Meet our conversion optimisation experts

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Effective CRO is a team effort. Here are some of the smart people in London, Cape Town and Austin who make it happen. We look forward to saying hello.

Dan Croxen-John, CEO

Dan Croxen-John CEO

As CEO, 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. Dan holds an MBA from Bath University School of Management, and is a Fellow of the Institute of Direct Marketing (IDM). Dan is co-author of E-commerce Website Optimization (Kogan Page, 2017).

Johann van Tonder, COO

Johann van Tonder COO

Johann was an early adopter of Conversion Rate Optimisation as a discipline and is co-author of E-commerce Website Optimization (Kogan Page, 2017). He leads the AWA Optimisation Team and also takes on the role of lead optimiser on some projects. His corporate background, and subsequent experience as e-commerce turnaround CEO, affords him a unique client-side perspective that he brings to website optimisation.

Mel Henson, Head of Creative

Mel Henson Head of Creative

Mel is an experienced strategist and copywriter, who learned the skills of direct marketing at Ogilvy & Mather Direct. Mel heads a team of specialist designers and copywriters providing creative services to AWA optimisers when new web pages are being developed for split testing. She is also the author of the Amazon business bestseller, “Flicks & Clicks: How to Create Websites and Catalogues that Sell More”.

Brendan McNulty, Optimiser

Brendan McNulty Optimiser

Based in Cape Town, Brendan currently holds the AWA prize for the largest revenue uplift from a single split-test; 58%. Brendan has a background in online gaming and has held senior marketing positions in a number of South African companies. Brendan has also founded his own business, Now Novel, that helps aspiring writers to complete 'the novel inside us all'.

Dave Mullen Optimiser

Dave Mullen Optimiser

With a degree in Maths from Oxford, Dave’s rapid understanding of e-commerce fundamentals has helped him to substantially increase clients’ online sales. Dave is an expert in embedding a data-driven approach to website optimisation within client organisations such as Mountain Warehouse, Interflora, Findel Plc, The Book People and Bettys.

John Barnes Optimiser

John Barnes Optimiser

John brings to the table over 10 years of online marketing experience on both client- and agency-side. A specialist in the competitive markets of finance, travel and iGaming, he has a broad range of skills including SEO and social media optimisation. For AWA digital, he has successfully led several Conversion Rate Optimisation and analytics projects for clients including Joules, TK Maxx and BrightMinds.

Michael McCann, Optimiser

Michael McCann Optimiser

Michael is an accomplished digital professional with over 5 years’ experience of analysing and optimising websites, from multi-million-pound ecommerce sites to some of UK’s largest charities. Since gaining a degree in Economics from the University of Reading, he has honed his expertise in Google Analytics, and joined AWA after a role as Head of CRO, making him a strong addition to the optimisation team.

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Jonny Green Optimiser

Jonny has an extensive background in design with over 10 years in the design industry, and has spent the last few years as a Conversion Rate Optimiser and Head of Analytics. He is particularly skilled in using data to create testable hypotheses for effective optimisation, and understanding and influencing user behaviour.

Alex Veldtman

Alex Veldtman Head of Engineering

Alex's background in Mechanical Engineering equips him to deliver robust and elegant code each and every time. Alex has developed split-tests for both small and large businesses, including Interflora, Thompson & Morgan and Mountain Warehouse. Alex firmly believes in the agile web development, and enjoys taking on feedback and ensuring the proposed split-test delivers on clients' requirements.

James La Guma, Front End Developer

James La Guma Front End Developer

James joined the AWA engineering team in January 2017 and brought a wealth of experience from over 10 years of working in website development. Based in Cape Town, James is a specialist in programming in multiple languages, full stack development and system administration. 

Lynne Wright, Marketing & Operations

Lynne Wright Business Optimisation Manager

With several years’ experience of optimising websites in the travel sector, Lynne understands every aspect of Conversion Rate Optimisation. She is responsible for increasing the efficiency and effectiveness of a number of AWA’s key business functions as well as supporting the Optimisation Team with all aspects of project and tool setup. In Summer 2015, Lynne achieved a BSc in Psychology, studying in her free time with the Open University.

Nicole Major, Marketing Coordinator

Nicole Major Marketing Coordinator

Nicole joined AWA in 2016, fresh after graduating with a First Class Honours Degree in Marketing Management. Her dissertation on brand loyalty when online shopping and a spell studying global marketing in Australia, made her a standout candidate for working in an international conversion rate optimisation agency. Nicole’s first task at AWA was to successfully help to launch the book “E-commerce Website Optimization”, by Dan Croxen-John and Johann van Tonder.

What to
do next…

1. Download free CRO resources

Access our helpful free guides on all aspects of CRO from the mysteries of Universal Analytics, to web copy, usability, split testing and more. Or sign up for our 11 helpful tips; two weeks of CRO golden nuggets, sent straight to your inbox.

2. Buy ‘E-commerce Website Optimization’ 

Amazon business book, co-written by AWA’s CEO and COO, Dan Croxen-John and Johann van Tonder. Buy on Amazon

3. Call us and ask how we would optimise your site

What help do you need? A little extra resource to help your team code up split tests faster, or make sense of analytics? Or a full service optimisation agency, able to handle international websites? Just call 020 7887 2695 and ask for a quote.