Hannah Chapman

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.

Three store changes illustrate the approach: removing an email popup that appeared before people browsed lowered bounce rate; cutting a homepage from six competing calls to action to one clear path raised click-through to products; and shortening product descriptions by 40% while making the rest scannable was followed by more people reading them and buying.

• Chapman also cites pages with fewer than 10 elements converting at around twice the rate of pages with 40 or more.
• Ask for the source and test design behind that figure.

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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.

Chapman describes brands running tests without clear hypotheses and making the same mistakes three months later. CRO often lands on an ecommerce manager's plate alongside about fifteen other tasks, so it is present but never the priority it needs to be.

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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.

Those points formed the agenda for the third Conversion Glow Up webinar Chapman ran for brands growing direct-to-consumer sales or moving from retail into selling direct for the first time.

• They added a newer concern to the list: increasing the chances that an AI assistant recommends the brand.
• Ask Chapman how that topic was covered; the post does not explain it.

The AI-recommendation point sits alongside the longer-standing clarity and trust themes in the same post, reading as an addition to the picture rather than a change of direction.

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They present proper testing and optimisation as affordable for smaller teams, positioning the work as an outside specialist service rather than a hire.

Chapman names prior work across Estée Lauder, MAC, Next, Tom Ford and Bath & Body Works, then says growing brands can apply the same thinking "without the cost of an in-house team" — a formulation repeated in three of the five posts. Each also offers to review a site by direct message.

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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.

In the career post, Chapman describes leaving a stable e-commerce job to train as a software engineer, moving to Bali and then Thailand, and starting independent CRO work for beauty and wellness brands about a year before.

• The early months included no clients and learning sales calls.
• Elsewhere, they ask for UK event recommendations over the coming months across beauty and wellness, CRO, ecommerce and Shopify, and credit Elizabeth Kershaw, who runs the Manchester event Thrilled to Announce, as its organiser.

Chapman describes a change of direction from stable ecommerce employment, through software engineering training and a move abroad, to founding an independent practice — a path they say felt uncertain at the time and settled only later.

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Newcomers get a concrete method and examples, not just a general claim about conversion rates.

Hannah Chapman argues that underperforming Shopify stores usually have too many features, not too few.

• More product quizzes, recommendation sections, review carousels and competing calls to action create friction.
• They cite pages with fewer than 10 elements converting at around twice the rate of pages with 40+ elements.
• Three examples: removing an email popup before people browsed lowered bounce rate; stripping a homepage from six competing calls to action to one clear path raised click-through to products; and cutting product descriptions by 40% while making the rest scannable led more people to read and buy.
• They name prior work across Estée Lauder, MAC, Next, Tom Ford and Bath & Body Works and offer a site review by DM.

For brands planning a campaign

For a beauty or wellness DTC brand before peak season, start with a friction audit, not an app install.

• Test removing or deferring a pre-browse email popup, reduce homepage calls to action to one primary path, and shorten product copy while making it easier to scan.
• Judge each test on its own result, not as part of a site-wide redesign.

Newcomers can see the difference between random test activity and a repeatable process.

Chapman draws a practical line between running tests and doing conversion rate optimisation.

• Without a clear hypothesis, documented results and a record of losses, the same mistakes return months later.
• They describe real CRO as a learning system in which every test, win or loss, tells the brand something about how customers think, compare and buy.
• They note that CRO often falls to an ecommerce manager with many other priorities, so tests run without strategy and learnings disappear.
• They have space for a couple of new brands before BFCM and peak season and offer a call through the profile link.

For brands planning a campaign

Use this to define the documentation half of campaign planning.

• Before peak, require a hypothesis, an owner, a results log and a review date for each test.
• Even a losing test should produce a learning that prevents the same expensive mistake from happening again.

It gives readers a low-commitment way to explore their thinking in more depth.

Chapman has run three Conversion Glow Up webinars, a recurring forum for wellness and beauty brands facing similar direct-to-consumer and retail-to-direct challenges.

• The third webinar covered making value clear in seconds, building meaningful trust, answering questions people already ask, guiding people to a decision instead of overwhelming them with choice, and increasing the chance of AI recommending a brand.
• They offer the recording to anyone who sends the word WEBINAR by DM.

For brands planning a campaign

A brand can request the recording as pre-call education. The webinar topics map directly to testable page elements: value proposition clarity, trust signals, objection handling and decision simplification.

It explains the persistence and founder-level attention behind the service.

Chapman describes leaving a stable ecommerce job to train as a software engineer, moving to Bali and Thailand, then starting an independent CRO practice for beauty and wellness brands about a year before the post.

• They write about months without clients, learning sales calls and LinkedIn, and initially not knowing what the services were.
• The practice led to webinars, inbound clients, a beauty brand landed the previous month and the busiest summer so far.
• The post also recounts attending Thrilled to Announce, an event in Manchester for female founders run by Elizabeth Kershaw.

For brands planning a campaign

This matters for brands deciding whether to work with an independent specialist. Chapman’s practice is new and personal, with direct involvement in client work—potentially a fit for brands seeking hands-on attention rather than layered agency account management.

It shows newcomers that the work connects with in-person beauty and ecommerce circles.

Chapman asks for UK event recommendations over the next few months in beauty and wellness, CRO, ecommerce or Shopify. They say attending more in-person events over summer was valuable and want to continue.

