ADE MOJINSONFRACTIONAL CRO MANAGERStart a conversation +

BEHAVIORAL INTELLIGENCE / COMMERCIAL IMPACT

The science
behind the
yes.

Your analytics tell you what happened.
We uncover why. Then test what changes it.

Find your conversion advantage +
A close observation of a human eye, representing the person behind a customer decision
DATA. PSYCHOLOGY. EXPERIMENTATION.
01 / Understand the decision02 / Challenge the assumption03 / Measure the impact

Helping 7–9 figure companies grow.

Publicly reported figures, with period and scope shown. Historical figures and ARR are labeled separately. Undisclosed means no verified public revenue figure was found.

01 / THE PROBLEMSTART WITH THE RIGHT DIAGNOSIS.

Tell us what best describes
your business.

FOR EVERY BUSINESS

You’re buying attention.
But losing the decision.

More visitors can make the numbers look busier while the business stands still. If people don’t understand the value, trust the offer, or find the next step easy, more traffic sends more people into the same unresolved problem.

The constraint may sit between the click and the purchase, the enquiry and the qualified opportunity, or the promise and the experience. We investigate where momentum disappears and why.

THE QUESTION TO ANSWER

What is stopping the right people from taking the next step?

When spend outpaces outcomes.
Acquisition spendCommercial outcomes
200180160140120100
P1P2P3P4P5P6
Indexed values, starting at 100 · Successive periods
The gap is the problem.

Buying more attention is not the same as converting more demand.

Illustrative pattern, not client data or a market benchmark. “Commercial outcomes” may mean revenue or qualified opportunities.

02 / BEHAVIORAL INTELLIGENCELOOK BEYOND THE DASHBOARD.

Data reveals
the pattern.
People reveal
the why.

Behind every abandoned cart is a person making a decision. Behind every decision is a reason.

We connect quantitative data with customer language and observed behavior, then turn that understanding into a hypothesis worth testing.

  • Behavioral psychology
  • Customer research
  • Data analysis
  • Measurement
  • UX & copy
  • Experimentation
THEWHY.FIG. 01 / THE DECISION FIELD
FOLLOW THE SIGNAL.

Where does the journey break? Which visitors are affected? Is the measurement trustworthy? We establish a reliable baseline before interpreting the pattern.

03 / THE {Co}³™ METHODCONNECTING THE DOTS.

the dots.

SCROLL TO FOLLOW THE METHOD
01 / FIND THE DOTS THAT MATTER

The picture is incomplete
until you know where to look.

Collect the dots behind the decision: what your data shows, what customers say and what they do. Gather the relevant signals before deciding what the picture means.

THE WORK

Measurement audit · Funnel analysis · Customer research

FIG. 01 / GATHER THE SIGNALS
01 / 03

A test ends. The learning continues.

04 / THE EVIDENCECONFIDENCE COMES FROM THE PROCESS.

A convincing idea
is a hypothesis.
Evidence changes
the decision.

Define success before the test.
Check the integrity of the experiment.
Assess uncertainty before acting.

INSIDE AN ILLUSTRATIVE EXPERIMENT

Make the next
decision easier.

If delivery uncertainty creates hesitation, making delivery expectations visible before checkout may increase completed purchases.

Identify a specific source of friction and predict a measurable change in behavior before launching the test.

HYPOTHESIS / THE CUSTOMER DECISIONILLUSTRATIVE DATA

A specific barrier.
A testable explanation.

CONTROL / PURCHASE CONVERSION2.80%280 purchases / 10,000 visitors
VARIATION / PURCHASE CONVERSION3.22%322 purchases / 10,000 visitors
OBSERVED RELATIVE LIFT+15%42 additional purchases in this example

Illustrative data, not client results. Equal groups of 10,000 visitors produce an observed difference of +0.42 percentage points. An approximate 95% interval for the difference is −0.05 to +0.89 percentage points. This includes no improvement. The interval uses a normal approximation for two independent proportions; experiment integrity and business impact still matter.

SELECTED WORK / CASE STUDIESFROM QUESTION TO CHANGE.

Behind the
better outcome.

The constraint. The intervention.
What changed for the business.

Editorial beach still life with a coral flamingo float and vacation gear
SELECTED WORK / 04↗
VayKLife

Less planning.
More vacation.

