CRO and UX for eCommerce stores.
We’re two senior CROs you can rely on.
- Gain key insights to get an edge over competition
- Get strategic CRO, test-to-learn, and enjoy long term +ROI
- Featured in the industry at: Hotjar, VWO, Convert.com, Experiment Nation, Oddit
We use conversion optimisation (A/B tests), UX research, analytics and AI to improve customer experiences and business profits.
Chris Marsh
Laura MarshWe’re two senior CROs who partner with mid to enterprise-level online stores (and agencies).
We pride ourselves on boosting both your customer happiness and business profits.
There’s no magic or luck needed, we use the same methods that led to Amazon’s incredible success:
User Research and Experimentation (or CRO).
In our first year with one of the Nordics’ most popular ecommerce retailers (€100M+ revenue), our CRO program delivered a 19:1 return on investment, and we’re still working together today.
This returned over €3 million in extra revenue for our client (plus many key learnings of their audience).
We’re determined to grow your conversion rates, customer happiness and profits.
Don’t leave money on the table:
CRO & UX Research helps you become customer-centric, and boost profits.
Companies who put UX research and customer-centered design at their core see a 228% higher ROI than the S&P 500. (source: hbr.org)
75% of businesses think they are customer-centric.
Only 30% of customers agree.
This is a gap of opportunity.
be customer-focused,
and stand out from competitors.
Our 3 Step Process
Guaranteed to make your website more lovable (customer-centric) and more profitable.
1. UX research to uncover your valuable insights
You’ll learn WHERE users struggle, and WHY they get confused and leave your site. Uncover their needs and fears.
Discover how you can transform your customers experience and profits.
2. Update your site with Usability fixes and quick-wins
Now you have plenty of quick-wins to implement straight away. These are easy to filter, prioritise and act on.
Your website will improve in usability, clarity and profitability.
3. A/B Test, measure, learn and repeat
You get data and insight-led hypotheses and a CRO Roadmap.
Ruthless prioritization helps lift your chances of success.
Your CRO Roadmap and Knowledge-base evolves over time. This continues to drive more insights and revenue-boosting opportunities.
See a collection of eCommerce A/B tests we’ve run for our clients.
Senior CRO, from customer research to A/B tests
We help your store become more customer-centric, so more customers will convert (buy).
We do this through research – to uncover why some people don’t convert.
Then we help you launch quick-wins and A/B split test optimisations.
You get a robust CRO roadmap and knowledge-base.
We learn from test to test.
The more we learn and test, the faster you grow.
Your purpose-built CRO Roadmap and Knowledge-base software helps you…
✅ see an overview of insights (real customer observations), and filter them by area of site or theme
✅ see how hypotheses are directly linked to insights and data
✅ see clear next steps (prioritized hypotheses)
UX Research: Analytics and Insights
We use a variety of tools and techniques to peak into your customers mind. Learn why your users don’t complete their key tasks, why they leave, and why they don’t buy (convert).
You’ll learn where your website needs optimising and learn why users aren’t converting.
Expert Review
An expert review of your website involves a thorough analysis based on conversion and usability guidelines. It’s the quickest route to find and remove obvious conversion blockers.
You’ll uncover dozen’s of opportunities to help you improve your Conversion Rates.
User Testing
We record 5 users completing tasks on your website, and analyse their behaviour.
This method uncovers pain-points that your users face every day. We can then eliminate these issues, and make your website more loveable and profitable.
Conversion Optimisation (CRO)
After initial research, and launching quick-wins, we can help you organise a CRO roadmap and run ongoing optimisation. This will further increase your Conversion Rates and prevent you from launching changes that bleed money.
We’ve specialised in CRO for over 8 years and helped brands increase annual revenue by over €3 million 🙌
Which method should I use?
The most impactful way to start is to research using multiple methods at once: Analytics, an Expert Review and User Testing. Then you’ll have a smattering of quick-wins to implement and huge opportunities to optimise your website.
A focused way to start is with one or two research methods. This gives you a steady flow of quick wins and opportunities after each method is complete. If that sounds right for you, we recommend starting with an Expert Review.
Client satisfaction scores in the top 1%
We’re proud that, on average, clients have rated our work with a satisfaction score that ranks in the top 1% (a net promoter score of 75.)
This satisfaction score sits above Apple, Spotify and BMW
Some of the clients we’ve helped grow since 2017…
- Chris Marsh
- Laura Marsh
Client testimonials
“Chris is one of the best CRO Researchers I’ve had the pleasure of working with. I am a successful CRO Expert myself. I hired Chris to get a fresh perspective on a large Shopify store my team and I have been working with for a while. … His thorough, dedicated, knowledgeable, empathetic, and passionate efforts yielded a masterpiece. … Highly Recommended.”
Timur Altman, CRO expert and owner of Exceptional Web “Laura the funnel view in the airtable is great and helps to organize how we want to approach future projects. This is truly great work…”
Client, US menswear brand “You’ve been amazing Laura Marsh! Thanks for helping us out.”
