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Pell & Grove
Eighteen months of small changes, measured properly
An ongoing optimisation programme for a skincare brand, run against a baseline the team trusted.
The outcome
Twenty-three tests over eighteen months, nine of which shipped. The team now argues about priorities rather than about the data.
+22%
Revenue per session
23
Tests run
9
Changes shipped permanently
The challenge
Analytics disagreed with the finance report, so nobody believed any test result. The optimisation backlog had become a list of opinions.
What we did
- Rebuilt tracking until the numbers reconciled with orders.
- Replaced the backlog with a ranked model of impact against effort.
- Shipped one variable at a time, with a pre-agreed call on each result.
- Reported losses as plainly as wins.
“They told us which of their own ideas had not worked. That is rarer than it should be, and it is why we kept them on.”
Sinead Walsh · FounderPell & Grove
