Dash of CX

I provide Experimentation (CRO) and User Research Services for online stores. 
As a freelancer, I collaborate with both brands, and agencies.

Overall, I have 10+ years in Data, UX & CRO, and clients have rated my services with a global top 1% score (NPS 75).

▪️ After getting fully booked up in 2022, I now partner with CRO Research specialist Laura Algo. As a freelancing duo, we have extra skills, creativity and time to service clients. 
▪️ We love to help purpose-driven eCommerce stores learn and grow with CRO/Experimentation and User Research.


--- Results: 
▪️ Recently a CRO program that we run drove +multi-million euros in additional revenue for our client, a ROI of around 19:1.

---  Featured in the Industry:
▪️ Published content on Hotjar & Convert.com 
▪️ Talked at industry events: 
VWO
Experiment Nation
MeasureCamp London
Conversion Rate Conference 

👉 Book a chat to discuss your CRO project here: https://calendly.com/dashofcx/30min

Freelancer / CRO Specialist for eCommerce

I've mentored a few CRO Specialists, upskilling them on all areas of CRO such as:
▪️ How to launch and run successful CRO programs, with stakeholder engagement
▪️ How to get the most out of User Research, and apply learnings
▪️ How to do strategic CRO and get trustworthy results
▪️ How to do CRO efficiently (with automation) and avoid mistakes

CRO Mentor

Loop Earplugs

• Collaborating on the CRO program, to bolster the company's award-winning growth
• In 2024, the CRO team won the gold Best in Test award, from Guess the Test

Freelance CRO Researcher/Speciliast

ELLOS GROUP

Co-running the CRO Programs for the eCommerce group, including Ellos.se 
💹 Produced strong ROI from the optimization program within 6 months, approx 19:1 ROI
📒 CRO tests uncovered over 15 key insights in the first 6 months
✔️ A/B test ideation, planning, launch, analysis (Adobe Analytics & Adobe Target)
✔️ Maintaining a knowledgebase of user research and CRO test-insights (Airtable)
✔️ CRO activities are driving significant uplifts in Revenue Per Visit

CRO Consultant

COMBO!

- Providing Conversion Optimisation and User Research services for Combo! agency.

Freelance CRO Consultant

Perk Clothing

Leading the CRO Program for US apparel brand, perkclothing.com
🔬 Ensure tests are user-focused, strategic and trustworthy: enabling high win-rates
🎯 Defined 6 CRO Strategy Themes - based on CRO Research
👨‍💻 Log key site updates to improve UX

📒 Multiple research sources have produced over 100 insights logged in 9 months - powering the CRO program

Freelance CRO & User Research

Exceptional Web

💬 Client Testimonial:

"The team is amazing. Delycia and Chris took care of everything and walked me through reviews of A/B tests, gathered feedback from customers, and presented theories that we could explore to create even better experiences that were more lucrative for us.

The best part was that our brand was always respected and our customers were never inconvenienced. You guys had a touch that made me confident I could trust that you were genuinely part of our team and not just working for us." 
- Jason Wieland, Co-Founder, ILNP Cosmetics Inc

White-labelled CRO for digital agency

Fabric Behavior Design

Consulting on experimentation process and design.

Experimentation Consultant

Oddit

Provided UX & CRO advice for the Oddit Newsletter, and Oddit's private Slack Club for entrepreneurs.
Helped DTC brands grow in a customer-centric way, and avoid the traps of hacks and guessing. 

Here's some feedback I received:

-  "Thanks, that's epic feedback!"
-  "Legend! Thanks so much for all of this."
- "Really appreciate all the information here. You are a star."

☝️Above: Feedback from eComm managers and founders.

UX & CRO Consultant

Spacer.com.au

Conversion Rate Optimization and UX guidance for Spacer.com, and Parkhound.com.au
✔️ Helping my client find valuable insights for their business and run a CRO program
✔️ Subject-matter expert for web analytics, UX and experimentation (Google Analytics/Optimize)

Optimisation Consultant

ILNP Cosmetics

Conversion Rate Optimization and User Research activities for a popular indie nail polish store ilnp.com
👉 Colab Highlights: 10+ Research Projects, Dozens of usability and test opportunities uncovered
✔️ A/B testing ideation, planning, launch, analysis (Google Optimize & Airtable)
✔️ Helped bring stakeholders closer to the customers and provided dozens of actionable insights 
✔️ The most successful test lifted conversions by +28%

Conversion Rate Optimization & User Research

eCommerce CRO & User Research - Freelance / Consultant

We're two specialists providing CRO & UX solutions for eCommerce stores.

▪️ 7+ years of experience providing CRO & UX services (freelance since 2020)
▪️ 12+ years of experience uncovering value from Data/UX
▪️ Rated Top 20 CRO to meet - by Experiment Nation

I partner with CRO Specialist Laura Algo.
As a duo, we have extra skills, creativity and time to service clients.
We love to help purpose-driven eCommerce stores learn and grow with CRO/Experimentation and User Research.