Team member, €100M+ revenue ecommerce brand (site redesign) “…we are absolutely thrilled with November results! I wanted to extend a big thank you to both Chris Marsh and Laura for your dedication, efforts and so much more have played a significant role in our success.”
Ecommerce team, US menswear brand
We’ve specialised in Data & UX since 2012, and CRO since 2017
We continuously learnt from the best in the industry, through courses, peers and experts.
Regularly we share knowledge with clients, team-mates and industry peers – this ensures we grow together.
Some of our courses from the last few years are shown below.
Laura
Conversion Optimization Minidegree (2026)
AI for Customer Research (2026)
Statistics Fundamentals for Testing (2025)
Advanced Experimentation Masterclass (2024)
Strategic Research for Experimentation (2024)
Chris
Advanced Experimentation Masterclass (2026)
AI Workshop: Think like an AI Product Manager (2026)
Accelerating Innovation with A/B Testing, Ronny Kohavi (2023)
Adobe Target (2021) and Adobe Analytics Analysis Workspace (2019)
The Practical Guide to Usability, Top 10% Distinction (2017)
We work as two senior CROs, covering strategy and the hands-on work.
- We work with both mid-enterprise level ecommerce stores, and established CRO agencies.
- We can teach and guide you, collaborate with you and your team, or run all A/B testing activities for you.
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For pricing information, please get in touch.
Frequently Asked Questions
What results have you produced before?
We’ve run 200+ successful CRO projects, and have lifted conversion rates by as much as +38% from one test. This produced over €2 million in additional annual revenue for the client 🙌
Our clients have rated their satisfaction with a top 1% score (NPS 75).
Recently we co-launched a CRO program for a large Nordic store, which involved building a new insights hub and CRO program dashboard – this helps keep the momentum for constant learning and optimisation.
We helped a €100M+ store through a successful rebrand and redesign. We worked alongside the internal CRO team to give them extra capacity, and ran extensive user research and dozens of tests to validate specific changes before the new brand went live. The redesigned pages produced wins in both A/B tests and qualitative research, including validated perception increases. This was a large collaborative project with many stakeholders.
We’ve completed many tests which have boosted Revenue Per Visit from around the +3% to +8% mark.
Additionally, we’re constantly learning and becoming more customer-centric.
What is your background and experience?
We’ve set up successful CRO programs with regular A/B testing, user research, and personalised prioritisation and roadmapping for each client’s needs, as well as many successful one-off UX and CRO projects. We’ve now run 200+ A/B tests, and dozens of research projects. Along the way we’ve built knowledge about what tools and research to use, how to prioritise, and how to get testing aligned with business goals, strategy and customer needs. Customer needs are close to our hearts: creating better experiences that also bring in money.
We enjoy continuous learning and expanding our knowledge — see our courses, further up this page.
We’ve run small projects with small changes alongside large website redesigns for large brands, involving a great deal of tests and research (we’ve just finished one of these).
Tell me about A/B testing, will I need a developer?
When you run A/B tests, you’ll need a developer to create them. We can recommend developers that specialise in A/B testing.
We’ll then set each test up, carefully check the experience (QA), run it, analyse the results, document learnings, and share insights and next steps.
What tools do you use?
We use, or have experience with, these tools. A/B testing and experimentation: Optimizely, VWO, Convert, Adobe Target, Intelligems, GrowthBook and Visually.io. Analytics: Google Analytics and Amplitude. Behaviour and heatmaps: Hotjar, Microsoft Clarity and Heatmap.com. User research: UserTesting, Dscout and Optimal Workshop. Design: Figma.
We use multiple AI tools so we can work more efficiently and produce more insights for our time.
How do we start working together?
Where are you based?
Our roots are in Brighton, UK, and Estonia. We’re now based in Finland, and we work with clients around the world, including in the US, Europe, the UK and Australia.
Can you white-label your services, for our marketing agency?
We’re happy to white-label our work for agencies and other high-performing teams.
Do your work hourly, or on retainers?
Depending on the setup, we can work on a retainer for a set hourly amount, or on a project basis. We only work with 2–4 clients at a time.
Get in touch
Let’s boost your online sales, and transform customer happiness.
Planting a forest and living responsibly
By working with us, we also create a positive impact on the environment.
Positive impacts we’ve made, while working with our clients…
🌳 Planted over 5,000 trees
- ✨ Removed over 200 tonnes of carbon
The above impact is the same as offsetting over 70 long haul flights.
We donate monthly to Ecologi, who work with Gold Standard organisations to fund carbon projects and plant trees.
Get in touch
If you have any questions, or would like to chat about a project, please send a message using the form below.
Dash of CX
Vantaa,
Uusimaa,
Finland
Copyright ©2026 Dash of CX Oy
(Dash of CX Ltd), All Rights Reserved.
About
We’re two senior CROs, helping clients make their eCommerce stores more profitable and lovable.
We use Conversion Optimisation, UX Research and Analytics to uncover opportunities and insights that help you grow.