+10.4%Reported mobile rate, relative change**HOMEPAGE TEST / 15.11% → 16.68%
VACATION RENTALS + EXPERIMENTATION

Different screens.
Different decisions.

Nine desktop and mobile comparisons, plus six experiments spanning homepage messaging, reviews, merchandising and rental protection.

The supplied tracker reports +10.4% relative on mobile and −14.1% on desktop for the homepage test. Metric definition and statistical uncertainty are not provided.

Explore the breakdown +
01 / SITE OPTIMIZATION
+10%

Revenue lift reported
by the client.

Relative illustration: 100 → 110
PERFORMANCE + LANDING PAGE EXPERIMENTATION

Fix the experience.
Then test the decision.

The work
Detailed performance recommendations for the development team, followed by testing the landing page design.
The outcome
The client reported a 90% decrease in bounce rate after performance upgrades, then a 10% lift in revenue after the landing page work.
“Ade's is an asset for the growth of any company looking to do serious CRO.”
Site Optimization Expert · Upwork review · April 12, 2023

Client-reported results. The review does not provide test duration, sample size, or statistical confidence.

02 / MULTI-CLINIC HEALTHCARE
Ready
to say yes.

Help people evaluate the offer
and take the next step.

BUYER PSYCHOLOGY + LANDING PAGE STRATEGY

A landing page
built around the person.

The problem
A healthcare group with multiple clinics had identified its landing page as the point where the funnel was breaking. Previous templated work had delivered disappointing results.
The approach
Understand the buyer’s psychology and evaluation process, then optimize the landing page to help that person make a decision.
The outcome
The client reported improved show rates and prospects arriving more ready to say yes. No numerical uplift was provided.
“He doesn't just design: he optimizes to help the human on the other side of the screen say yes.”
Landing Page Optimization · Upwork review · April 9, 2026
Read the original client feedback on Upwork +
THE OPPORTUNITY / CRO CALCULATORYOUR NUMBERS. A POSSIBLE NEXT CHAPTER.

What could a better
conversion rate
mean for you?

Explore a scenario using your own numbers. The lift is an assumption you choose, not a forecast or a promised result.

YOUR BUSINESS MODEL

A 15% relative lift takes a 2.00% conversion rate to 2.30%, an increase of 0.30 percentage points.

YOUR ILLUSTRATIVE SCENARIO

$15,000additional value / month

Current monthly value$100,000
Scenario monthly value$115,000
Scenario conversion rate
2.30%
Additional orders / month
150
12-month value at the same run rate
$180,000

Gross value, before costs. Assumes constant traffic, value per conversion and the chosen lift. Lead-generation scenarios also hold close rate constant. This does not estimate profit, causality or statistical confidence.

Explore the opportunity with me +
05 / OUR SERVICESTHE ENGAGEMENT FOLLOWS THE CONSTRAINT.

Find the constraint.
Change the trajectory.

A complete program or focused support.
Built around what your business needs next.

01 /

Full CRO programs

+
02 /

Landing page design & optimization

+
03 /

CRO Audits

+
04 /

Measurement

+
05 /

A/B Testing

+

Creative judgment.
Scientific discipline.

DESIGNED AROUND HOW PEOPLE DECIDE.View pricing and engagement options
HOW I WORKONE OWNER. THE COMPLETE SPECTRUM.

Your next CRO hire.
Without the guesswork.

I connect research, measurement, strategy, copy, design, implementation and experiment analysis. From the first business question to the next decision, I can own the work or build it with your team.

01 / EMBEDDED

Part of your team.

I join your planning, work in your existing tools and collaborate with your marketers, designers, developers and agency partners. You get fractional CRO leadership with clear ownership and a shared roadmap.

02 / INDEPENDENT

From question to delivery.

I handle the agreed work independently, from diagnosing friction to building improvements and running experiments. You provide access, business context and approvals; I keep delivery and learning moving.

  1. 01

    Start with the business.

    We discuss your goals, funnel, current performance and constraints. Together, we identify the question the work needs to answer.

    A SHARED DIRECTION
  2. 02

    Agree the engagement.

    A focused project, $100/hour consulting, or a retainer from $999/week or $3,000/month. You receive a clear proposal with deliverables, responsibilities, timeline and investment. Audits and landing pages start at $2,500, with the final fee evaluated case by case.

