pointshift Conversion Engineering

Find the constraint.Shift the outcome.

Get more revenue from the traffic you already pay for.

We find what’s stopping buyers from buying, or from buying more, then lead the tests most likely to make you more money.

Book an initial call See the method

For established ecommerce and D2C brands. Founder-led from Australia, working internationally.

Buying journey schematic Purchase intent flows from attention through interest and belief to purchase. The flow narrows sharply at the selected stage, marked as the constraint. A dashed outline shows the larger flow that could continue if that constraint were relieved. Constraint If relieved

Belief“Will it work?”

Illustrative. Select a stage to move the constraint. Every business has a different one; finding yours is the first job.

More traffic.More unanswered questions.

Advertising platforms keep changing and attention keeps getting more expensive. Whether growth is slowing or margins are thinning, the usual response is the same: buy more traffic or redesign the site. The more useful question is narrower: what is stopping the people already arriving from buying, or from buying more?

Three common starting points

Acquisition costs are rising.

Each extra dollar of ad spend returns less, and scaling feels riskier every quarter.

The diagnostic asks firstWhere does the journey lose the buyers you’re now paying more to reach?

Traffic arrives, but too few buy.

Your media agency delivers visitors. Buyers leave without the explanation, evidence or reassurance they needed.

The diagnostic asks firstWhich buyer question goes unanswered: relevance, belief, trust or ease?

Plenty of ideas, little evidence.

Revenue is there, but nobody can say which changes deserve investment, so confidence to scale stays low.

The diagnostic asks firstWhich opportunity is worth testing first, and how will we know if it worked?

Usually the constraint is specific: something buyers need to understand, believe, trust or feel before they will buy.

We combine what customers tell us with what the analytics show, identify the constraint on purchases, and test the changes most likely to improve revenue, profit and your ability to scale.

Understand the buyer.Find the constraint.Amplify the impact.

Research produces hypotheses. Experiments test them. Findings decide what comes next. Success is measured in revenue and profit per visitor, not conversion rate alone.

Not every experiment wins. A well-run test that loses still tells you where not to spend, and every result is reported plainly.

The Pointshift feedback loop A control loop. Diagnose, Prioritise and Test act on your buying journey, which turns traffic into purchases. Results are measured, pass through Optimise, and feed back into the next diagnosis. 01Diagnose 02Prioritise 03Test Buying journey Traffic Purchases 04Optimise Measured results Evidence for the next cycle The Pointshift feedback loop: Diagnose, Prioritise and Test act on the buying journey; measured results pass through Optimise and feed back into Diagnose. 01Diagnose 02Prioritise 03Test Buying journey Traffic Purchases 04Optimise
A closed loop: every result, including the tests that lose, becomes evidence for the next round of diagnosis.
  1. 01

    Diagnose

    Review your funnel, analytics and on-site behaviour, and hear from customers through surveys and interviews. Establish what buyers need to understand, believe and trust before they purchase.

    Evidence and hypotheses
  2. 02

    Prioritise

    Rank opportunities by likely impact, strength of evidence and effort. Make assumptions explicit and define what each experiment must measure.

    A focused roadmap
  3. 03

    Test

    Brief each experiment, write focused copy variants, coordinate with your team and check every test before it goes live.

    Experiments measured properly
  4. 04

    Optimise

    Analyse the results, keep what works, learn from what doesn’t and carry the evidence into the next cycle.

    An evidence base that builds

Every purchase answers four questions.

Buyers rarely tell you what stopped them. Customer research, analytics and testing show which of these questions your buying journey leaves unanswered, and for whom.

  • Relevance
    “Is this for me?”

    Product, audience and message alignment.

  • Belief
    “Will it work?”

    Clear explanation and credible evidence.

  • Trust
    “Can I rely on you?”

    Proof, expectations and purchase risk.

  • Ease
    “What happens next?”

    Clarity and friction from product page to delivery.

Every recommendation comes with its evidence.

Findings arrive in one consistent format, so you can see the evidence behind each recommendation, judge it for yourself and know exactly what a test will measure. This is an example of that format, written for a fictional brand.

Example format · fictional skincare brandFinding 03 of 11

Mobile shoppers can’t easily confirm the product suits sensitive skin.

Constraint: BeliefPriority: HighImpact: HighConfidence: MediumEffort: Low
Observation
On mobile product pages, ingredient and suitability details sit in a collapsed tab below the reviews.
Evidence
  • Analytics: visitors who open the tab add to cart more often than those who don’t.
  • On-site survey: “Not sure it will suit my skin” is a recurring reason for not buying.
  • Customer interviews: first-time buyers describe checking ingredients before ordering.

Opening the tab may signal existing intent rather than cause the purchase. The test separates the two.

Hypothesis
If suitability and key ingredients appear beneath the price on mobile, more product-page visitors will add to cart, because the page answers “Will it work for me?” sooner.
Proposed test
Mobile A/B test. Control: the current page. Variant: a three-point ingredient summary and a sensitive-skin note beneath the price.
Measurement
Primary: mobile add-to-cart rate. Guardrails: conversion rate and average order value. Sample size and duration agreed before launch.

