My name is Elise and I am an Optimisation Preacher.

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I specialise in Conversion Rate Optimisation and CRO Development.

Since my first taste of A/B testing 4 years ago, I've been using my background as a front-end developer and data nut to spread the gospel of optimisation. Using the test and learn mythology I might occasionally fail fast but that helps us learn quickly.

Optimisation testing goes hand-in-hand with audience segmentation and personalisation. This is where things get really interesting and I love digging into big data, pulling out the useful stuff and giving customers the website experience that they didn't even realise they needed. Personalisation is the future of the web and a great way to maximise not only conversion but also customer experience and retention.

Getting inside the head of your customers I have experiece with various tools. This includes delving into analytics to find funnel pitfalls, user testing to discover audience preferences early on, and on-site & e-mail surveying to find out what can be improved.

My career began in front-end development but moved to optimisation and onto analytics, roadmapping and managing the whole CRO process. My freelance experience has given me the necessary skills to tackle bigger projects and with my technical skills I know exactly what can be accomplished using A/B testing tools, and I know that we can accomplish an awful lot.

My Skills


Using existing analytics and user feedback, I identify problem areas, discuss a strategy & put in place a testing roadmap.


Based on the current look & feel of your website, I can design A/B tests to be either subtle or disruptive to get results fast.


My coding background means I know what can be achieved technically. I build and QA tests using an agile methodology.


Optimisation tools and analytics software give us data. I can interpret them into easy to understand results so we learn quickly.