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About Us

We provide clients with clarity. We help them to make better decisions.

3

ways we’re different

We only hire experienced people
That’s why every member of our delivery team has more than five years’ experience in their specialism.

We are here for the journey
We strive to become integral to our clients – we’ve been working with some since 2013

We teach what we preach
We know that some companies want to do what we do themselves, we encourage this and offer a Capability Transfer service


Leadership

AWA is led by a team of experts, published authors and advisors to organisations that want to grow and learn.

Dan Croxen-John

Dan Croxen-John

CEO
LinkedIn

Dan leads the business in ensuring that the agency continues to innovate, grow, and serve its expanding client base across three continents.

Prior to founding AWA, Dan ran a number of successful multichannel retailers. He holds an MBA from Bath University School of Management, and is a Fellow of the Institute of Direct Marketing (IDM).

Publications:
E-commerce Website Optimization (Kogan Page, 2017).


Johann van Tonder

Johann van Tonder

COO
LinkedIn

As MD of one of South Africa’s largest online wine retailers Johann was an early adopter of CRO and Experimentation as a discipline, He now leads the AWA Team and also takes the lead role on some projects.

His corporate background, and subsequent experience as an e-commerce turnaround CEO, gives him a unique client-side perspective that’s invaluable in CRO and experimentation

Publications:
E-commerce Website Optimization (Kogan Page, 2017).


Mel Henson

Mel Henson

Head of Creative
LinkedIn

Mel is an experienced marketer and copywriter who learned the skills of direct marketing at Ogilvy & Mather Direct.

Mel heads a team of specialist designers and copywriters who work with AWA optimisers to develop prototypes, new customer journeys and web pages for split testing.

Publications:
Flicks & Clicks: How to Create Websites and Catalogues that Sell More (Ecademy Press 2011).

E-commerce Website Optimization by Dan Croxen-John & Johann van Tonder

E-commerce Website Optimization

Dan Croxen-John & Johann van Tonder are world experts in experimentation and optimizing retail websites. Their knowledge is now available to all in the first how-to business book specifically for e-commerce optimization

Buy from Amazon

Delivery Team

Our people come from different walks of life. What they all have is experience. Deep, specialist experience. An average of seven years per person.

Phil Cave

Phil Cave

Client Partner / Growth Consultant

Years of specialist experience 16
Former life Drummer in tribute band

Stella Chatzianagnostou

Stella Chatzianagnostou

Experiment Engineer

Years of specialist experience 6
Former life IT Manager in Greece

Rokas Domarkas

Rokas Domarkas

UX Designer

Years of specialist experience 7
Former life Environmental campaigner

Nina Fernandes

Nina Fernandes

Lead Optimiser

Years of specialist experience 6
Former life Photographer

Kabir Sanhi

Kabir Sahni

Test Developer

Years of specialist experience 8
Former life Gamer

Jonny Green

Jonny Green

Growth Consultant

Years of specialist experience 8
Former life Funeral Undertaker

Deep Mahil

Deep Mahil

Lead Optimiser

Years of specialist experience 6
Former life Financial services

Brendan McNulty

Brendan McNulty

Growth Consultant

Years of specialist experience 9
Former life Marketing Director

Dave Mullen

Dave Mullen

Growth Consultant

Years of specialist experience 10
Former life Fishing industry consultant

John Barnes

Head of Analytics

Years of specialist experience 12
Former life Dubai dude

Rihi Moza

Ridhi Moza

Test Developer

Years of specialist experience 8
Former life Python ninja

Support Team

The people who support our business are specialists too

Chris Atkinson

Chris Atkinson

Head of Finance

Years of specialist experience 18
Former life PwC Senior Associate

Paul Drake

Paul Drake

Head of Sales

Years of specialist experience 16
Former life DJ

Theunis Stoffberg

International Sales Manager

Years of specialist experience 12
Former life Lotus Notes Developer

Nicole Major

Nicole Major

Marketing Coordinator

Years of specialist experience 6
Former life Ice-cream maker

Michelle Jamieson

Michelle Jamieson

Administrator

Years of specialist experience 20
Former life Baker

Locations

London

London (UK)

London (UK)

+44 (0) 20 7887 2695

Mappin House,
4 Winsley Street,
London, W1W 8HF

York

York (UK)

York (UK)

+44 (0) 1904 500 6375

2a St Martins Lane,
York YO1 6LN

Austin

Austin, Texas (US)

Austin (US)

+1 866 615 1814

111 Congress,
Suite 400,
Austin,
Texas 78701

Cape Town

Cape Town (South Africa)

Cape Town (South Africa)

+27 (0) 21 974 61785

First Floor,
Willowbridge Centre,
39 Carl Cronje Drive,
Tyger Valley 7530,
Cape Town

History

Our 5% pledge

cycling without age - York volunteer tricycle

We give 5% of our profits to community projects each year. In 2019, we supported Your Cycling Without Age.

Every year since 2009 we have donated 5% of our profits to community projects and charities.

Our CEO is passionate about reducing loneliness felt by older people.

In 2019 AWA paid for a tricycle that is used by volunteers to take older people for bike rides around York.

Read full article

Carbon positive

Wind Turbines

We have a huge responsibility to look after and pass on this planet in a fit state to future generations.

Right now, we are not doing a great job of that, in fact every year we are making things worse.

That’s why we have decided to be carbon positive – to put more in that we take from the world’s finite resources.

Each year we calculate as best we can the CO2 we have been responsible for and then offset these emissions by 120%. It’s our admittedly small contribution to a very large problem.

Methodology

Methodology

Hand on heart, we believe in evidence. Evidence over opinion. That’s why the way we work is guided by scientific principles. It starts with getting inside the heads of your users.


Some of our clients

78% of our business comes through word of mouth recommendation.

Canon
Interflora
Nike
LYCO
Woolworths
Pet Drugs Online
World Remit
Russell & Bromley
Dunelm

Client Success

Whether your sales have flatlined or whether you believe your website is bleeding lost revenue we can help.

Paperchase

Adrian Spence

Head of E-commerce
Paperchase

View case study

Maximising profit per visitor was our priority…

“We got back £51 in extra sales for every £1 we spent with AWA”

BAM

Ryan Shannon

Managing Director
Bamboo Clothing

View case study

We had to move faster…

“AWA got us to where we wanted to be faster, more successfully and profitably than we would have on our own. They have created a real culture of experimentation within the company.”

Interflora

Jim Clark

Head of Ecommerce
Interflora

View case study

We needed a fresh perspective…

“AWA did extensive research which allowed us to objectively review what was great about our business. These insights increased revenue far beyond our initial investment.”

Dunelm

Ben Harness

Director of Multi-Channel
Dunelm

View case study

We needed new insights…

“The best research I have seen in 15 years of e-commerce”

Xero Shoes

Steven Sashen

CEO
Xero Shoes

View case study

I needed to accelerate the growth of my business…

I chose AWA as my CRO partner after interviewing lots and lots of people.

Our manifesto

We are growth optimisers, truth-seekers and connection- makers at the leading edge of experimentation. Giving clients clarity on investment decisions. Empowering them to make smarter choices. See everything as an experiment, every moment of exchange. Test everything. Failure breeds success and success is a method. Instilling core analytical thinking, filling skills gaps and empowering teams to reap the benefits. We’re changing cultures and mindset.

Partners

Since 2009, we have been using the world’s most respected research, testing and experimentation technology.

asana
convert
eyequant
Google Optimize
Oracle
monetate
Optimizely
Qubit
VWO

Interested in turning experimentation and testing into an advantage for your entire business?