# Hannah Chapman

Hannah Chapman works on conversion rate optimisation for beauty and wellness brands, helping them improve how their ecommerce websites guide visitors toward a purchase. Chapman's posts focus on Shopify stores, clearer product messaging and a structured approach to testing and learning.

- Profile: https://b2binfluencer.marketing/creators/hannah-chapman/
- LinkedIn: https://www.linkedin.com/in/hannah-chapman-13360097
- LinkedIn followers: 14,324
- Topics: ecommerce, shopify
- Based on 11 dated posts, latest 2026-09-29

## Summary

Useful for hands-on Shopify conversion rate optimisation for beauty and wellness brands, not paid creator placements.

- Best for: Beauty or wellness direct-to-consumer brands needing Shopify conversion help without an in-house specialist.
- Not for: Paid sponsored posts, consumer reach guarantees, or affiliate creator placements.
- Check first: Confirm whether they offer paid partnerships, audience breakdowns, and recent reach or engagement figures.

### Takeaways

- Underperforming stores often have too many features, not too few.
- Running A/B tests is not the same as doing CRO.
- Beauty and wellness shoppers arrive confused, so clarity must land in seconds.

## Main ideas

- **Underperforming stores usually have too many features, not too few**: Chapman argues that when a beauty or wellness brand says performance is disappointing, the reflex is to add more: product quizzes, recommendation sections, review carousels, more calls to action. Each addition gives shoppers another decision to make and another chance to leave. In their account, the brands converting best remove what gets in the way. Simplify the path and clarify the message before reaching for tools.
- **Running A/B tests is not the same as doing CRO**: Tests run without a hypothesis, results nobody documents and losses nobody revisits are not optimisation, in Chapman's framing — they are changing things and hoping. A winning test raises revenue, but a losing test is valuable too: it prevents the same expensive mistake from being repeated, provided someone captures what was learned. The problem, they argue, is usually the system around testing, not the testing itself.
- **Beauty and wellness shoppers arrive confused, so clarity has to land in seconds**: Chapman treats beauty and wellness as a category with distinctive challenges: visitors arrive already comparing endless options. A site must quickly explain what it sells and why it is right for that person, build meaningful trust, answer shoppers' existing questions and guide them toward a decision without overwhelming them with choice.
- **CRO should not require an in-house team**: Across the posts, Chapman describes applying an approach used inside large retail organisations for growing brands at far lower staffing cost. They present proper testing and optimisation as affordable for smaller teams, positioning the work as an outside specialist service rather than a hire.
- **A solo practice, built in public, with teaching as part of the work**: Chapman describes an independent practice rather than an agency: no mentor, no obvious template to follow, and services worked out over time. Teaching is part of the practice, through a recurring webinar series and public worked examples. They also treat the in-person beauty and ecommerce community as part of the work, not a side activity.

## Work to read

- [Your Shopify store isn’t underperforming because it’s missing features. It’s underperforming because it has too many...](https://www.linkedin.com/posts/hannah-chapman-13360097_your-shopify-store-isnt-underperforming-activity-7505520257743187968-ArfR)
- [Running A/B tests isn’t the same as doing CRO](https://www.linkedin.com/posts/hannah-chapman-13360097_running-ab-tests-isnt-the-same-as-doing-activity-7502984298082263041-U_CP)
- [That’s my third Conversion Glow Up webinar done!](https://www.linkedin.com/posts/hannah-chapman-13360097_thats-my-third-conversion-glow-up-webinar-activity-7507696214679756800-qRVE)
- [I quit a stable job, moved across the world, and had no idea what I was doing](https://www.linkedin.com/posts/hannah-chapman-13360097_i-quit-a-stable-job-moved-across-the-world-activity-7497908630105534464-8RW_)
- [I’m looking for events to go to in the UK](https://www.linkedin.com/posts/hannah-chapman-13360097_im-looking-for-events-to-go-to-in-the-uk-activity-7501538320863227904-z7IT)

## Brand relationships

- **Unnamed CRO consultancy (Hannah Chapman's own business)** (owned_business)
- **Estée Lauder** (disclosed_partnership)
- **MAC** (disclosed_partnership)
- **Next** (disclosed_partnership)
- **Tom Ford** (disclosed_partnership)
- **Bath & Body Works** (disclosed_partnership)
- **Thrilled to Announce** (mention)

## Partnerships

The commercial offers described in the posts are direct service offers, not paid placements: a recurring webinar for beauty and wellness brands and hands-on conversion rate optimisation work for a small number of brands at a time. Buyers should read this as a way to engage Chapman’s CRO work, not as a creator sponsorship product. No official partnership inquiry URL is mentioned; the entry points are direct messages and a call-booking link on the LinkedIn profile.

## Alternatives

- Andrew McComb: McComb is the stronger choice when the diagnosis points to the store's platform before its pages. The posts argue that most ecommerce brands do not have a traffic problem and that slow sites quietly cost organic visibility, bounce rate, conversion and ad spend, naming theme, apps and customisation as common drags. One offers a free site speed and CRO audit that benchmarks performance and lists the top five changes. Choose McComb over Chapman when the brand needs that technical read first, or wants an agency-style engagement across discovery and conversion with a Shopify Plus partner setup rather than one operator running a bounded test programme before peak.
- Aisha Ayanboade: Ayanboade fits when the bottleneck sits upstream of the store page: paid acquisition and the creative that carries it. One post argues that copying a competitor's winning ad wastes budget because the original worked for a specific audience at a specific moment. It describes mapping what a customer feels before they start searching, then rebuilding hooks and angles from that research for a wellness brand. The second explains why Meta's cross-platform data makes it a powerful DTC targeting channel. Bring Ayanboade in when traffic and demand generation are the problem, and the store conversion question only matters once the right people arrive.
- Olly Hudson: Hudson is a better match when the constraint is partner or affiliate revenue rather than conversion rate. One post walks through the three questions that stall partner programmes—what commission to pay, which partners are worth recruiting, and how to keep them selling after sign-up—and points to a benchmark tool that matches a Shopify URL to one of 39 niches, with a Comfrt example of a brand that scaled through its affiliate programme. The second describes a creative strategist shortage, argues that brands chasing asset volume without angle diversity just run 200 versions of the same creative concept, and notes that the agency was booked until December. Choose Hudson when the brand needs an affiliate programme built or creative supply fixed while peak runs.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/