Todd Ronczka

Hands-on CRO and digital product

I find where websites lose customers and fix the cause in production.

I start with the enquiries or sales a site isn’t getting and trace the shortfall to the friction behind it, using analytics and real customer behaviour. Then I build the change and get it live and tracked, working with the marketing teams, agencies, developers and internal stakeholders who each own part of the site.

View selected workAbout and contact
  • CRO
  • Digital product
  • Shopify
  • Analytics
  • UX
  • Experiment design

Selected work

Recent problems I diagnosed and fixed.

All 6 case studies

  1. One structured data model across two markets

    Structured data across the AU and NZ sites was fragmented and didn't say which clinics or doctors belonged to which market. That risked the wrong market surfacing in local search, and every new page added more markup to fix by hand.

    A multi-clinic healthcare group

    • Structured data
    • Technical SEO
    • Content architecture
    • CMS architecture

  2. Conversion components for a booking-led clinic site

    People ready to book were meeting competing calls to action and forms that were hard work on a phone. Every stalled visit risked an enquiry or booking going to the next clinic in the search results.

    A multi-clinic healthcare group

    • Conversion optimisation
    • Forms and lead capture
    • Mobile UX
    • Component architecture

  3. Clinic location pages rebuilt around search intent

    Clinic location pages sat on a mix of legacy templates and often missed what patients were searching for. Local enquiries could drift to clearer pages elsewhere, and updates had to be made one page at a time.

    A multi-clinic healthcare group

    • Information architecture
    • Technical SEO
    • Content architecture
    • Landing pages

  4. Reusable Shopify sections in place of a page builder

    The group's Shopify pages leaned on a legacy page builder, so routine changes needed builder work and builder pages carried its code. Updates were slow and costly, and the extra weight risked losing phone visitors before they acted.

    A multi-clinic healthcare group

    • Shopify theme architecture
    • Frontend implementation
    • Web performance
    • CMS architecture

Order of operations

Nothing gets redesigned until I know why it’s underperforming.

A weak number is a symptom. The cause might be a form that’s hard work on a phone, a page answering the wrong search, prices that disagree from page to page or tracking that was never right in the first place. Each needs a different fix, so I find out which it is before anyone touches the design.

  1. Find where it leaks

    Funnel and behaviour data show where people drop out, and search data shows where they never arrive. I check the tracking before trusting any of it, because a broken tag can look exactly like a broken page.

  2. Work out why

    I go through the page the way a customer would, usually on a phone, with session recordings alongside. Problems that look identical in a dashboard rarely look identical on the page, and that difference decides the fix.

  3. Design the change

    Every change starts as a written hypothesis: what’s wrong, and what should move if we’re right. Where traffic supports a proper experiment, I design one and agree up front what counts as a result. Where it doesn’t, I say so and pick an honest check instead.

  4. Ship it, then check

    I build it in the theme or CMS, usually as a reusable component, or brief the agency or developers who own that part and see it through sign-off. Then I check the tracking to see what actually changed.

Capabilities

Grouped by the problem they solve.

Tools I use

  • Optimisation

    The traffic is there. The enquiries and sales aren’t.

    • Conversion rate optimisation
    • Hypothesis development and experiment design
    • Funnel analysis
    • Behaviour analysis

  • Product & UX

    People can’t find the next step, or don’t trust it enough to take it.

    • Customer flows
    • Information architecture
    • Booking and enquiry forms
    • Landing pages and lead capture
    • Conversion copy
    • Mobile UX

  • Implementation

    The fix is agreed, then sits in someone else’s backlog.

    • Working in whatever the site runs on: Shopify, WordPress, HubSpot or a static build
    • HTML, CSS and JavaScript
    • Liquid, PHP and Astro for templates and themes
    • Bash, Python and SQL for tooling and data fixes
    • Reusable CMS and theme architecture
    • Integrations and tracking coordination

  • Measurement

    Decisions get made on numbers nobody fully trusts.

    • GA4
    • Google Tag Manager collaboration
    • Hotjar and behaviour analytics
    • HubSpot forms and funnel integration
    • Attribution and tracking requirements

  • Search & discoverability

    The pages that should rank don’t, or they rank for the wrong intent.

    • Technical and on-page SEO implementation
    • Schema and structured data
    • Internal linking
    • Content architecture