Optimising websites for over 10 years
The UK Agency for the Global Conversion Alliance
Proven Methodology & Approach to CRO and UX

Meet the team

& see how we work

We’re a UK based conversion optimisation agency with some very big clients based across Europe. Coming up to a decade old and working with many prestigious clients on an on-going basis is all down to the unique way we work. It’s all about using a collaborative and open approach so our clients can trust us and learn from us. It means you get more than just “a service” if you choose to work with us. 

Who you'll be working with

Staff Member

Paul Rouke, Founder & Director of Optimisation

Paul takes a very hands-on role in the running of business, from developing new client relationships and being actively involved in all client projects, to sharing insights, tips and case studies through writing and speaking worldwide. 

Since 1998 Paul has worked in user experience with some of the world’s largest blue-chip, multi-channel brands and fashion retailers. Paul recognised the importance of understanding user behavior, concerns and user expectations in order to improve online user experiences from the start of his career. This has been the foundation of PRWD since 2004 and will always be at the heart of the business. 

Paul enjoys combining existing user understanding, new user research and analytics data to develop test hypotheses which lead to significant improvements for our clients online performance.

Recent Client Projects;

  • AllSaints – responsive redesign
  • British Cycling – in-depth user research & conversion optimisation
  • Manchester Central – user centred redesign


Staff Member

Matt Lacey, Head of Optimisation

Matt heads up our ongoing optimisation programmes working across all of the core disciplines involved, including web analytics, user research and testing.

Matt has a solid grounding in understanding how data underpins Ecommerce operations having previously worked as a web analyst working for some of the UK’s largest retailers. He also has a wider business understanding from his MSc in Management at Manchester Business School.

This has put him in a prime position to run our optimisation programmes whilst working hard to become one of the industry leaders working at the very top level of conversion optimisation.

Matt enjoys getting to know clients really well and working with them to try and find solutions to challenges that lead to real progress.

Recent Client Projects;

  • The North Face
  • Schuh
  • The Student Room Group
Staff Member

Sophia Ridge, Optimisation Strategist

Sophia leads optimisation programmes and user research projects for our clients, across a range of industries. She works across multiple types of projects covering usability evaluations, client workshops, moderated user research and hypotheses creation for testing.

After completing a Masters in Global Business Analysis, Sophia spent the last 5 years working in global customer centric companies such as uSwitch, Fish4jobs and Sophia is passionate about ensuring the user is at the heart of decision making and always has the end user at the forefront of her mind. An accomplished project manager; she played an integral role in transitioning a print focused business to digital, championing change and raising the profile of her digital team.

From her very first role Sophia was given responsibility to understand customers and optimise the website for them. Ever since, she has endeavoured to instil this culture change in each workplace she has worked at. Sophia is motivated by understanding user behaviour, testing assumptions and observing the impact of changes using both qualitative and quantitative methods.

Recent Client Projects;

  • MBNA moderated user research
  • Optimisation programme with Sliderobes
  • Lakeland user research project
Staff Member

Emma Travis, Optimisation Strategist

Emma brings to the team a wealth of experience in user behaviour.  From eye tracking studies to cross device moderated research, Emma is skilled in a range of research techniques to get the best insights out of any project.

Emma moved into conversion optimisation early on in her career and has been driving increases in KPIs by combining her fundamental understanding of user behaviour with research, analytics and testing. 

Working with brands such as ASDA, Jet2, Channel 4 and Aviva, Emma brings experience from a wide range of industries, adding to her best practice knowledge.

Recent Client Projects;

  • Office
  • Hobsons
  • Latchways 
Staff Member


Nicole joined PRWD after 4.5 years working in a fast paced ecommerce environment at the UK largest online kitchen retailer, Nicole has experience of introducing testing into organisations and gained stakeholder and business buy-in for the customer centric approach her team wanted to take. Building an in-house testing team, Nicole has experience of testing at large scale, delivering strong results for a business now worth £1.6bn. While at Nicole was responsible for managing development projects from early concept stage through to live as well as project roadmap management for cross device strategy in an agile environment. She has a real passion for understanding user behaviour, cognitive psychology and combining qualitative and quantitative data to make strong cases for improving web experiences.

Recent Client Projects;

  • Manchester Airport
  • MBNA
  • Trend Micro 
Staff Member

Katie Brunt, Marketing & Operations Manager

Described by her peers as a “proper digital native” Katie has a solid foundation in Marketing and Brand Management. She brings 6 years’ experience working in a range of marketing roles; from a social media role at one of Manchester’s most acclaimed digital agencies to managing social media, PR and the customer services department for a national brand.

Katie has also worked on a number of branding and strategic communication projects for a range of household brands from Jack Daniels to Durex and Matalan to Benefit cosmetics.

Katie heads up PRWD’s Marketing and Operations which has seen her employ her strategic branding experience to deliver the PRWD rebrand project in early 2013. She is also responsible for delivering a marketing strategy  to achieve ambitious growth plans while ensuring the day-to-day running of the business is as efficient as possible.

How We Work / Our Approach


Work openly & transparently

More than just something we thought would sound good, it’s a personality trait of each member of the team. As we work so closely with our clients we share everything with them, from key learning’s that can help shape future strategic decisions for their business to how we run the project. We know that working closely means you can share your business goals and insights from your industry which allow us to combine insights and achieve the very best results.

We share with you our years of experience and breadth of knowledge gained from working with leading brands across desktop, tablet and mobile experiences. We help you to demonstrate to your business the importance of user research and testing with tangible projections and results, internal workshops and presentations to your key stakeholders and teams.



Quality, then quantity

For us quality means everything. It means we choose to work with fantastic, ambitious and progressive clients rather than lots of clients who don't share our values. We only offer a small number of services which match our expertise rather than lots of services we can’t really fulfil. It’s the way we hire and built our team getting the best people together, and about getting the results that matter to your business.

Quality then quantity also describes the way in which we prioritise areas of your current online user experience that should be tested first. To aim for higher conversion uplifts we'd much rather focus on developing hypotheses for a radical redesign for testing rather working on a number of smaller, simpler tests which realistically won't have as big an impact on the user experience.



Test assumptions & continually learn

Despite having years of experience we don't rest on our laurels, but build upon what we know. Our CRO programme is based on testing assumptions to enable you to prove the value of business decisions or stop decisions that could negatively impact the user experience and revenue generated from your website. This helps a lot of our clients who find there are many stakeholders involved in the decision making process for the web experience. We aim to help you re-focus on what will actually generate the most revenue. Testing allows you to present impartial and statically sound data to back up the decisions you make.

In addition, for us "continually learn" applies to both ourselves as industry practitioners and the people that we work with in our clients businesses. Our most successful and rewarding client relationships are when everyone working on the project is learning new skills, gaining fresh user insights or seeing statistically significant test results which may not always turn out as predicted.



Enjoy working together

We hold our working environment in high regard. We’re here to work alongside you and aim to feel like part of your team. We're also a really close knit team at PRWD, we help each other out and enjoy going out together along with the odd game of office Ping Pong. It's better working with great people and it helps projects run smoothly when it's easy to get along with everyone.

One of Paul's  motivations for starting PRWD back in 2004 was to create a working environment where every member of the team feels completely valued, trusted and are each encouraged and given every opportunity to fully exploit their talents and ambition.


Great, let's have a chat 0161 228 0585

Make An Enquiry

These Guys Already Have

Get in touch


Call Us On

0161 228 0585

Email Us At


Or send us a message