MUZAMMIL WAQAR10
Conversion Rate Optimisation
Most conversion rate work is redecoration with a dashboard attached — button colours, a new headline, a test called after nine days because the line went up. I start with research: session recordings, funnel drop-off and the words your customers actually use. Then hypotheses with a success threshold agreed before the test runs, and sample sizes large enough to reach it.
What you get
DELIVERABLES
- Conversion research pack — session recordings, funnel drop-off analysis and on-site survey responses
- Customer language audit pulled from reviews, support tickets and sales call notes
- Prioritised hypothesis backlog with expected lift, build effort and required sample size per test
- Test specifications — variant wireframes, single success metric and a pre-agreed significance threshold
- Built and QA'd variants deployed in your testing tool, or a GA4-based setup if you have none
- Per-test readout stating win, loss or inconclusive, with the reasoning kept on record
- Quarterly learnings library — what your audience responds to, carried into ad creative and email
How it runs
THE PROCESS
Research
Two to three weeks of session recordings, funnel analysis and customer language before a single variant is built. Most of the wins are found here, not invented later.
Hypothesis
Each test is written as a claim with a number attached: what changes, for whom, and the lift threshold that counts as a win — agreed before anything goes live.
Significance
Tests run to a pre-calculated sample size, not to a deadline or a hunch. If the window needed is longer than the traffic allows, the test is too small to be worth running.
Compound
Winners ship, losers are documented with the reason, and inconclusive is reported as inconclusive. The learnings library feeds the next round and your ad creative.
Questions
GOOD QUESTIONS
A redesign is one large untested bet, and when the numbers move afterwards you will not know which part moved them. Testing breaks the same work into changes you can attribute. If the site is genuinely broken — slow, unusable on mobile, no clear offer — fix that first and start testing after. I will say so rather than sell you tests.
The tool is the cheap part. The expensive part is choosing what to test, sizing it so the result means something, and refusing to call a win on day six. If someone on your team will own the research and the statistics properly, run it in-house — I would rather train them once than bill you monthly.
Research takes two to three weeks. The first test usually reads out four to six weeks in, and roughly one in three tests wins — that is normal, not failure. The compounding across a quarter is where it pays. If you need a number to move this month, media buying or a pricing change moves faster than testing does.
Some will not. I report an inconclusive result as inconclusive rather than dressing it up, and a losing test still removes a belief that was costing you money. What I will not do is keep a programme running on a site without the traffic to produce readable results. In that case I will tell you to stop.
Tracking first, every time. Testing on measurement you cannot trust produces confident nonsense. If GA4 or your checkout events are unreliable, that is a three to five week fix and it belongs before any test. Plenty of clients do both — tracking rebuilt, then testing starts on numbers that reconcile.
Enquire
START WITH Conversion Rate Optimisation
Tell me what you’re working on. I read every enquiry personally and reply within one business day — including the ones I turn down.
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