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, Senior 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

Chris McCormick, Optimisation Strategist

Having spent the last 5 years working client side for Shop Direct – the UK’s largest online retailer (their brands include,, K&Co and Woolworths) – Chris brings with him a wealth of experience in understanding key customer journeys and behaviours. He was part of a fast paced, data driven ‘test and learn’ culture which on average delivered 70 tests per month across desktop, mobile and tablet.

Most recently, Chris was part of a Shop Direct team that won the coveted ‘Best Customer Experience in Retail’ award and was a key player in their transformation into a pure customer-centric organisation. His passion and enthusiasm is clear and he is a strong believer in ensuring companies adopt a customer led approach before finalising any business decision.

Staff Member

Chris Todd, Optimisation Executive

Upon completing a Creative Studies degree at Bangor University, Chris started his digital marketing career in the travel sector where he gained two years’ experience in social media, search marketing and web analytics.

Whilst at University, Chris joined the British Reserve Army and in 2012 had the opportunity to spend a year peacekeeping in Cyprus with the United Nations.

When he returned, Chris spent two years in the sports retail industry managing Ecommerce for Chelsea FC, the Ryder Cup and the Wimbledon Championships amongst others.

Chris’ passion for digital analytics and user centred Ecommerce has brought him to PRWD, where he’s keen to collaborate with our clients to optimise their digital experiences.

Staff Member

Phil Williams, UX Designer

Phil got his degree in Graphic Design from Staffordshire University in 2005. Since then, he has worked in a variety of roles across a range disciplines across Retail, Medical and Media. These industries have helped Phil develop great technical skills in almost all areas of design, from print to digital to UX.

For the past six years, Phil worked at Bauer Media as a Digital Designer. As an integral part of the Commercial Digital Team, Phil designed digital products for major commercial clients across the Bauer Radio Network. His work on digital solutions ranged from initial wireframes, through to prototype design, then build and live stages.

Phil is a creative thinker who likes to solve problems in all aspects of design. Always focused on user experience and with a genuine passion for design, Phil’s previous experience with clients such as Phones 4U, Jet2 and VisitScotland and Barclays will be invaluable to PRWD.

Staff Member

Amy Robinson, Business Development Manager

Amy is a confident and experienced Business Development Manager with a passion for digital platforms and a desire to provide the best return on investment for her clients.

She is well versed in both new business development and account management and her experience with a wide variety of sectors has given her a comprehensive understanding of the market. She has a strong client focus (often serving as their strategic partner) and is an innovative thinker, always striving to be one step ahead.

Amy has a wealth of experience from the world of publishing and media. During her time at Insider Magazine, she grew a key sector by over 300% in less than 12 months.

She is also responsible for the Sales Strategy for the Business and her dedication to providing a fantastic experience for her clients will be instrumental in the continued growth of PRWD.

Staff Member

Katie Kelly, Marketing 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.

Staff Member

Dante Naylor, Marketing & Operations Assistant

Dante joined the Marketing team after completing his English Literature degree at Lancaster University. Before studying, he started his working life in the glamorous industry of modelling; travelling around the globe, representing brands such as DKNY Jeans and Jack’n’Jones.

After completing his studies, Dante wanted to be part of the process behind the camera and turned his focus to marketing. Alongside maintaining a happy work environment here at PRWD, he assists Katie in the development of the marketing strategy and its implementation across various mediums. He particularly enjoys the psychology behind marketing and analysing the patterns of consumer behaviour.

Staff Member

Clare Rouke, Accounts & HR Manager

Clare is responsible for the increasingly demanding accounts area of the business. Her role covers key areas of our accountancy function, including liaising with the accounts teams of our clients and suppliers throughout each month and ensuring the smooth running of our accounts.

Prior to joining PRWD in the official capacity of accounts manager, Clare had been a full time mum to her and PRWD’s Founder Paul’s two daughter’s for the previous three years.

Clare’s entrepreneurial spirit had led to her becoming a qualified beauty therapist and then running her own highly successful beauty and holistic therapy business for the four years before deciding with Paul to start a family.

How We Work / Our Approach


Be expert.

Continuously develop our skills and knowledge to stay one step ahead in our field

At PRWD, every member of the team is constantly learning and evolving.

We do so in a variety of ways, for example, we are the UK representative for the Global Conversion Alliance, a network of 15 leading agencies from around the world who are the benchmark for all things Optimisation. This serves as an arena for collaboration and knowledge sharing, from which springs ground-breaking innovation for the Conversion Optimisation industry.

Not only do we speak at conferences and events across Europe, we attend them as well. This allow us to share experiences with our peers and gather valuable takeaways that can help us in our work. We also have annual training budgets and allocated training time each month, for every member of our team, ensuring that we are at the forefront of any industry developments.

Being partnered with the latest tools and technology, we receive training and are in contact with the technologists behind the tools. This isn't just restricted to testing tools, but also advanced technology for our User Research programmes, such as eye-tracking software. This continuous process allows us to always be one step ahead in our field and provides confidence to our clients that we can deliver the most advanced services in the market.



Be genuine.

Be genuine. Build relationships based on trust and integrity

At the core of our business are our long-lasting relationships with our clients, based on trust and integrity. We've built this trust because every stage of our Six Step Optimisation Method is transparent, allowing our clients to not only see our work as it happens but to also have an open channel with us to gain a better understanding of the work we do.



Be the change.

Challenge people and processes to inspire business transformation

To enact real, quantifiable change in any meaningful capacity means to challenge what is around us. Our job is to get real results and this entails not only challenging our clients perceptions and existing processes, but challenging ourselves too. When taking on a new project, we don’t apply a ‘one-size-fits-all approach’; optimisation is a fluid process and what works on one project may not for another.



Be experimental.

Push the boundaries of what is known and discover what is unknown

In this industry, what works for one client may not work for another. We relish this diversity, as it allows us to get our creative caps on and come up with new and unique solutions. Our creative workshops interpret this way of thinking, and entertain all ideas even those that are deemed unorthodox and unconventional. We encourage this both in our team members and in our clients, because allowing yourself to be experimental can often lead to the idea that has a monumental change on a business.

We are also a technologically agnostic agency; we don’t restrict ourselves to using one tool. Our team are expert in many of the tools on the market, which allows us the freedom to use the tool that best fits the client’s needs.



Be open.

Increase the value we deliver through shared learning.

All of our work and processes are transparent because we know that we can increase the value of the service through shared learning with our clients. Some of the best ideas and results have come through shared thought and collaboration.



Be happy.

Make time to laugh together and have a healthy work life balance.

Whatever the project and wherever we are, we make sure it’s a happy environment to be in. Being personable and happy has not only brought the PRWD team closer together, it has also helped us form long-lasting relationship with our clients.

We also stress the importance of a healthy work-life balance. We love our job and everything it entails, but there is a life to be had outside of it too. Sharing time with those closest to us and taking in the world (or watching a boxset) means we can come into the office every morning refreshed and motivated to tackle the day ahead.


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