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Proof of concept
Proof, not promises
Nine engagements across subscription health-tech, global DTC and B2B2C. Each one lists the challenge, the method, the result, and the takeaway that carried forward. Every number was measured against a control, not estimated.
SodaStream · Subscribe & Save~30% CR upliftThe program compounded to close to a 30% conversion-rate uplift on the subscription flow — not from one silver-bullet test, but from a sequence of evidence-ranked experiments building on each other.Read the case →
SodaStream · Shopify checkout+20% checkout CRConversion at the checkout step rose by 20% — measured against control, at the exact stage where every point of improvement translates directly into revenue.Read the case →
Lumen · AI agent platformWeeks → nowPage delivery went from weeks to immediate.Read the case →
SodaStream · On-site segmentationPer-segment journeysThe homepage went from one static pitch hedged across two CTAs to a per-segment surface — hero and key sections adapting to the audience, with the message staying consistent through the funnel instead of resetting at every step.Read the case →
SodaStream · Dynamic flavors categoryRanked per visitorThe flavors category became a dynamic page — sorted by segment and recommendation models per visitor — turning a fixed catalog grid into a personalized, conversion-ready shelf for a repeat-purchase line.Read the case →
Lumen · Brello B2B2C integrationB2B2C launchedThe Brello partnership launched as a working B2B2C channel: a partner offer live on Lumen's audience through an integrated, conversion-built experience — a new revenue motion built on the existing user base.Read the case →
Lumen · Homepage, agent-builtHomepage on demandThe homepage ships as an agent-produced artifact — proposition, proof and demonstration assembled into one page — instead of consuming the design and front-end capacity a hand-built iteration would have needed.Read the case →
Lumen · Brello partnership offerBundle priced to convertThe partnership lands on a single page carrying the exclusivity, the bundle logic and the renewal terms through to checkout, rather than splitting them across a landing page and a cart the visitor has to reconcile.Read the case →
Lumen · Quiz & lead captureQuiz-led captureThe email step is supported rather than isolated: progress above it, a single uncluttered action, and the social proof that justifies the exchange placed where the hesitation actually happens.Read the case →
01 Behind every number
How each of these was run.
Different funnels, one discipline — the same loop the agents now run continuously, week after week.
Locate the leak
Behavioral data and funnel analysis decide where to work — never opinions or fashion.
Make it falsifiable
Every change is written as a testable claim with a pre-registered primary metric.
Run against control
Guardrails on AOV, refunds and ROAS — a win that hurts economics is a loss.
Sequence the learning
Each result informs the next test, so programs compound instead of resetting.
Your turn
Same method. Your funnel.
Start with the audit — your leak map, your roadmap, and what we'd test first.