Digital experience · CRO · AI testing
The funnel does not end at the click.
I connect acquisition strategy to the website experience: the intent people arrive with, the friction they meet, and the action the business needs them to take.
to outcome
A better website journey lifted engagement by 32%.
Context
Ealing, Hammersmith & West London College needed a digital experience that made its offer easier to understand and act on.
What I owned
Led the website redesign and aligned senior stakeholders around the experience, content structure and governance.
Strategy & execution
Used performance insight to improve UX, content and information architecture around user needs. Reworked the site structure and content journey; put governance in place so the experience could keep improving after launch.
Result
Engagement increased 32%.
Clear direction.Intent → information → action
Hertz AI Max test: prove the lift, then scale.
A controlled UK Search experiment delivered 113% more conversion value and 123% more conversions versus business as usual, with a 1% difference in ROAS.
Next conversation
Let’s talk about the growth problem you need to solve.
Strategy, execution and commercial accountability — in the same conversation.