Turn more of the right visits into customers

I find where a website or app journey loses people, improve the message or experience, and measure the customer outcome.

Discuss the customer journey See Webflow CRO

A measured customer journey through a website or app towards conversion

Start with the journey

Agree what a useful conversion actually is

A booked call, a qualified enquiry, a completed checkout, and an activated user are different problems. We define the audience, the journey, and the business outcome first, then check whether the current tracking describes that journey accurately.

Data shows what happened, but research and product judgment help explain why. I combine the numbers with page reviews, recordings, customer language, sales context, and technical constraints before recommending a change.

Clean analytics instrumentation feeding a baseline, hypothesis, controlled experiment and decision log

Evidence

Use a method that fits the traffic

High-traffic journeys may justify a controlled experiment. Lower-traffic sites often learn faster from interviews, usability sessions, recordings, funnel analysis, and a carefully measured release. I will not manufacture statistical certainty where the sample cannot support it.

The work usually focuses on meaningful friction: a vague offer, the wrong content order, weak proof, confusing pricing, a long form, missing feedback, a broken mobile step, or a disconnect between the ad, landing page, and product experience.

Single-variable tests improving a form, mobile call to action and pricing comparison

Tools

The tools follow the question

PostHog or GA4 can measure the journey. Clarity and session recordings can show repeated friction. Interviews and support conversations add the context analytics misses. When an experiment is useful, I can implement the variant in the site, app, or delivery layer and keep the experience stable.

I use the smallest stack that answers the question and leaves the team with measurement it understands. Read my practical PostHog conversion tracking setup or see Webflow CRO for the platform-specific work.

One edge server turning behavioural evidence into fast, flicker-free A and B page variants

Results

Measure the customer outcome

The primary measure should reflect the business: qualified enquiries, booked calls that happen, completed purchases, activation, retention, or revenue. Completion rate, drop-off, and engagement help explain the journey, but they are supporting signals rather than the finish line.

Every meaningful change records the evidence, decision, result, and next action. Over time that becomes a useful account of what this audience responds to, including changes that did not work. See SEO & CRO.

A compounding decision log of winning, losing and inconclusive experiments driving commercial growth

CRO process

Understand the journey, change the friction, and learn from the result.

Define and Observe
Agree the customer outcome, verify the journey data, and gather the context behind the behaviour.
Prioritise and Improve
Choose the highest-confidence source of friction and ship or test the right-sized change.
Measure and Learn
Connect the result to customer and business value, record the decision, and choose the next move.

Have a project in mind?

Tell me what you need to build or improve.

Share the goal, the problem and what you already have. I will suggest a practical next step.

Send me the brief Book a 15 min call

Selected work

Selected websites, apps and connected systems

See all work

TOSH Space

Creative coworking with TOSH Space

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Ficus Health

Ficus Health: I Built the Site for a 120-Clinic AI Platform

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Creative Balcony

Full-service agency with Creative Balcony

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Fresh Squeezed Ideas

Healthcare CX with Fresh Squeezed Ideas

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Listing Monster

Listing Monster AI e-commerce platform

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Telecoms World

Powering Telecoms World Forms and CMS

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Ryan Walton

Paid social with Aura Ads

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WithPower

Clinical trials with WithPower

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DeskLodge

DeskLodge coworking and meeting spaces

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The Glasgow School of Arts

Creative education with Glasgow School of Art

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FMpay

Secure payment solutions with FMpay

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Mirador Local

Mirador Local Google Business Profile platform

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Log my Care

UK care management software with Log my Care

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Sanchali Pal

Climate action with Commons.earth

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Cooper Parry

Finance leaders community with Tech CFO

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Precix

Precix mobility wearables

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Testimonials

What clients say

"As I grow in my business, I need services to grow with, Derrick is that service when it comes to my website. He is patient, listens and takes onboard the changes I want in a timely manner. My website changes and develops with the needs of my clients and my offer which is great. He also brings new ideas and perspectives in how to improve and grow in line with my goals and business needs. I look forward seeing how this new phase develops."

