Redesigns stall in meetings
Marketing, sales and the founder each want something else. Every round makes the page safer, and what goes live pleases nobody.
Taking on sprints for October
In four weeks we go from a first call to finished, working pages: your homepage, pricing and product pageyour homepage, a collection page and a product pageyour homepage, a service page and your contact page, or whichever pages matter most to you.
Your team brings what it knows about your customers. I bring the research, the conversion framework and the build.
We shape the pages together until everyone is happy with them.
For .
Add a web address, like yourcompany.com or yourcompany.com/pricing.
Add your email, so I can send it back.
It comes straight to me. Within three working days I’ll send back the top of that page, reimagined, with the changes behind it. Free, and no call.
Rather talk first? Set up a call
Page score
2.6/ 5
2.6 before, 4.5 after
Page score
2.3/ 5
2.3 before, 4.6 after
Page score
2.5/ 5
2.5 before, 4.6 after
Page score
2.4/ 5
2.4 before, 4.5 after
Page score
2.5/ 5
2.5 before, 4.4 after
Page score
2.7/ 5
2.7 before, 4.4 after
Page score
2.4/ 5
2.4 before, 4.5 after
Page score
2.2/ 5
2.2 before, 4.4 after
Page score
2.1/ 5
2.1 before, 4.5 after
Why teams hire me
PlusYour team always in the loopFive 90-minute calls, a live link to every page as I build it, and comments answered between calls.
Where I’ve done the workClick a role for its storyTap a role for its story
01Why pages stay stuck
Redesigns stall, tests wait for traffic and reports wait for action, while the page keeps losing the same visitors.
Marketing, sales and the founder each want something else. Every round makes the page safer, and what goes live pleases nobody.
A split test needs hundreds of conversions per version to call a winner. On most B2B sites and smaller shops, that takes months.
A funnel report shows the step where visitors drop out. It can’t show the question nobody answered or the button nobody noticed, so the fix stays a guess.
Sixty pages of opinions, with no evidence and no order. The team reads it once and goes back to guessing.
So I start with a diagnosis. I read each page as a hesitant buyer would, score it on the seven questions every page has to answer and walk your team through what I find. Then we agree on one direction together, and I build it.
02What you get
Nobody has to dig through menus or email you to learn the basics.
I keep the way you talk to customers and cut what’s vague.
I use psychology to choose where every headline, review and button goes.
We go from kickoff to handover in one month. Most redesigns take three.
Everyone gets a say, and the evidence settles the arguments.
Your team joins five calls and gives feedback. Everything else is on me.
A sprint is done when your team is proud of the pages going live.
I only ship pages that make the decision easy for your buyers. They’re fast, they work on every screen, and your developers get clean code to put live.
03How I score pages
I score each page from 0 to 5 on seven categories, one for each question a visitor asks before they act. Behind them sit 30 criteria, the same for every page, yours and your competitors’, so the scores can be compared and tracked over time.
Today 2.6Rebuilt 4.5
The sample homepage above, today and rebuilt.The sample product page above, today and rebuilt.The sample homepage above, today and rebuilt. 0 means missing or harmful, 3 is adequate, 5 is best in class.
4 scoring criteriaThe page picks up where the ad or link left off, speaks the buyer’s language and makes the offer clear at a glance.
Typical findingA homepage about ‘the future of work’, reached from an ad for lead routing software.
5 scoring criteriaProof is specific and named, claims come with numbers, and a buyer can easily find the terms, who they’d be dealing with and what it costs, or how to find out.
Typical finding‘Trusted by thousands’ with no names, quotes or logos anywhere near it.
5 scoring criteriaThe eye knows where to start, each screen asks for one main action and the page is easy to skim.
Typical findingThree buttons of equal weight in the hero, each asking for a different decision.
4 scoring criteriaOutcomes come before features, the result is shown rather than described, and there’s a clear reason to choose you and to act now.
Typical findingA feature list at the top and the actual benefit in paragraph four.
4 scoring criteriaDoubts get answered where they come up, at the form, before the click and at payment, with guarantees and an easy way out.
Typical findingA demo form that asks for a phone number and says nothing about who will call, or when.
5 scoring criteriaGetting it done takes as few steps and fields as possible, pages respond fast, forms and search help, and nobody has to sign up before they’re ready.
Typical findingA checkout that asks for an account before it shows the delivery cost.
3 scoring criteriaEvery action gets instant feedback, and after converting, people get a summary, know what happens now and have somewhere useful to go.
Typical findingA thank-you page after a demo request that leads nowhere.
Scores show where a page is weak. What I fix first depends on what pulls your visitors forward and what holds them back.
04The Conversion Sprint
Here’s what happens each week, where your team joins in and what you have after every step.
