Steve New Conversion Consultant

Conversion Consultant for complex buying journeys

I help businesses work out where good prospects get stuck across a complex buying journey, what the evidence says is happening, and what is worth fixing first.

Most of my experience is in professional education, training and certification, where people have to think seriously before buying.

Email me See the Conversion Journey Diagnostic

steve@stevenew.com

Where I look

Often the answer is smaller than the original list of problems.

When the obvious conversion problem isn't the actual problem

Most conversion problems arrive looking like a page, traffic, email or checkout problem.

Often they are, but sometimes the issue is somewhere else.

A good prospect can understand the offer and still get stuck because the fit is unclear, an important condition appears too late, pricing or payment options are confusing, support has to patch gaps, or different parts of the business are giving slightly different answers.

I look across the wider buying journey instead of assuming the problem is the page, email or checkout everyone can see.

That can include positioning, sales pages, email, qualification, pricing, support, onboarding and delivery.

I look at what customers actually say and do, then test the obvious explanations against the evidence. The useful part is finding the 80/20: the few changes worth making.

The offer

Conversion Journey Diagnostic

A fixed-scope diagnostic for one important buying journey

I review the parts of the journey that matter, look at the available evidence, and work out where otherwise suitable prospects are repeatedly getting stuck.

The output is deliberately small: what appears to be getting in the way, what deserves changing first, and what can wait.

A good fit usually looks like this

The purchase matters enough that people think seriously before buying
The buying decision happens across several pages, emails, conversations or steps
There is enough customer activity and useful internal evidence to learn something concrete
There is a real decision to make, and you can act on a small number of recommendations afterwards

What I need

One important journey, one primary customer group, the business decision you are trying to make, and access to the evidence that matters.

What I do

I review the smallest useful evidence set. Depending on the case, that might include analytics, transactions, CRM and email data, customer language, support conversations, onboarding information, behavioural records and the assets customers actually see.

I test the main explanations and narrow the result to the few decisions the evidence supports.

What you get

A concise decision brief covering:

Usually 3–5 supported findings
The main constraint
1–3 changes or tests worth doing first
What I would leave alone for now
How to measure the important changes
Important remaining unknowns

You also get a 60-minute findings call and 7 calendar days for clarification after delivery.

Looking for a CRO or conversion audit?

The diagnostic can include the usual conversion rate optimisation territory: sales pages, emails, checkout and the rest of the visible funnel.

It can also follow the evidence into qualification, support, onboarding or the rules around the purchase.

Finding things to change is easy. Deciding which ones matter is the useful bit.

Think it might fit? Email me

Evidence

Selected work

A few examples of the work

Examples from my work in professional education and training.

Finding the real weak point in a professional training journey

A professional training programme looked messy across the sales page, emails, checkout, support, onboarding and even the first live session.

I reviewed customer language, transactions, support records, onboarding information, attendance and early refund data. Interest was healthy and onboarding was largely working. The repeated weak point came later: otherwise suitable prospects were still having to work too hard to decide whether the programme was right and workable for them now.

That led to three changes: make fit and participation easier to understand before purchase, keep commercial and participation rules consistent, and make sure serious buying questions could not quietly disappear.

It also ruled out a price cut, a broad rebuild and simply sending more sales email.

Read the case study

Higher price, fewer buyers, stronger commercial fit

The offer had evolved. The price had risen and the business was targeting a more professional buyer, but the main sales page still reflected an earlier, broader version.

I rewrote and restructured the page: cut weaker sections, made it easier for a busy professional buyer to scan, tightened the calls to action, and aligned the page with the new positioning and price.

After the repositioning, revenue remained broadly similar despite fewer buyers. The cohort also appeared better aligned and easier to serve, while fewer students meant lower running costs and more profit.

Buyer count alone was the wrong measure.

Read the case study

Turning a broad launch into a clearer event-to-sale path

Relevant coaches were already on the list, but mixed into a much broader audience.

The coaching and event audiences closest to the offer engaged much more strongly with the sales material than the broad list did.

The useful move was not simply to promote harder. I focused on identifying the right people earlier and making the event, follow-up emails and sales page work more like one buying decision instead of starting again at each stage.

Read the case study

About

About Steve

I'm an Australian conversion consultant based in Barcelona, working with businesses internationally.

Most of my experience is in professional education, training and other products people have to think seriously about before buying.

I work across the bits that usually get split into separate boxes: audience, events, offers, sales pages, email, onboarding, support and delivery.

Contact

Have a buying journey that feels weaker than it should?

If good prospects are getting stuck and nobody is quite sure where the real problem sits, send me what you are seeing.

I'll tell you if it looks like a sensible fit for the Conversion Journey Diagnostic before you spend anything.

steve@stevenew.com LinkedIn

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