I run structured CRO experiments for DTC brands — building a hypothesis-driven test backlog, executing statistically valid A/B tests, and iterating on every result. More revenue from the traffic you're already paying for.
Sound familiar?
Your checkout converts at 1.8%. Top-quartile DTC brands convert at 4.5%. That gap isn't a creative problem — it's a conversion problem. And every pound you pour into ads widens it.
You changed a button color. Rewrote a headline. Maybe ran one A/B test that was never statistically significant. That's not CRO — that's guessing with extra steps. Real experimentation is a system, not a one-off.
Visitors scroll. They hesitate. They leave. You can see the drop-off — you can't see why. Without a 'why', every change you ship is a coin flip that wastes your developer's time and proves nothing.
Media buyers optimize for click-through rate. Nobody owns what happens after the click — which is where 65–75% of your potential customers vanish. That's the gap nobody's plugging.
"Let's try a shorter checkout." "Maybe the photos need updating." "Add a countdown timer." Untested opinions ≠ CRO. Every change needs a hypothesis, a measurement plan, and a result that feeds the next test.
Underpowered tests. No pre-defined sample size. Peeking at results before significance. Most DTC brands run invalid A/B tests and make permanent site changes based on noise — then wonder why nothing's improving.
This isn't a traffic problem. You're getting the clicks. The problem is you're converting a fraction of the people you could — and without a structured experimentation system, that gap never closes. Every month of inaction is revenue you already paid to acquire, quietly walking out the door.
The conversion gap
The difference between average and top-quartile isn't ad spend. It's conversion rate.
Doubling your conversion rate doubles revenue from the same traffic. The brands at 4.5% aren't running better ads — they're running a structured CRO program that compounds every sprint.
Spending more on ads to grow revenue is expensive. Improving conversion extracts more from traffic you already paid for — at a fraction of the cost per additional purchase.
No pre-defined hypothesis. No minimum detectable effect. Peeking at results. Most DTC "CRO" produces noise, not signal. That's the first thing I fix before touching a single test.
What I deliver
From behavioral research to running experiments to learning from every result — a structured CRO engine that compounds month over month.
Research → Hypothesize → Prioritize → Test → Learn → Repeat. This is the loop that actually moves conversion rates. Not random tests — a structured backlog of high-impact hypotheses, executed with statistical rigor, and fed back into the next sprint.
Before testing anything, I map exactly where and why shoppers drop. Every friction point, every hesitation moment, every exit — quantified and ranked. This is what separates evidence-based CRO from opinion-driven redesigns.
Your product pages and checkout are where you win or lose. I run structured A/B tests across copy, layout, trust signals, and UX — backed by behavioral data from the deep dive, not design opinions.
You can't run trustworthy CRO experiments on broken tracking. Before we test anything, I audit your analytics setup to make sure every event fires accurately — so every result you see is signal, not noise.
How it works
Sprint-based. You have a prioritized test backlog before the end of week two.
I audit your conversion funnel end-to-end — behavioral data, session recordings, funnel metrics, and customer feedback. You get a prioritized map of where you're losing revenue and exactly why. Not vague recommendations. Specific leaks with estimated revenue impact.
I translate research into a scored experimentation backlog — every hypothesis documented, every test designed with a clear success metric, minimum detectable effect, and required sample size. No more guessing what to test. No more random button-color changes.
Structured A/B tests run continuously — each result feeding the next sprint. Every win gets rolled out. Every loss gets dissected for learnings. Conversion rates compound. You extract more revenue from the same traffic, every single month.
Why me, not an agency
Not creative opinions. Not vanity metrics. A structured experimentation system that lifts revenue.
| Typical Agency | Working with Hichem | |
|---|---|---|
| CRO methodology | ✗Opinion-based redesigns, no hypothesis | ✓Hypothesis-driven, ICE-scored, statistically valid |
| Test backlog | ✗Random ideas, no priority framework | ✓Scored by revenue impact × confidence × effort |
| Who runs tests | ✗Junior team member, if anyone | ✓Me — with pattern library from 50+ DTC clients |
| Test validity | ✗No sample size plan, peeking at results | ✓Pre-defined MDE, significance threshold, holdouts |
| Analytics foundation | ✗Whatever's already there — gaps included | ✓Audited, server-side, clean event tracking |
| Reporting | ✗Platform ROAS, CTR, impressions | ✓True conversion lift, AOV, net revenue per test |
| Access | ✗Account manager + 48–72hr response | ✓Direct, async-first, transparent on every decision |
★★★★★ Rated 4.8/5 from 26+ clients
Let's talk
Book a free 30-minute CRO audit. I'll review your funnel, identify your biggest conversion leaks, and give you a prioritized list of what to test first — no pitch, no commitment.
30 minutes. I'll tell you exactly where you're losing revenue — and what test to run first.