Call 1Kickoff and discovery90 min
AlexMarketingFounderSalesDeveloper
What I take away
I go through every key page on desktop and mobile and mark each finding by how much it costs you, usually 40 to 50 across your key pages. Then I sort them into the seven categories and score each one from 0 to 5. The page scores 2.62.72.5 out of 5.
Every idea lands on one board, sorted onto the page it improves: 82 in this example, from the teardown, your competitors, best-in-class sites, your team and your analytics. Each one is scored for impact, confidence and ease, and the strongest leads its page. Nearly all of them go into the first prototype, 71 here, 9 are kept to test later and 2 are dropped.
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Each pin shows what shaped that part
Brought to call 2
Call 2Direction90 min
AlexMarketingFounderSalesDeveloper
Direction agreedWe go through all three together, and the whole team agrees where we’re going before I build it out.
Measured from your site
What changed, and why
R3A headline that names the buyer and the resultS2The product routing a real lead, live, in the heroO3One main button instead of threeT1Ratings and 2,000+ sales teams above the foldSE2Delivery and returns promised before anything elseS2The bedding in every colour, one tap awayT14.8 stars and live orders as proofO3One main button, Shop beddingR3A headline that names the service and the clientC1Booking in three taps, right in the heroO3One main button, Book a free callT1A named client story instead of vague praiseThe agreed prototype, built as working code in your brand, so your team can click through it before anything goes live. Drag the handle, or click anywhere, to compare.
Every page is
On call 3 I present the new pages. Your team comments right on the live link, and every round of changes is live before the next call. Call 4 is the mid-review and call 5 the handover.
A shared definition of success, and access to everything I need to start.
A scored teardown of every key page, also taking your competitors into account, each finding pinned to its screenshot with the fix.
Every idea on one board, scored, with the strongest leading each page. Nearly all of them go into the first prototype, and the rest wait in a backlog for later.
The teardown walked through with your team, a first prototype of every key page, and one direction everyone agrees on at call 2.
The agreed prototype, designed in your brand and built as working code you can click through.
Three rounds of your team’s changes, each one on the live link before the next call.
Finished pages with build notes, all the research, an idea backlog, a measurement plan and a check once it’s live.
RecruiteeGrowth Marketer, CRO focus · 2019–2022 · Amsterdam
Hiring software used by 7,000+ companies, from Marks & Spencer to bunq.
I built the CRO programme from scratch and ran over 300 growth experiments and 75 A/B tests.
Before that, during an internship at FeedbackFruits, my rework of the app store listings lifted inbound leads by 200%.
“Alex is truly, the prototype growth marketer. … Alex is extremely creative in coming up with growth experiments, very efficient in executing, and most importantly, his problem solving skills are unparalleled.”
“Alex was an absolute pleasure to work with. I was always confident that every project or task in his hands would come to a good result. … Thanks to his knowledge of the latest trends in growth marketing and his natural curiosity I could always be sure that our marketing efforts were as optimised as possible.”
“He performed strongly and made meaningful contributions through structured experimentation, analysis, and cross-functional collaboration. He has a strong work ethic, professionalism, and a high level of ownership.”
“We worked together building new productised CRO services for Upraw Media. Alex is very good at zooming out and seeing the bigger picture. … He was able to drive really impressive results for a number of SaaS clients, often going the extra mile to drive a good outcome.”
“Alex brings a strong performance marketing mindset to his work and consistently approaches decisions with data and evidence.”
“Working with Alex has been one of the highlights of my working life. … He’s very good at getting to the heart of an issue and then identifying the smartest solution with clarity and a wealth of expertise.”
“He is certainly a colleague who would go all out to work as an advocate for you … He will be an asset to any organization as he is super passionate about his work.”
05Pricing
Clear prices up front, with the extras listed next to them. You can see how I work on your own site before you pay anything.
1Start here
First look
Free
One page, reimagined
Send me a page and I’ll redesign the top of it, as an image or a short clip. No call and no obligation.
The main engagement
2Your key pages
Conversion Sprint
Regular price €15,000, founding rate €9,750excl. VAT
Founding rate
For my first few clients, in return for a short case study and a quote with your name.
Four weeks and five calls, ending with your three key pages finished.
Plan a sprintHalf when we start, half at handover.
Rather talk first? Set up a call
More pages and services, priced by how complex they are
3After the sprint
A set amount of work every month, planned with you at one review call.
You can stop at the end of any month.
Growth
€5,950a month, excl. VAT
For teams that want to keep improving after the sprint, without making a hire
Every month
Page improvement
Anything up to a complete page, designed and built as working code
Key campaign, analysed
From the creatives to the landing page, with improvements for the whole funnel
A/B tests or growth experiments
Set up and running, each with a hypothesis and the metric that decides it
Competitor check
What your top relevant competitors changed, and what’s worth taking note of
Team calls
I join the meetings where a CRO view helps you decide
Review call, 60 minutes
With a short report on what shipped, what it did to your numbers and what’s next
Questions in between get an answer by email or Slack within two working days. No campaign running one month? I analyse another step of your funnel instead.