Since 2017 my clients have added millions in additional revenue to their bottom line, thanks to strategic CRO & UX
• Clients I've worked with include:
   Loop Earplugs, Casper Mattresses, The Open University, Ellos, Jotex, Perk, Ford, Jimmy Choo, Microsoft Surface

Featured in the industry:

🟪 ConversionWise - Podcast - Advanced CRO Techniques:
  https://www.youtube.com/watch?v=hzUkOUmrIfY
🟪 Hotjar - UX Guide
  https://www.hotjar.com/website-problems/ux/
🟪 VWO - Webinar: I Added +$3M to Client Revenue With CRO & UX
   https://vwo.com/webinars/million-client-revenue-with-cro/
🟪 Convert.com - Shopify Image Optimization Guide
   https://www.convert.com/blog/shopify-conversion-optimization/shopify-image-optimization-guide/
🟪 Experiment Nation - 7 tips for CRO Program Success
   https://www.youtube.com/watch?v=-O3nMGJmuaQ
🟪 Fresh Egg - The Six Steps of Running a Successful CRO Campaign
     https://www.freshegg.co.uk/blog/conversion-services/the-six-steps-of-running-a-successful-cro-campaign/
🟪 Lessons From 17 CRO Experts:
https://www.omniconvert.com/blog/lessons-from-cro-experts/
🟪 Top 20 CRO to meet
https://experimentnation.com/2022/11/26/the-top-20-must-meet-cros-of-2022/

📊 Results
▪️ Recently, a CRO program that we co-run drove +multi-million euros in additional revenue for our client, an ROI of around 19:1.

🎤 Spoken at industry events
  VWO
  Experiment Nation
  MeasureCamp London
  ConversionWise
  Conversion Rate Conference

⭐ My Values 
Learning, Creativity, and Integrity

Chris Marsh

MILD FRENZY LIMITED

Establish and execute experimentation programs and research processes. Provide training and coaching to team members in experimentation, statistics, and analytics, often using comics to communicate important ideas and information.

Create automation tools utilising AI (with Python and langchain) to enhance efficiency and minimise friction across the experiment program. 

Conduct site architecture and data collection audits, and implement fixes to ensure accuracy of experiments.

Participate in user research and ideation and either develop experiments or facilitate the development of experiments.

Analyse experiments and experimentation programs, embed decision-making processes using statistics and data dashboards and communicate with stakeholders.

Co-host Treachery of Data and also Conversion World, sharing industry knowledge and talking through specific industry topics and issues. 

Companies include: Eventbrite, BBC Maestro, Simpson Millar, Turing Labs, and more.

Experimentation Consultant/Freelance

Turing Labs Inc. 

Run user research and design applications

Experimentation and user experience consultant

Trainline

Develop an end-to-end optimisation process that all teams in the company can follow. The goal: make Trainline a test-driven company and equip all teams with all the necessary skills to run their own optimisation programs effectively.

To that end responsibilities were to document and maintain a set of processes and procedures as wiki documents and training videos; create templates aimed to speed up and standardise experiment builds; and conduct training sessions and one-to-one consultations where necessary. My remit covered developers, product owners, designers and analysts.

Overall this resulted in an approximately five-fold increase in test launches from the previous year. Velocity continuously increases as more teams become ready to test on new technology platforms. This is while maintaining a decent win rate. 

I oversaw projects to move the statistical methodologies to bayes, specifically expected loss (aimed at speeding up analysis and making stats more accessible), and also projects to develop inhouse analytics dashboards to make experiment reads more available. 

Overall this reduced the average runtime of experiments as analysts were more confident in reading tests.

Optimisation Manager/Head of Optimisation

Develop optimisation process to increase volume of optimisation experiments. 
Analysis of tests to develop new test ideas. 
Co-manage a backlog of experiments
Conduct training for development, analysis, and statistics
Co-manage a team of designers and developers to build and launch experiments 
Develop test process for technical migration

Conversion Optimisation Specialist

SiteSpect, Inc.

Develop Conversion Optimisation tests for a range of companies from Asda, Trainline, to Confused.com. Also, providing support and training on optimisation test development and analytics.

Advance Solutions Engineer at SiteSpect

Freelance contractor

I provide a range of services for various companies - including start-ups, schools, colleges and corporates. My specialities are: consultancy and development of A/B and multivariate testing (for Trainline); usability and user experience (consultancy as well as the creation of wireframes and designs); and consultancy on accessibility and design.

I have also developed front-end builds according web standards using HTML, CSS (with SASS and LESS) and javascript (including jQuery and knockout libraries) and set up work flows for future UI developers to follow - this usually involves cleaning up existing CSS and setting up SASS-based environment along with a taskrunner like gulp.

Freelance Conversion Optimisation and Front End Development

TheTrainline

HTML, JavaScript, stylesheets and front-end standards; including accessibility and technical design; and ensure all front end web developments meet Trainline’s design standards, including usability, brand and accessibility standards (in line with PAS 78).

A key contributor to process and user interface designs, taking business requirements and proposing appropriate solutions in the form of wireframes and page designs. These based on applying usability, accessibility, design styles, and ensuring we make good use of technology available (e.g. AJAX) whilst not using it for the sake of it.

