a page on Onepage, you'll find that a short paragraph, about 30 words or so, is just right. It helps your page look neat and makes it easy for your visitors to read.THE JOURNAL Everything experimentation Read post Stories Helpful Stuff News Events - [laithwaites-checkout-redesign](https://conversio.com/laithwaites-checkout-redesign) Conversio Redesigns Laithwaites' Checkout From the Ground Up. Without Breaking What Already Worked. How to attract high-paying clients without cold calling, networking events, or expensive ads Your request has been sent In the current version, we have added support for Lottie files. To use them, visit lottiefiles.com, choose your favorites, and upload them into an 'Image' element in your project. 28 Aug 2026 18:00 – 20:00 GMT+1 Live & Online Global access available Best Practice, Real Constraints, and a Test That Changed Everything: Inside the Laithwaites Checkout Rebuild Laithwaites is the UK's leading independent home-delivery wine retailer: the original "man with a van", scaled into a global e-commerce operation with hundreds of thousands of active customers across the UK, US and Australia. In a crowded digital drinks market up against Naked Wines, Majestic and Virgin Wines, Laithwaites holds its own on traffic and, more importantly, on value: average order values sit consistently between £100–£120. But under the hood, the checkout telling that story was a decade old. Laithwaites was migrating off a legacy, monolithic Oracle ATG platform onto commercetools' headless architecture. It was a rebuild that gave Conversio a rare opening: not a patch, not a test, but a full re-architecture of the checkout funnel, from research through to shipped UI. Project Objectives Our primary goal was to create a Stage-1, developer-ready checkout design that enables efficient Front-End estimation and implementation as part of the commercetools release. Specifically, we were brought in to deliver against four key benchmarks: Enable Stage-1 Checkout Delivery: Define a clear, end-to-end checkout structure that can be confidently sized, estimated, and built by the Front-End engineering team. Reduce Delivery Risk: Address known sources of checkout friction and ambiguity (e.g. vouchers, guest vs. account login, and subscriptions) using existing research insights, without introducing high-risk behavioral changes that could jeopardise release timelines. Support New Customer Clarity: Improve structural clarity and progression through the checkout flow, particularly for customers navigating the funnel for the first time. Lay Foundations for Future Optimisation: Ensure the design establishes a modular frontend architecture that allows for future experimentation and optimisation post-launch, without attempting to validate performance uplift at this migration stage. The Assumption Ask most CRO consultancies how to fix an ageing checkout and you'll get the same playbook: strip the form fields, kill anything that isn't essential, ship a single clean page. It's industry gospel. It's also, on its own, not good enough. Laithwaites' checkout had been live for ten years. That's ten years of stakeholder knowledge, customer complaints, backend quirks and prior test data sitting in people's heads and old reports, an asset most redesigns ignore in favour of a clean slate. We didn...