Extras, when you need more
Need a different mix? We can also work out a custom package.
Ask about GrowthI run teardowns and sprints under your name for your clients, or join a project as senior CRO support. Talk about a partnership
Putting the pages live, which your developers do with my build notes while I check everything works.
06About
I studied psychology, entrepreneurship, growth hacking and UX design, and I use all four every day to find out why people hesitate and take that reason off the page. Seven years and countless experiments taught me which changes move buyers and which only look good in a design review.
Three times I’ve built a CRO function from scratch, twice in-house and once at an agency alongside its founder, where I worked on more than ten companies’ sites. Now I run conversion sprints and monthly CRO, and I design and build the pages myself, so you deal with one person from the first call to the handover.
Chances are I already know the tools your team uses. Where none fits the job, I build my own solutions with Claude Code.
Experimentation and CRO
Analytics
SEO
Marketing and CRM
Paid ads
Design and CMS
Productivity
AI
Apps I’ve built
I can build the same kinds of tools for teams. On the Growth plan that can include AI automations and internal apps that do the repetitive work for you. Ask about Growth
07Questions
Something else on your mind? Email me or set up a call, and I’ll answer it straight.
An agency redesign usually covers the whole site, takes months and passes through several people. A sprint covers the pages that matter most, every choice traces back to evidence about how your visitors decide, and you work with one senior person from kickoff to handover. What we learn on those pages makes the rest of the site easier.
Yes. You get the finished pages as working HTML, CSS and JavaScript, responsive and tested, with build notes. Your developers or agency put them live on your platform, whether that’s custom code, Webflow, Shopify or WordPress. Once they’re up, I check that everything looks and works as it should.
Yes. Finding what’s wrong on a page doesn’t need traffic. Measuring the fix does, so I match the method to your numbers: an A/B test when you have the volume, a tracked before-and-after when you don’t. I won’t sell you a test your traffic can’t answer.
Your site, your goal and who you sell to. Read-only analytics access helps, and so does anything you’ve heard from customers or on sales calls. Then the people who should shape the pages on the calls, one person to collect feedback, and a developer to put the pages live.
Five calls of about 90 minutes over four weeks, so around seven and a half hours for the people on them: a kickoff, a direction call, the presentation, a mid-review and the handover. Between calls, feedback goes in comments on the live link, whenever it suits you.
If your team needs a little more time to align, that’s part of the deal, at no extra cost. If decisions keep slipping and the sprint stretches by weeks, with a lot of extra work on my side, that extra time costs extra. I’ll always raise it early and agree it with you before it comes to that, and I’m reasonable about it.
A team that’s on board and truly wants change. The people who decide join the calls, share what they know about your customers and stay open to big changes when the evidence points that way.
Without that, you still get the research and working prototypes of your key pages, but the best results come when everyone is aligned and willing to change.
If the timing isn’t right for a full sprint, I can give you the insights on their own at a lower rate: a scored teardown and a ranked list of fixes your team can act on. It costs less, but it’s much less likely to change your business for the better.
That’s what the three rounds of changes are for. Your team comments on the live link and I update the pages before the next call. Because every choice comes with its evidence, disagreements turn into decisions quickly. The sprint is done when your team is proud of what goes live.
No. Results depend on your audience, your offer and your traffic, and anyone who promises a number in advance is guessing. What I do guarantee is the work: the diagnosis, finished pages your team is happy with and an honest way to measure them.
You do. The screenshots, scores, designs and the code of every page are yours to keep, change and build on, with or without me.
Every day, and it’s a big part of how a sprint fits into four weeks. Over the past year I’ve learned to build my own apps with AI, including the research tools I use on every project. They capture pages, sort the evidence and draft first passes. I also use AI to write code and test ideas quickly. With AI handling the repetitive work, I can take on far more than one person could a few years ago, and I want to put that capacity, with my creativity and CRO experience, to work for teams that need it.
I still check every finding against the screenshot myself, and nothing reaches you that I wouldn’t put my name to. I’m happy to sign an NDA before you share anything private.
My first few sprint clients pay €9,750 instead of €15,000. In return I ask for a short case study and a quote with your name and role once the pages are live. If you’d rather stay anonymous, the regular price applies.
For a sprint, half when we start and half at handover. The Growth plan is billed at the start of each month, and you can stop at the end of any month. Invoices are in euros, wherever you’re based, and all prices exclude VAT.
Yes. I can run teardowns and sprints under your name for your clients, or join a project as senior CRO support. We agree scope and rates per project.
08Start here
Pick the page that matters most. I’ll go through it the way your visitors do and show you what I’d change.
Add your website if you have one in mind, and I’ll look at it before we talk.