What I Know

Pulling meaning from multiple data sources simultaneously — GA4 behavioural data, heatmaps, session recordings, and qualitative research — to build a picture no single source could give alone. Used daily at Conversionista for client work.

Structured evaluation of digital experiences against established usability and conversion principles. Applied on live client sites at Conversionista — identifying friction points, prioritising with ICE scoring, and forming testable hypotheses.

Evaluating interfaces through the lens of user behaviour — where people look, click, hesitate, and drop off. Combines quantitative data (scroll maps, click maps) with qualitative insight (usability tests, user interviews).

The cognitive and psychological principles behind how people make decisions online. Applied in CRO work to pinpoint where friction, uncertainty, or poor framing costs conversions.

Used actively in two real commercial settings — at Ellos Group for e-commerce tracking, and at Conversionista for analysing client site behaviour. Comfortable with event tracking, funnel analysis, audience segments, and extracting actionable insight from raw data.

Building dashboards that non-technical stakeholders can actually use — clear, focused, and designed around decisions rather than just data. Built reporting dashboards at Ellos Group for campaign and product performance.

Working knowledge of GTM for implementing tracking without touching code — event triggers, variables, and tag configuration. Actively developing this skill through coursework and hands-on practice.

Understanding of experiment design, statistical significance, and test interpretation. Grounded in the full CRO workflow — from hypothesis formation to reading results — through work at Conversionista. Actively developing practical execution skills.

Analysing user interviews, heatmaps, and session recordings to extract behavioural insights that quantitative data alone can't give. Applied at Conversionista — watching how real users navigate sites, identifying hesitation patterns, and synthesising findings into actionable recommendations.

Turning analysis into a clear narrative that stakeholders can act on. Built multiple client-facing presentations at Conversionista — structuring findings with a logical thread, adapting the frame to the audience, and making data-heavy content scannable and persuasive.