Driving Revenue Growth for Health & Beauty Brands with Conversion Rate Optimisation (CRO) | Founder @ GlowRate | ex-Next PLC | Software Developer
I worked in CRO at a £5 billion+ brand. What I learned changed how I optimise websites completely ↴ Most people think CRO = conversion rate. But at enterprise level? That’s just one piece of the puzzle. Here’s what I learned ↓ 1. Data is everything ↴ I learned quickly that numbers had to drive every decision. No guesswork. No “I think this looks better.” If something couldn’t be measured, it wasn’t worth testing. If the data didn’t back it up, it wasn’t worth rolling out. That discipline completely changed how I approach optimisation today. ⸻ 2. Business strategy beats following trends ↴ Another big lesson: not every trend is worth chasing. It’s easy to see competitors launch something new and feel pressure to copy. But I realised the real question is always: → Does it align with the bigger strategy? → Does it solve a real customer problem? → Does the data suggest it’ll move the needle? Chasing trends without strategy is how budgets get wasted. ⸻ 3. Conversion rate isn’t the only metric that matters ↴ A 5% conversion rate doesn’t count if: → Returns are 40% → AOV is dropping → Customers never come back What really matters is the full picture: → Basket size → Repeat purchase rate → Customer lifetime value Sustainable growth isn’t just about more sales. It’s about the right sales. ⸻ 4. Best practices differ by category ↴ Some categories see more desktop research before purchase, others are pure mobile impulse buys For certain products, strong imagery outperforms copy There’s no one-size-fits-all. The key is understanding how your customers make decisions and optimising for that. — Because here’s the thing: You don’t need £5B in revenue to benefit from proper CRO. You just need someone who knows how it actually works. I’ve run 50+ tests. 5+ years in e-commerce Trained software engineer. Business degree. I understand strategy, not just tactics. And now I help health, wellness & beauty brands apply enterprise-level thinking Without the enterprise budget or in-house team. Smart optimisation isn’t about traffic volume. It’s about knowing what to test, when to test it, and why it matters.
I think not chasing every single trend is so so important ? Because I've seen people who hop on a trend that isn't even their vibe just for the sake of it. And that leads to ruining credibility instead of winning it. Hannah Chapman
I really link this approach. Hannah , I'm curious about which metric change typically predict the highest long terms ROI first?
So refreshing to hear someone talk about CRO beyond button colors and headline tests. This is the strategy layer most people skip.
Simon Peat
3w
I think many miss no's 1 and 3 completely. In fact I had another case the other day..."oh we're not going to look at data, we're just going to make changes" 🙄
I still don't understand why some brands ignore certain data & reports. You need these things to optimize your business growth better Without them, you'd just be moving blindly
Exactly, true CRO isn’t just about boosting conversion rates. It’s about aligning tests with strategy, measuring the full customer journey & optimizing for long-term value, not just short-term wins. Thanks for sharing this Hannah Chapman
This is gold Hannah. Too many brands obsess over ‘conversion rate’ in isolation and forget about profitability + retention.
Data over vibes every single time
Data is so important!!! And yet it’s one thing I believe brands really neglect! Yes to everything here 👏👏👏
Driving Revenue Growth for Health & Beauty Brands with Conversion Rate Optimisation (CRO) | Founder @ GlowRate | ex-Next PLC | Software Developer
3w📌 Biggest lesson is that CRO is never just about conversion rate!