Services Overview
I’ll do work with you. I won’t do everything for you. It’s a joint effort.
Consulting
I’ll do all of the work for you and deliver results wrapped up with a bow.
Execution
Training & Workshops
I’ll give you the knowledge to achieve results on your own.
All project scopes and pricing are customized to your needs.
This always gives the best outcomes for my clients.
My Areas of Expertise
Tree testing
Heuristic analysis
Competitor analysis
Analytics data analysis
Funnel analysis
Form analysis
Knowledge management
Social media research
User testing
Message testing
Polls
Surveys
Customer interviews
Journey mapping
Session recordings
Card sorting
Metric strategy
Landing page optimization
Test ideation
Test mockups & wireframes
Test planning
Hypothesis creation
Prioritization
Results analysis
CRO program management
Governance
Culture
CRO program audits
Testing roadmaps
CRO hiring
Vendor selection & management
Understand. Make Changes. Validate. Repeat.
I Won’t B.S. You
Not all agencies and freelancers are equal. Assess your options.
Measure success using metrics that actually matter
People in the industry frequently disagree on this topic. Some people are okay to use “vanity” metrics as primary performance metrics. Others, like myself, refuse to do so because anyone who cares about the bottom line doesn’t give a crap about increased funnel entries or pageviews. They care about bottom line metrics like transactions, renewals, and leads. If a company demands vanity metrics, that’s usually indicative of culture issues and/or knowledge gaps.
ROI models are arbitrary
Many people will use their version of an ROI model to make clients happy or boost their marketing (or at least they think that’s what it’s doing). Anytime I have ever asked anyone about the legitimacy of their model, everyone ALWAYS agrees behind the scenes that they’re B.S. Seriously, every time. If a company demands these, that’s usually indicative of culture issues and/or knowledge gaps. Regarding tests, the only time revenue effects are valid are from when a test was live.
Guarantees and forecasts aren’t possible
Guarantees in this work are simply not possible. Neither are forecasts. Both are like the ROI models. If you ever get either of these, they’re made up, and you should not use them. Again, anyone that uses these does it to make their clients happier (albeit it’s likely temporary) or boost their marketing (or so they think). If a company demands these, that’s usually indicative of culture issues and/or knowledge gaps.
“Haley has done fantastic work for RS Group’s experimentation program in the Americas. She is an absolute pleasure to work with. It’s not often that you find a partner who can dig into the numbers to find real data-backed insights. It’s even rarer when that same partner has the grace and communication skills to facilitate real cultural change.
Haley has helped RS Group find and prioritize the biggest opportunities for value from experimentation. Specifically, she helped us build processes around experimentation including a prioritization framework for incoming experiment ideas. She also helped our company build out an ideation process that generates tactical solutions backed by data driven strategies. With her help we’re able to write more effective hypotheses which test user experiences that drive measurable value.”
Nathan Hess
RS Group, Web Optimization Manager
Partners
Note: I am tool agnostic and can work with whatever tool stack you have.