Funnels that pull weight.

Screen sales enquiries before booking calls so the team can focus on work it can deliver.

A customer who pays for a year of software gives the seller cash before the seller has finished the work. That cash can fund the company. The customer still needs the installation, the support and the result they bought, and a refund promise creates another obligation the seller has to fund. Those obligations determine whether the offer works.

A premium menswear brand was sending cold traffic toward $400 to $500 jeans. My CRO work changed the entry offer to a keychain, introduced the jeans along the page, and brought them together in a bundle. The experiment concerned how a stranger became a customer, including what happened at checkout. A different hero image would've left that purchase decision intact.

Landing page planning starts with the visitor and offer. Marketers can check the first phone screen against the promise that brought someone there.

Conversion funnel design connects buyer research to page decisions for marketers. Keep customer quotations beside each proposed change and its expected result.

Consider a customer who buys a product and then receives another email asking them to buy the same product. The automation kept its schedule. The customer moved on.

Paid acquisition tests need a purchase target, cost ceiling and stopping rule. Business owners can use delivery costs to judge whether another test is affordable.

Social media planning connects publishers' posts with articles and voluntary subscriptions. Each post should still help readers who never follow its link.