Selected work
A few examples of how I work on complex buying journeys, drawn mainly from professional education and training.
Professional training · Diagnostic
A substantial live training programme looked like it had problems everywhere. Cross-journey evidence narrowed the useful response to three practical changes rather than a broad rebuild.
Read case studyProfessional training · Sales page
The price and target buyer had moved upmarket, but the sales page had not. After the repositioning, revenue stayed broadly similar despite fewer buyers, with lower running costs and better fit.
Read case studyProfessional education · Launch
The right audience was already present. The useful move was to connect qualification, the event, follow-up and sales page around the same buying decision rather than simply promote harder.
Read case studyIndependent public analysis
I independently reviewed N26's public account-opening and identity-verification journey. I focused on one question: which friction is genuinely necessary, and which uncertainty could have been removed earlier?
Identity verification may be essential. I looked at whether eligible customers were told early enough what would be required, whether device, eligibility and verification conditions were clear before they were already committed to the process, and what happened when the standard path did not apply.
Your journey
The Conversion Journey Diagnostic reviews one important buying journey, the smallest useful evidence set, and the few changes or tests the evidence supports.