My name is Elise and I am an Optimisation Preacher.

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A Conversion Rate Optimisation and Personalisation Consultant

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 CRO. Using the test and learn mythology I might occasionally fail fast but that helps us learn quickly.

My career began in front-end development but moved to optimisation and then to 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 a whole 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.


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

A/B Test Examples

Articles on Medium

The roles and responsibilities of a conversion rate optimisation consultant

What On Earth Does a Conversion Rate Optimiser Do?

Breaking down the responsibilities of a conversion rate optimiser, or Reasons Why You Should Hire Me. Analytics, strategy, implementation and reporting

Personalisation and recommendations need to be useful to be effective.

Useful Personalisation

Not all Personalisation is created equal. Using real-world examples to demonstrate both 'good' and 'bad' attempts at personalisation, I explain why being 'useful' is the key to success.

A/B Testing is not a holy grail - find out what User Testing is and why you should be doing it

Why you should be User Testing instead of A/B Testing

Recently, whilst discussing a website redesign project, a conversation around A/B testing arose; is it possible to A/B Test a whole page redesign? The answer is 'yes' but this method of validating a new design raises a few red flags for me.

Should you bring your Conversion Rate Optimisation in-house?

Bringing your Conversion Rate Optimisation in-house?

Agencies can be great for producing informative website audits, but when it comes to running a regular test and learn cycle and understanding what’s best for your business, it may be time to hire in-house.

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