Karin Young

Psychotherapist · Karin Counselling

"Derrick has been a great help in getting our SaaS website up and running. He is very knowledgeable in Webflow and was able to help us get the most out of the platform. His design skills are excellent and he was able to create a custom function-filled website that looks great and operates perfectly. I would highly recommend Derrick to anyone looking for a web designer who knows his stuff!"

Taita Ngetich

CEO · Synnefa

"Derrick is just great to work with! He's super fast, always responds in a timely manner, and is very flexible with last-minute requests. His Webflow development skills are rock solid and he has no problems keeping up with the fast pace of early-stage startups."

Carla Nassisi

Growth · Briink

"It has been a pleasure to work with Derrick! He delivered a pixel-perfect website for LLI, which not only looks and performs well but is also very organised and simple to maintain! During the process, he had the patience to clear all the incoming doubts that occurred when we were transitioning from one platform to another, and he not only delivered a great site but also tutorials on how to manage it."

Isabelle Krauze

UX Lead · LLInformatics

"Derrick is a gem of a person and a wealth of knowledge. He was so patient and helpful when explaining the more intricate parts of Webflow and bouncing around different possible solutions. He really knows the ins and outs of Webflow — it's no wonder that he's a certified Webflow Expert! I'm looking forward to the day when I get to work with him again."

Diana Donaldson

CEO · Be Indigo

"Derrick helped us redesign and build our site on Webflow and we couldn't be more pleased with the entire project. Derrick is very easy to communicate with, fast and efficient, and takes time to ask questions and provide suggestions where necessary. He has a great balance of technical and visual knowledge, which helped us build a fast, SEO-optimized site that looks great and is on-brand. Would happily hire Derrick again!"

Eliza Gerland

Strategic Marketer · UFODrive

Karin Young

Psychotherapist · Karin Counselling

Taita Ngetich

CEO · Synnefa

Carla Nassisi

Growth · Briink

Isabelle Krauze

UX Lead · LLInformatics

Diana Donaldson

CEO · Be Indigo

Eliza Gerland

Strategic Marketer · UFODrive

Karin Young

Psychotherapist · Karin Counselling

Taita Ngetich

CEO · Synnefa

Carla Nassisi

Growth · Briink

Isabelle Krauze

UX Lead · LLInformatics

Diana Donaldson

CEO · Be Indigo

Eliza Gerland

Strategic Marketer · UFODrive

Karin Young

Psychotherapist · Karin Counselling

Taita Ngetich

CEO · Synnefa

Carla Nassisi

Growth · Briink

Isabelle Krauze

UX Lead · LLInformatics

Diana Donaldson

CEO · Be Indigo

Eliza Gerland

Strategic Marketer · UFODrive

Have something to build or improve?

Let's talk about it

Tell me which website or app journey matters and where you think people are getting stuck.

hello@derrick.dk

CRO FAQs

Straight answers about evidence, testing, timelines, pricing, and what can actually be promised.

Some clear usability or tracking fixes can ship immediately. Controlled tests need enough traffic and time to be credible. On lower-traffic sites I use interviews, recordings, funnel evidence, and focused releases instead of pretending every change needs an A/B test.

It depends on industry, traffic source, and conversion type. I benchmark against your own trend and comparable businesses, then set a realistic target for the funnel.

No. I guarantee a disciplined process: clean data, written hypotheses, performance-safe variants, and a decision log for every result.

We agree the important customer journey and outcome, check the measurement, study where people struggle, prioritise a change, and decide whether to test it or ship it directly. The outcome and next decision go into a shared learning log.

One-off audits start at £600. Ongoing CRO retainers start at £1,200/month, subject to traffic volume and testing scope.

The stack depends on the question. I use tools such as PostHog or GA4 for journeys, Clarity or session recordings for behaviour, customer interviews for context, and server-side or product experiments when the traffic supports them.

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