Start with clarity.Build from evidence.

Two stages. The diagnostic shows you where to start; the programme turns that into tested change. Each is scoped with you before work begins.

STEP 1

Revenue diagnostic

Know where to start, and what to test next.

  • Funnel and buying-journey assessment
  • Analytics and behavioural review
  • Customer research, surveys and interviews as scoped
  • Prioritised findings and hypotheses
  • Proposed experiments, briefs and measurement plan

Scoped and priced after an initial conversation.

Diagnostic fee credited to the programme if you proceed within the agreed window

STEP 2

Conversion optimisation programme

Turn the roadmap into tested results.

  • Research and experimentation leadership
  • Prioritised roadmap and experiment briefs
  • Focused copy changes and test variants
  • Coordination with your team and pre-launch checks
  • Results analysis and ongoing optimisation

An initial three months, continuing where the evidence supports it.

Pointshift leads

Research, prioritisation, experiment design, focused copy and variants, quality checks and analysis.

Your team implements

Your designers and developers build the tests. You provide data access and someone who can approve priorities.

Outside the core scope

Paid media management, full website builds, substantial design work and complete copy rewrites. Software and research incentives are funded separately.

What to expect, and when

An indicative timeline. Research recruitment, implementation speed and traffic volume set the real pace, so dates are confirmed in your proposal.

After the first call

A scoped proposal for the diagnostic, with dates.

Around week 4

Prioritised findings, hypotheses, proposed experiments, briefs and a measurement plan.

Monthly

A results report and an updated roadmap.

End of month three

A programme review and a recommendation on what comes next.

Discuss a diagnostic

Start with a conversation. No obligation to proceed.

Proven demand.More to capture.

Our work suits ecommerce and D2C brands that already sell at volume and want clarity on exactly what will improve their acquisition economics.

  • Meaningful traffic and purchase volumeEnough activity to support research and reliable experiments.
  • Access to the right dataStore, analytics, advertising and customer information.
  • Capacity to implementDesign and development resource to get changes live.
  • A committed partnerSomeone who can approve priorities and keep work moving.

Common questions

Do you manage our advertising?

No. We work alongside your media agency or in-house team. When more visitors buy, the traffic they bring becomes more valuable, and their data informs our research.

Who implements the changes?

Your designers and developers. We lead the research, roadmap and experiment briefs, write focused copy variants, coordinate with your team and check each test before launch.

How quickly will we see results?

The diagnostic delivers prioritised findings and a test plan within its agreed timeframe. How quickly experiments reach a clear result depends on your traffic, purchase volume and the size of the change. We agree how each test will be measured before it goes live, and we don’t promise particular uplifts.

What if the problem isn’t conversion?

The diagnostic looks at the whole buying journey. If the constraint sits in the offer, pricing, product range or traffic quality, we’ll say so and recommend where to focus instead.

What tools do you use?

We work within your existing stack where we can. Typically that means GA4 and Shopify analytics, Microsoft Clarity or Hotjar for behaviour, post-purchase and on-site surveys, customer interviews, a testing platform suited to your store, and a shared experiment log you keep. Software is funded by you, and we only recommend what the programme needs.

What does it cost?

The diagnostic is scoped to your funnel and priced after an initial conversation. If you continue into the three-month programme within the agreed window, the diagnostic fee is credited toward it.

James Kimmorley, founder of Pointshift
James KimmorleyFounder, PointshiftLinkedIn profile

Analytical by training.Commercial by practice.

Pointshift applies engineering, the cognitive, behavioural and learning sciences, and sales to one question: what does a buyer need in order to buy?

  • EngineeringBachelor of Engineering

    Flow, feedback and testing. Engineering trained me to treat a system as flows and constraints, and a long interest in systems thinking and cybernetics keeps feedback at the centre: measure, hypothesise, test, adjust.

  • EducationPostgraduate Diploma in Education; physics and mathematics

    Clarity, communication and sequence. How explanation, order and cognitive load decide whether someone understands and acts, or stays confused and stuck.

  • Sales and marketingFrontline selling; marketing masterminds

    The buyer’s side of the decision. More than A$7 million in sales closed personally, working firsthand with the beliefs, emotions, criteria and doubts that shape a purchase.

I lead every engagement personally and work directly with your team.

What’s holding your growth back?

Start with a conversation about your business, your buying journey and your data. If there’s a fit, I’ll propose a scoped diagnostic. If there isn’t, I’ll tell you.

Book an initial call
  1. 01Book a time

    Choose a slot that suits you.

  2. 02Talk it through

    Your business, your buying journey and where growth is stalling.

  3. 03Receive a scoped proposal

    If there’s a fit, a diagnostic scoped to your funnel. No obligation to proceed.

Useful to bring: your website, your biggest acquisition challenge and a rough sense of traffic and purchase volume.