“Why should I hire an outsider?”

You’ve grown the business without our help. Couldn’t you continue on your own? Absolutely.

What you get with us are ideas born from a different point of view.

Ever end up getting tons of great ideas while on a vacation? Breaks help us look at things in a new light.

It’s hard to think of new ideas when you’ve been looking at the same page for the last 12 weeks. Curse of knowledge.

Because we sit on the outside, and because our narrow focus is on buyer psychology we’re able to see the page as a potential buyer would. Now we can come to you with ideas that add a fresh new angle to your existing strategy.

The beauty of A/B testing is that it allows us to test completely different ideas. It’s like an insurance policy. 80% of the marketing is based on what’s worked in the past. But with the remaining 20% why not test game-changing ideas?


We could expose a test to 10% of visitors and run it for just 24 hours. That would be enough time to see how people respond. We can even monitor a test hourly if that’s your preference.

The goal is to test radical ideas while managing risk every step of the way.

So let’s test big ideas. Because big ideas lead to competition-destroying insights.

If you’ve grown your business believing people don’t read long descriptions let’s test long form copy. At worst, it’ll prove what you’ve always known. At best, it’ll reveal a totally new insight. An insight none of your competitors know about.

When you hire us you’re not just getting different ideas. Different by itself is meaningless. When you hire us you’re getting an idea development system based on over 19,000 hours of practice.


The world is changing. Many ideas that worked in the past are now ineffective. That’s because how people discover,research and buy is constantly evolving. Some shifts we’re seeing:

  • Mobile traffic has doubled but mobile conversions are still 50% lower than desktop.
  • New visitors are exiting faster. They’re a lot less patient and carry sky-high expectations. We’re expected to be mind readers.
  • Visitors are a lot more distracted. We call this the “beagles on steroids” phenomenon (Bryan Eisenberg taught us that).
  • Amazon

In this rapidly evolving environment, the only sure way to stay ahead is by constantly testing.

But you’re busier than ever. When was the last time you had the luxury of time to A/B test your most important page?


This focus on the quirks of shopper behavior is what differentiates us from hundreds of conversion optimization agencies (some of which you may have worked with before).

Curious about buyer psychology? Test your instincts by taking this quick quiz:

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Shoppers are emotionally driven creatures. We’ve developed a core framework of 3 conversion tactics—data- and psychology-backed emotional triggers that influence shoppers to buy.


Like a dog gazing at a bone, we’re laser-focused on buyer psychology. Understanding the invisible force that guides buy decisions is our life’s calling.

The success of our buyer-psychology driven approach comes from running 300+ A/B tests for 100+ e-tailers in the past decade. Instead of spitballing and seeing what sticks, we develop tests that are informed by our fine-tuned model.

The goal isn’t to change button colors. The goal is to influence purchase intent.

Clients choose us because they want to avoid the following:

  • Site redesigns.
  • Increased ad spending to cover for lower site conversions.
  • Bribing shoppers with discounts.

. . . there is a better way.


We’re the world’s smallest conversion optimization team (it’s just the two of us). And this means we bring everything we’ve got to every project. How do we maintain quality? By never working on more than 7 projects at a time. It’s amazing how focused one can be when there aren’t 15 interruptions in a day.


System 1 and System 2 is a framework developed by Dr. Daniel Kahneman—a brilliant behavioral economist—to better understand buyer psychology.

System 1 is the intuitive part of the brain. It’s what is activated when you first think about anything.

System 2 is where analytical reasoning resides.

For 90% of the history of economics, it was assumed people were mostly rational (System 2). We now know our underlying assumption was totally wrong.

Understanding System 1 allows us to tap into the mind of the shopper.

We work in $5,000 projects. And each project has a guarantee to double your investment in the first 90 days. Ancient Romans would have the civil engineer stand under the bridge they’d just built while a Legion marched over it. Like the civil engineer with the Legion, our incentives are aligned with yours. For each project, you pay $2,500 upfront but the remaining balance ($2,500) is only paid if the project is a success. That’s our guarantee.

We handle all aspects and our fee covers the following: copywriting, test design, setting up the A/B test in Visual Website Optimizer (VWO—the split test tool we use), and reporting the test impact.

“Why not just charge hourly?” The secret to developing a monster winner is to constantly tweak and adjust an idea. A test winner pays for itself 8 times over. With hourly work, the client (you) would need to pay for each iteration of a test. This didn’t seem fair so we changed it. With a fixed fee system if we can nail a test in the first attempt, great, but if we need to make 5 sets of tweaks to find the winner that’s on us. It’s covered in our flat fee. By keeping the price fixed we get to control the process and are held responsible for the final outcome.