Our journey

Find out how AWA went from start-up to global specialist agency in just ten years.


Analytics Agency

Dan-Croxen John leaves his job as MD of a group of mail order companies to offer analytics services to online retailers. Inspired by his first-hand experiences, Dan is aware of the value of analytics data and the scarcity of skilled analysts. He sets up office in The Phoenix Centre a hub for tech start-ups in York, takes the DAA’s challenging Certified Web Analyst exams and names the new company Applied Web Analytics.


CRO agency

Impressed with the insights from analytics, clients start asking for help in implementing the recommendations. It is a catalyst to relaunch the company as a fully-fledged CRO agency.  Re-branded as AWA digital, the team work with leading CRO experts to develop a unique, customer-led, research-heavy process, designed to get substantial, long-term sales uplifts. Paperchase is AWA’s first CRO client and we deliver them a 35% increase in online sales.


International expansion

As demand grows AWA digital opens offices in London, Cape Town and Austin to cater for the needs of local and global clients. Awards come thick and fast, including the Gold award from WhichTestWon for best Home Page test won two years in a row.


Blue chip client list

AWA holds its 8th quarterly review meeting, a forum used by the team of optimisers to continually refine and improve the AWA Conversion System, its unique methodology. By now AWA’s client list includes some of the world’s biggest names including TK Maxx, Mothercare and Interflora, as well as a host of ambitious smaller companies.


Multilingual CRO

In a competitive pitch, AWA is selected to to become Canon Europe’s conversion optimisation agency. Initially the contract is to optimise the UK, German and French online stores but quickly expands to cover 13 territories in 8 languages, delivering a return on investment of 1,200%.


Book Launch

Business book publisher, Kogan Page, commissions  founder Dan Croxen-John and COO Johann van Tonder to write a book; ‘Ecommerce Website Optimization’. Subtitled, ‘Why 95% of your visitors don’t buy – and what you can do about it’. The book shoots to the top of Amazon’s business bestseller lists and sales are double the publisher’s forecasts.


10th Anniversary

AWA’s clients and staff gather to help celebrate the start of a new decade.  With a vision to become the world’s most influential CRO agency, exciting innovations are planned for the next ten years.

The long term

See AWA founder Dan Croxen-John talk about how AWA gets long term repeat sales – not just quick wins.

If you hanker after results like that, we’d love to talk to you. There are lots of ways we can support your own conversion rate optimisation, from research and analytics or technical back up to the we-do-all-of-it-for-you CRO service. Just give us a call on +44 (0)20 7887 2695 or email info@awa-digital.com.

We partner with the leading CRO technologies