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Overview
Founder writing about why people take action online through CRO, behaviour, UX, measurement and experimentation.
News
Sometimes the decision is outside of your control.
Three weeks ago I published the empty leg analysis behind Empty Leg Finder, the SaaS platform I'm contracted to lead. Fifty thousand empty legs deeply analysed and cross referenced coupled with a heap of customer retention data, forming the case for a dis
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Sometimes your best customers barely use your product
I noticed something slightly uncomfortable in my product and customer data this week.I have been auditing flights and speaking to existing customers nonstop whilst building out version three of Empty Leg Finder. And this latest finding stopped me dead in
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I analysed 50,000 empty legs and realised we were solving the wrong problem
Empty Leg Finder V2 is live. People are paying for it, the product works, and I'm currently working out what V3 should become. Today I realised we might have built the core experience around the wrong behaviour, and I've had this hunch for a while. For an
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Why did I start this site?
I have forgone coming up with a fancy hook to draw you in. The temptation was there, but sometimes you just want to write for writing's sake instead of trying to optimise this or maximise that.And as I'm constantly optimising and iterating in my day-to-da
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Letting go of desires
Originally published September 2025. Part of the Archived Essays collection.During my Sunday reflection, I revisited a quote from James Clear I'd captured earlier in the week:"It doesn't make sense to continue wanting something if you're not willing to do
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