core skills- Optimisation

Optimisation is about having your fingers on every pulse

Existing product or service? Just launched, the jobs not over; now comes the hard part which is keeping ahead of the curve and making sure that what you’ve got is working for the masses.

This is where analysis of qualitative and quantitative data comes in. All this enables you to make informed decisions on the next steps in the product lifecycle.


Do you already have a product? Yep? Then great, the groundworks ready. Delving into the troughs of your data will show some easy (and some not so easy) ways to increase your conversion, and then keep those customers coming back for more!

Many people think they understand data; looking at Google Analytics (GA) and pinpointing where something is going wrong, but it’s not as simple as that. You have to look beyond the data and to do this; you need a deep understanding of user behaviour across differing demographics.


Someone who works on digital products, and who say they get it right the first time are liars!

Every project is as unique as the next, differing demographics, platforms, goals and objectives all change rapidly, staying ahead of the curve allows you to stay ahead of your competitors.

I have spent much of my career, making sure that the right tracking and foresight be implemented to monitor and analyse the data coming back, so we know when we have succeeded or failed.

Using a myriad of off the shelf and internal products coupled with expertise in human interaction design and psychology, I can foresee issues before they become a problem that affects your profit.

A selection of methodologies

Every project is different, below are a selection of methodologies I use to get you your results, what I use depends entirely on the demographic of your user base, your budgets and time constraints. 


Analytics, or quantitative data, if you want to sound clever, is the numbers, the page visits, the bounces, the how many, the how long. When analysed correctly this data shows gaps in your product, shows where to focus further investigative techniques.


Heat, rage, click; scroll mapping shows user behaviour or the qualitative data. Looking closely at this data shows patterns of behaviour and can pinpoint where to make improvements.

Funnel analysis

Funnel analysis allows us to know where people are dropping off and using other tools, understand why they’re dropping off – from the homepage to purchase or download it’s all trackable.

Multivariate testing

Multivariate testing or A/B testing as it’s commonly known, allows us to test several different iterations of the same designs to work out which works better for your users.

Screen Recording

Record your users as they browse through your site. Don’t worry though, all personally identifiable information is hidden so you’re not breaching GDPR or any other data law.

Form Analysis

You would be surprised at the dropout rate on forms as a result of something so simple. Let’s say you had 1000 people to your site and 1% dropped off. Just think of the leads you would lose. Form analysis allows us to monitor every field.

System Usability Scale

The system usability scale or SUS serves two purposes. One is to understand if there are any issues with your product and the second is to create a benchmark for any future changes we make.

Site Audit

A site audit looks at your site as a whole. Are there any broken links? Are there areas of the site that aren’t linked? Is the sitemap up to date? Are keywords, and all your H1’s in place?

Usability Testing

Usability testing should not end during the design phase. The world changes, technology changes and the way people or consumers move around sites changes. So, it is important that regular user testing is undertaken to ensure that your product is performing in the manner it should be.

MI Analysis

MI or management information looks at data from across the company, checking call logs, speaking with customer support, going through reviews and app store logs to see when and where the problems are occurring.

Heuristic Evaluation

A heuristic evaluation is a process of taking a fine-tooth comb to your product or service and benchmarking it against a list of industry standards. By doing this you can see areas of improvement that are needed and set about making those changes accordingly.

Competitor Analysis

Your competitors don’t stay still and neither should you and I would recommend checking out your competitors at least once a month, if not more, to understand the moves they’re making. Some competitors aren’t so obvious – did you know sweet manufacturers didn’t understand why sweet sales were down in the 90’s? The culprit – football stickers. Interesting.

Ready for liftoff?

Are you ready for a chat? Get in touch below, if not, why not check out other areas of the site, in the meantime scroll down for some flattery from previous colleagues.

I mean it’s on the internet so it must be true (source: LinkedIn)


See the work for yourself.

I mean don’t take my word for it, check out the work in the portfolio section and let me know what you think. Just click on one of the images to go straight there

If there’s else, you need to know that you think I have missed out, please get in touch. Problems with the site? That’s on me – I’m no web designer, but I try my best.

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