Audit teardowns
4 audits · every leak, every proposed testBefore any test gets built, someone has to find the leak. These are audits I wrote for real businesses: a pet-care DTC brand, two clinics, and a driving school. Each one lists what is losing conversions, why, and what I would test first.
Coat Defense
5 leaks found. A pet-care DTC brand losing its homepage in the first five seconds — clean design, decent products, no clarity.
Veterinary clinic · May 2026Greystone Animal Hospital
10 leaks found. A 7-day vet clinic whose booking page tells anxious pet owners their appointment "is not fully booked" — right at the finish line.
Integrative health & aesthetics clinic · May 2026Optimal Health Collective
10 leaks found. A 16-service wellness clinic that hands every visitor cold to a third-party booking app — and shows its favicon as the share image on every service page.
Driving school · Apr 2026Millennium Driving School
11 leaks found. A driving school with 300+ five-star reviews and a website that doesn't show a single one.
Let's run
the next test.
Hiring for an experimentation team, or need a variant built that your current dev said was impossible? Send the brief. I reply within a working day, CET or SAST hours are fine.