Convert. The field manual for CRO.

What's inside.

• 01
  Foundations: understanding the context

  The four main levers that affect the way users buy. Validation, branding, traffic, websites. The conversion formula that ties them together.
• 02
  Value proposition, positioning and messaging

  How alignment between what you offer, who it's for and how you say it drives conversion.
• 03
  The offer

  Black-and-white scenarios. Pricing logic and anchoring after the initial sale.
• 04
  Traffic acquisition

  The new landscape, the white-room model, and the multiple paths users take to find you.
• 05
  Funnels & customer journeys

  Mapping intent. From linear funnels to journeys. The new and proposed funnel.
• 06
  Landing page optimisation

  Context first, then process, then sections. What about the copy?
• 07
  Design: putting together solid web pages

  Section order, visual hierarchy, and the tear-down step that catches what the build missed.
• 08
  Web analytics

  GA + funnels with a clear purpose. GA4. Attribution: the forbidden word.
• 09
  Website platforms: what to choose

  WordPress, Shopify, custom builds, and when you actually need a new website.
• 10
  Testing: bias gets in the way of growth

  Why we test, what tests to run, data-driven vs feedback-driven, and the question of weight.
• 11
  Research: our marketing compass

  Heuristic, technical, GA, mouse tracking, user testing, exit polls, surveys. Turning information into action.
• 12
  In the pursuit of growth

  Margins, value as a key driver, and how the levers compound over time.