Act as thetrainline’s ambassador for Train Operator Company clients (eg. Virgin Trains, Cross Country etc.) and their design agencies, advising on how best to implement sites within Trainline’s framework.

To assist Thoughtworks and the Development team develop sites on the new Tracs3 platform, from initial UI architecture and design through to implementation and provide quality assurance on all new front end developments to ensure they meet agreed standards on code quality. (white labels, XHTML etc)

Design and code front end web developments for new prototype products using HTML, CSS and JS. Consult with and assist in the coding of marketing related web and e-mail developments.

Ongoing training and knowledge transfer of HTML, CSS, JS, standards and Accessibility.

Manage technical design team, including temporary design staff when needed.

Senior Technical Designer

The Trainline.com

Own HTML, JavaScript, stylesheets and front-end standards and coding issues; including accessibility and technical design; and ensure all front end web developments meet Trainline’s design standards, including usability, brand and accessibility standards (in line with PAS 78).
 
A key contributor to process and user interface designs, taking business requirements and proposing appropriate solutions in the form of wireframes and page designs. These based on applying usability,accessibility, design styles, and ensuring we make good use of technology available (e.g. AJAX) whilst not using it for the sake of it.

Act as thetrainline’s ambassador for Train Operator Company clients (eg. Virgin Trains, Cross Country etc.) and their design agencies, advising on how best to implement sites within Trainline’s framework.
 
To assist Thoughtworks and the Development team develop sites on the new Tracs3 platform, from initial UI architecture and design through to implementation and provide quality assurance on all new front end developments to ensure they meet agreed standards on code quality. (white labels, XHTML etc)
 
Design and code front end web developments for new prototype products using HTML, CSS and JS. Consult with and assist in the coding of marketing related web and e-mail developments.
 
Ongoing training and knowledge transfer of HTML, CSS, JS, standards and Accessibility.

Manage technical design team, including temporary design staff when needed.

Technical Designer

Freelance

Work as Designer, Front-end developer and consultant for a range of clients from housing development and estate agent firms (such as Knight Frank) to New Media, Design and Advertising agencies (such as FourGritti) and the Education Sector (Yorkshire Coast College, BDP Media).

Work included: 
Designing and developing Flash based marketing and games for CD-ROM and the web, using Flash and Actionscript 1 and 2 (OOP). 

Consulting on the design and development of User interfaces for the web and CDROMs.

Designing and developing front-end Interfaces for websites and CDROMs using Photoshop, Illustrator, Dreamweaver, Notepad, BBEdit.

Liaising with clients extensively on project needs.

Project managing and training (teams of multi-media students) for front-end web design, development and maintenance; and CDROM design and development. This also involved filming interviews and events to collect footage.

Web Designer, consultant, Front-end developer, Flash Designer/developer

Yorkshire Coast College

Teaching Web Design and Development to BTEC National Diploma students.
Running weekend workshops in Web Design and Development

Teacher and lecturer

Perception DM

* Designed and developed Flash Web Site for Priestman Goode
    * Designed and developed Flash (with Generator) Applications for Awards Sites (2000, 2001 and 2002) for Cisco
    * Designed and developed Flash animations for company presentations
    * Designed and developed Flash animations and presentations for Apple and Cisco
    * Developed Flash Viral Campaigns for the company. Including a Flash Game with OOP ActionScripting
    * Developed Flash and XML Based ‘Christmas Want List’ Viral Campaign for the Company
    * Provided training in Flash for staff of the company
    * Edited and compressed video for web streaming using Adobe Premier and Media Cleaner
    * Designed and developed HTML and CSS based websites

Web Designer and Front-End Developer

CRO Tales | Experimentation Consultant & Coach or "Co-pilot" | Treachery of Data Podcast co-founder

With over 20 years of expertise in UX design, development, data, and optimisation, I can help you improve the quality and velocity of your experiment programs. Whether providing training to existing teams or executing an experiment program myself, researching, ideating, developing experiments, and analysing experiments.  

My approach at organisations with existing programs is to start with auditing existing processes, shadowing teams, assessing technical tooling and site architecture. I analyse data quality issues and implement solutions, leveraging Python to develop tools to automations to reduce friction points and improve processes.

For those seeking a comprehensive solution, I conduct site-wide audits encompassing site analytics, qualitative research, and more. I have also developed my own user review and text-mining application, utilizing AI to extract valuable insights from user feedback and reviews, thereby aiding in product improvement and experiment backlog development.

I was previously the Head of Experimentation at Trainline, where I set up and led the experiment program. I've also helped build experiments and run programs at BBC Maestro, Simpson Millar, Eventbrite, and more.

I'm the author of the "CRO Tales" comic series on LinkedIn; co-host of the "Treachery of Data" YouTube/podcast; and co-host of the Conversion World Roundtable, where we deep-dive into industry topics. 

I'm also a self-published comics creator and graphic novelist (see https://iqbala.com for details).

As an independent consultant, I offer my services to startups, medium-sized enterprises, and large corporations. With my end-to-end experience in experimentation, I'm ready to help.

taplio

The Battle

Chris Marsh

Iqbal Ali

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