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Conversion optimizationPeople visit and don’t buy.

Traffic is arriving and some of it is interested. Somewhere between the landing page and the confirmation screen, interested people stop. I find the step, work out why they stop there, redesign it, and test the new version against the old one.

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Where it shows up

What a project covers

A diagnosis
An annotated review of the landing page, plan selection and purchase flow, using your funnel data, session recordings and the screens themselves. You get a written list of where people stop and what is most likely stopping them, in priority order.
The redesign
Page hierarchy, copy, pricing presentation and interaction design for the steps that matter most. Each change comes with the reason for it and what I expect it to move.
The measurement
We define the conversion event, set a baseline, and decide how the change will be judged. I track order value and revenue next to completion rate, because a page can convert more people and still make less money.
The build
Designs, copy, tracking and front-end work, shipped by me or handed to your team as a spec. We agree who does what before I start.

Where I’ve done it

5 Axis Health

Employment, 2024–25. First product hire, then product lead.

I A/B-tested a new plan selection page with three changes: three months selected by default, the price shown per month, and a six-month option added. Purchase conversion went up 30% and average order value went up 76%.

Read the 5 Axis Health case

Chargerless

Independent consulting, 2026.

I redesigned the product page, built a configurator and ran paid acquisition. Monthly unit sales grew 4× in the first full month of the engagement.

Read the Chargerless case

What the research supports, and what it doesn’t

Holds up

  • A button that differs from everything around it in one basic feature, such as colour, is found in about the same time among five items or thirty. One that has to be told apart by reading takes longer with every item added.

    Treisman & Gelade, 1980

  • Whatever is selected by default gets chosen more often. A meta-analysis of 58 studies found a sizeable average effect, strongest in consumer settings.

    Johnson & Goldstein, 2003; Jachimowicz et al., 2019

Doesn’t hold up

  • “Fewer choices always convert better.” Across 50 experiments the average effect of cutting options was close to zero. It helps when the options are hard to compare and people don’t yet know what they want.

    Scheibehenne et al., 2010; Chernev et al., 2015

  • “You have 50 milliseconds to convert a visitor.” The study behind that number measured how appealing a screenshot looked after a 50 ms glimpse. It did not measure staying, trusting or buying.

    Lindgaard et al., 2006

References
  • Treisman, A. M., & Gelade, G. (1980). A feature-integration theory of attention. Cognitive Psychology, 12(1), 97–136.
  • Johnson, E. J., & Goldstein, D. (2003). Do defaults save lives? Science, 302(5649), 1338–1339.
  • Jachimowicz, J. M., Duncan, S., Weber, E. U., & Johnson, E. J. (2019). When and why defaults influence decisions: A meta-analysis of default effects. Behavioural Public Policy, 3(2), 159–186.
  • Scheibehenne, B., Greifeneder, R., & Todd, P. M. (2010). Can there ever be too many options? A meta-analytic review of choice overload. Journal of Consumer Research, 37(3), 409–425.
  • Chernev, A., Böckenholt, U., & Goodman, J. (2015). Choice overload: A conceptual review and meta-analysis. Journal of Consumer Psychology, 25(2), 333–358.
  • Lindgaard, G., Fernandes, G., Dudek, C., & Brown, J. (2006). Attention web designers: You have 50 milliseconds to make a good first impression! Behaviour & Information Technology, 25(2), 115–126.

Which is easier for you, 1 or 2?

Book a 30-minute callPick a time on my calendar. Bring the journey that is losing people.Write to meA few lines about the product and where it goes wrong is enough to start.

Or email david@heyspiegel.com