Alex Birkett is a co-founder of Omniscient Digital, an organic growth agency that helps ambitious B2B brands drive revenue through organic channels. Previously, he worked on growth and experimentation at Workato, HubSpot, and CXL. He lives in Brooklyn, NY and enjoys playing nostalgic pop punk tunes and scuba diving in his free time. He writes about the latest trends in growth marketing on his blog and LinkedIn.
Website optimization used to mean improving page load times, fixing broken links, and adding meta descriptions. While those elements still matter, performance optimization in 2025 requires a deeper understanding of user intent and friction—even if users never visit your site. Beyond technical repairs and keyword research, your website should...
A/B Testing is an experiment that compares two or more versions of a specific marketing asset to determine the best performer.
For years, CRO and SEO teams have worked in parallel—but rarely in sync. One drives visibility. The other drives results. And when they operate in silos, the handoff between driving traffic and sparking specific action is full of friction. If you’re leading experimentation or optimization strategies, you’ve likely felt...
You can have the most powerful and innovative product in the world, but if the user experience isn’t right, your growth will stagnate and your audience will abandon your product as soon as an easier-to-use alternative is available. From visual design and prototyping tools to user experience research and...
Hotjar is one of the most popular tools for user experience research and behavioral analytics. Alongside tools like GA4 and Convert, it’s a linchpin in many conversion optimization tech stacks. However, it’s not for everyone. Hotjar was acquired by Contentsquare, an enterprise customer experience platform, leaving question marks as...
Are you looking to take your website’s user experience to the next level and drive measurable improvements in conversions? Heatmap tools offer a powerful solution for in-house testers and CRO agencies seeking to understand user behavior, identify friction points, and optimize website performance. In this comprehensive guide, we’ll dive...
