Consulting

More revenue from the traffic you already have.

I help improve what happens after someone lands on your site: pricing, signup, trials, checkout, onboarding and retention.

Let's talk

The signup is only part of the job.

A higher signup rate is useful, but it doesn't tell you whether people become customers or stick around.

I review the journey from the first visit through purchase, onboarding and renewal. Depending on the business, the opportunity might be a clearer pricing page, a better trial experience, a simpler checkout or more useful follow-up.

What I do

Pricing and packaging

Review plan structure, feature packaging, pricing, and how options are presented to customers.

Plan structure and defaults: which plan you lead with, and which one most buyers should choose.
Add-ons and upgrades: how the options are presented, and where expansion revenue might come from.

Trials and demo requests

Review signup requirements, trial length, product guidance, demo forms and follow-up. Identify where interested users get stuck.

Trial length and requirements: card up front or not, how long, and what's gated.
Activation: the few actions that tend to predict a paying customer, and how to help people reach them.
Demo follow-up: how quickly a demo request reaches a person.

Checkout

Look for confusing steps, unnecessary fields, payment failures and unclear costs that prevent purchases.

Payment failures and 3DS (the extra bank verification step that can quietly stop card payments), by region and card type.
Discounts and upgrade paths that help close a sale without teaching buyers to wait for a coupon.

Onboarding and lifecycle

Improve the first steps, product guidance and emails that help customers get value and know what to do next.

The first steps: what new customers see, understand, and do.
Lifecycle email triggered by behaviour, not by a calendar.
Cart abandonment and winback for people who almost bought.

Retention

Review cancellation reasons, payment recovery, renewal communications and opportunities to address avoidable churn.

Cancel flows that reflect why customers leave at different stages.
Dunning (recovering failed payments before they turn into churn).
Clear refund policies and a review of recurring refund reasons.

How I test: before a test launches, we agree on what we're trying to improve, how we'll measure it and when we'll make a decision. A higher conversion rate isn't a win if it leads to lower-value customers or more cancellations.

What the work usually includes

It usually starts with a 30-minute conversation. From there, the work tends to include:

Review the journey
From first visit through purchase and retention.
Prioritize improvements
Ranked by what's at stake, each with a clear way to measure it.
Test and measure
Built with your team and read against revenue, not just conversion rate.
Roll out useful changes
Documented and handed over, so the team can keep going.

Questions people ask

Do you work with SaaS, ecommerce or lead generation businesses?

All three. I'm strongest in SaaS and subscription businesses, where conversion keeps going long after the first payment.

Can you help implement and run tests?

Yes. I design, prioritize and analyze tests, and review each one before it launches. The builds usually run through your team or your testing tool.

What if we don't have enough traffic for A/B testing?

Then we don't force it. Some problems are clear enough to fix without a test, and others can be checked with customer research, session recordings or a careful before-and-after comparison.

Can you help with pricing and packaging?

Yes: packaging, defaults and the rollout of a price change, including how to tell existing customers.

Getting visitors, but not enough customers?

Let's look at where people get stuck and what's worth improving.