Everyone defines success differently, but we all agree that hard work is needed.

The best way to achieve excellence is to love your work so much that you stop calling it to work.

It feels great when people are looking for you to join their team and get advice on…


Conversion Rate Optimization is the process of increasing the number of website visitors who perform the desired action, filling out a form, becoming a customer, or otherwise.

It’s all about getting more conversions and better conversion rates for actions that are important to you.

Optimizing your conversion rate to make…


There are many reasons to run a Google Analytics audit. You may want to audit your analytics implementation, look for opportunities for improvement or set the stage for an SEO campaign or website redesign.

Whatever the reason is, the audit process can provide valuable insights into how your website is…


As a marketer, you always want to increase the amount of money coming into your company.

You can do this by increasing the number of customers or making sure they spend more money with your business.

Businesses are always looking for new ways to market their products and services, creating…


Customer Value Optimization (CVO) is a framework in which a company focuses on increasing the value of its customers as it grows its business.

It’s a process of moving a customer along an increasing value curve.

The goal is to create an incredible customer journey and increase ROI.

When optimizing…


A/B testing is crucial for conversion rate optimization (CRO), but it can be difficult to know where to start.

You might be running A/B tests on your site, but if you aren’t getting the results that you want, it could be for one of many reasons.

Maybe you’re not using…


What is heuristic analysis? Heuristic Analysis is a step-by-step method that helps conversion optimization specialists identify hidden opportunities for increasing conversions on a website.

Heuristic analysis frameworks help conversion optimization specialists perform comprehensive audits of the website and rapidly bring potentially high-value optimizations to the business’s attention.

Heuristic evaluation and…


User research is the process of creating a deeper understanding of customers through direct contact.

By talking with them face to face, you can capture much helpful information that can be used to inform product development.

But conducting user research isn’t always straightforward and easy, so I thought I would…


When you start thinking about optimizing the conversion rate, it’s tempting to fiddle with buttons, forms, and other low-funnel design elements that can trigger or interrupt a sale.

High web traffic is useless if none of the people converts.

Conversion Rate Optimization (CRO) is a broad term that covers several…


Google Analytics 4 is a new kind of property, with different reports than what you’re used to seeing in Universal Analytics properties.

One advantage of a Google Analytics 4 property is that you can use it for a website and an app together.

In this article, I’ll cover the differences…

Christopher Mc Neil

I help people plan, design, and build customer journeys that convert.

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