    A CLEAR SCOPE
  3. 03

    Onboard and establish the baseline.

    We connect the relevant analytics, research and testing tools, confirm access and validate measurement. I meet the people involved and establish how we communicate.

    A TRUSTWORTHY START
  4. 04

    Research. Build. Test.

    I investigate behavior, prioritize hypotheses and turn them into copy, design and implementation. Where traffic and measurement support it, we run controlled experiments with quality checks and agreed success metrics.

    WORK YOU CAN SEE
  5. 05

    Learn and decide what comes next.

    You receive clear updates on what changed, what the evidence says and what remains uncertain. We use the findings to make decisions and shape the next cycle.

    A NEXT MOVE WITH REASONS

Know what happens next.
Know who owns it.

Let’s discuss your business +
CERTIFIED PARTNERS / CONNECTED CAPABILITIESTHE INFRASTRUCTURE BEHIND THE INSIGHT.

The right tools.
One connected system.

Certified partnerships with VWO, Convert and Stape. I connect measurement, customer observation and experimentation around the question your business needs to answer.

CERTIFIED PARTNER

VWO

From hypothesis to controlled experiment.

01 / EXPERIMENT
CERTIFIED AGENCY

Convert

Test focused changes. Build on the learning.

02 / VALIDATE
CERTIFIED PARTNER

Stape

Server-side infrastructure for measurement.

03 / MEASURE
EXPLORE THE CONNECTIONS

Trust what you measure.

GTM defines the events. Stape supports the server-side infrastructure. GA4 connects those events to the funnel and business outcomes.

GTM / STAPE / GA4

FROM ACTION TO A BETTER DECISIONACTIONDECIDEMEASURECONNECT THE EVENTS
Google Tag ManagerGoogle AnalyticsHotjar

The stack follows the question. The work follows the evidence.

06 / CLIENT PERSPECTIVESIN THEIR OWN WORDS.

The other side
of the work.

Selected client feedback from
Ade Mojinson’s Upwork profile.

A close study of a human ear
OBSERVATION 003
5.0 / 5

“He doesn't just design: he optimizes to help the human on the other side of the screen say yes.”

Healthcare group clientLanding Page Optimization: Analyze propose and design and then optimmizeUpwork client of Ade Mojinson · Review excerpt
5.0 / 5

“We run a fashion brand, and Ade demonstrated deep knowledge of consumer psychology and the subconscious drivers behind purchase decisions.”

Fashion brand clientCROUpwork client of Ade Mojinson · Review excerpt
5.0 / 5

“He is exceptionally detail oriented and thorough, and takes the time to research the industry and issue at hand.”

Professional services clientCRO Specialist for Professional ServicesUpwork client of Ade Mojinson · Review excerpt
5.0 / 5

“He really understood the problem from the user's perspective and what needed to change to make my website more effective to generate leads.”

Conversion optimization clientConversion OptimizationUpwork client of Ade Mojinson · Review excerpt
5.0 / 5

“Working with Ade has been a pleasure. He is well-versed in the fields of CRO and GA4. I recommend him to anyone looking to understand their analytics further and improve conversion rates.”

Analytics and CRO audit clientGoogle Analytics 4 (GA4) and Conversion Rate Optimization (CRO) for Comprehensive Audit & AnalysisUpwork client of Ade Mojinson · Review excerpt
5.0 / 5

“Ade asked the right questions and was able to help us get clarity about specific conversion issues.”

Behavioral analysis clientReview Hotjar recordings and provide feedback about behaviorUpwork client of Ade Mojinson · Review excerpt
5.0 / 5

“His expertise in conversion rate optimization was clear from the start, and his approach was both data-driven and highly effective.”

Landing page optimization clientLanding Page OptimizationUpwork client of Ade Mojinson · Review excerpt
5.0 / 5

“Ade is extremely knowledgeable. He has great ideas, and is very data driven. He has been a fantastic asset thus far, and I look forward to working with him for a long time to come.”

CRO program clientConversion Rate Optimization SpecialistUpwork client of Ade Mojinson · Review excerpt
Read more reviews on Upwork +
07 / YOUR NEXT QUESTIONLET’S LOOK CLOSER.

There is
a reason.
Let’s find it.

Tell us where you are, what you’re trying
to improve, and what keeps getting in the way.

Two fingertips approaching one another
OBSERVATION 004

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