For brands planning a campaign

For brands planning field marketing, event sponsorship or meetup presence, this identifies an opportunity to invite Chapman or discuss event-based collaboration. It’s a networking signal, not proof of a paid partnership.

They describe simplifying a homepage from six competing calls to action to one, removing an email popup that appeared before browsing, and shortening product descriptions by 40%.

Look for unnecessary decisions and remove obstacles to browsing, understanding and buying.

For brands planning a campaign

For a store that feels crowded, assess whether shoppers can quickly understand the offer and find the next step before proposing new apps or features. The post gives concrete examples to investigate; ask for test design, sample sizes and measured results before recommending changes.

Examples: Source 1

They say tests need clear hypotheses, and that both wins and losses should be documented and shared so teams learn how customers think, compare and buy rather than repeating old mistakes.

Preserve learning from every test, including inconclusive or losing tests, and make it available to the team.

For brands planning a campaign

A campaign aimed at peak season could ask them to review the testing backlog, define hypotheses and set up a record of outcomes and learnings. The post supports evaluating their strategic approach; ask which testing framework and measurement protocol they use.

Examples: Source 1

They also mention improving the chances that AI recommends a brand.

For brands planning a campaign

This is relevant when a brand’s product value or reason to trust it is unclear, especially during a move into direct online sales.

• A campaign aimed at assessing message clarity could ask them to assess trust signals, unanswered questions and decision paths.
• Ask how they evaluate AI recommendations.

Examples: Source 1

Their examples focus on customer-facing friction, product information, trust and choice rather than on adding technology for its own sake.

For brands planning a campaign

Brands in these categories can assess whether their examples match their store and customer journey. For other industries or technical implementation, ask for relevant examples.

Examples: Source 1 · Source 2 · Source 3

Their posts also use specific store changes to make their conversion advice concrete, alongside direct invitations to request a recording or discuss a site.

For brands planning a campaign

A brand could consider a webinar or educational session when it needs to align a team around conversion issues, while checking the proposed content against its own audience and goals. Ask for attendance, outcomes and a complete curriculum.

Examples: Source 1 · Source 2

Ask for the business's name.

Original disclosure

Then about a year ago I started my own thing. CRO for beauty and wellness brands.

View example

Ask whether they did the work as an employee or for the brand as a client.

Original disclosure

I've applied this approach across brands like Estée Lauder, MAC, Next, Tom Ford and Bath & Body Works.

View example

Ask whether they did the work as an employee or for the brand as a client.

Original disclosure

I've applied this approach across brands like Estée Lauder, MAC, Next, Tom Ford and Bath & Body Works.

View example

Ask whether they did the work as an employee or for the brand as a client.

Original disclosure

I've applied this approach across brands like Estée Lauder, MAC, Next, Tom Ford and Bath & Body Works.

View example

Ask whether they did the work as an employee or for the brand as a client.

Original disclosure

I've applied this approach across brands like Estée Lauder, MAC, Next, Tom Ford and Bath & Body Works.

View example

Ask whether they did the work as an employee or for the brand as a client.

Original disclosure

I've applied this approach across brands like Estée Lauder, MAC, Next, Tom Ford and Bath & Body Works.

View example

They were an attendee, not a stated sponsor or partner.

Original disclosure

Last Thursday I went to an event in Manchester called Thrilled to Announce, run by the lovely Elizabeth Kershaw.

View example

Ayanboade's post on copying a winning ad makes the same point Chapman makes about testing: the borrowed format is not the lesson; the customer research behind it is.

Ayanboade works on the paid side — creative angles, hooks, audience research and Meta's targeting data — while Chapman works on the store itself: page elements, calls to action, product copy and how test results get recorded.

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A beauty ecommerce breakdown overlaps directly with Chapman's audience.

McComb frames the work through an agency and platform lens — site speed, Shopify Plus capabilities, growth engines and market statistics — while Chapman focuses on removing friction on the page and turning each test into a documented learning.

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In Hudson's case, a conference talk is built around concrete observations about creative supply.

Hudson concentrates on partner and affiliate programmes and creative strategy at scale, including the shortage of creative strategists; Chapman focuses on on-site conversion and experimentation.

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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.

McComb's frame is diagnosis-first and infrastructure-led.

• Neither post sets out a test log or a written learning loop—the hypothesis, change, result and decision recorded so a losing test is not retried next quarter.
• If the store is already fast and shoppers cannot tell what to do next, these posts do not address that kind of removal test.
• Choose Chapman for a small, hypothesis-driven change programme with a log the brand's own team keeps; choose McComb when the platform and speed question needs answering first and the brand wants an agency team for the wider build.

Examples: Source 1 · Source 2

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.

The tradeoff is that the store itself stays untouched: the posts contain no on-site conversion tests, Shopify page work or method for documenting test results.

• If the brand needs three conversion tests and a repeatable learning system that lasts past peak, ask for examples of both.
• Choose Chapman if the brand already has traffic and the friction is on the page; choose Ayanboade if creative and acquisition are where the money is being lost.

Examples: Source 1 · Source 2

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.

Hudson's posts focus on acquisition and creative, so choosing Hudson leaves the store's conversion path unchanged.

• There is no published test-and-document method to hand the internal team.
• Timing is also a constraint: one post says the agency was fully booked until December, which matters against a pre-peak deadline.
• Choose Chapman for on-page removal tests and a learning log kept by the team; choose Hudson for partner recruitment, commission levels and creative volume.

Examples: Source 1 · Source 2