CONVERSION STRATEGY & EXPERIMENTATION
Small changes.Measurable impact.
Fieldwork is a boutique CRO and experimentation agency helping DTC and ecommerce brands turn more visitors into customers. We combine conversion strategy, UX design, and testing to uncover opportunities, improve shopping experiences, and drive measurable growth.
- Analytics + UX
- Experimentation
- Conversion strategy
Summit Works
Ridge Shell Jacket
$249
- 3-layer waterproof shell
- Fully seam-sealed
- Packs into its own pocket
Free shipping over $100 · 60-day returns
- Surface social proof
- Clarify value
- Reduce friction
The problem
You probably don't need more traffic. You need more from the traffic you already have.
You're paying to acquire visitors.
You've invested in paid media, organic growth and retention.
Customers hit friction before they convert.
Small UX, messaging and merchandising gaps can create big drop-offs.
You have data, but no clear roadmap.
You see the numbers. The harder question is knowing what to change next.
How we work
From insight to impact.
- 01Diagnosedrop-off
Find where customers drop off and why.
- 02Prioritize
- 01PDP social proofHigh
- 02Shipping clarityHigh
- 03Cart upsell copyMed
Focus on the opportunities with the greatest potential.
- 03Test
Control
Variant
Turn insights into hypotheses and experiments.
- 04Learn + Scale
Use results to inform what comes next.
Continuous experimentation
CRO in practice
Better conversion starts with better questions.
We turn customer insights into testable hypotheses, then let the data tell us what works.
Before: Limited product information
Summit Works
Ridge Shell Jacket
$249
Built for weather. Designed for every ride.
Shipping calculated at checkout
After: More confidence to purchase
Summit Works
Ridge Shell Jacket
$249
- 3-layer waterproof shell
- Fully seam-sealed
- Packs into its own pocket
Free shipping over $100 · 60-day returns3
- 1Customer reviews
- 2Key product benefits
- 3Shipping and returns reassurance
Hypothesis
Bringing product benefits, customer reviews, and purchase reassurance closer to Add to Cart will reduce uncertainty and increase purchase intent.
Illustrative example. Not a client result.
Small wins compound.
Real CRO isn't about chasing one giant win. It's about building a portfolio of evidence-backed improvements that compound over time.
Measure what each experiment actually impacts. Learn from every result. Compound the wins.
Each test is evaluated against the traffic and journey it actually touches, and program impact is tracked cumulatively. Conceptual illustration.
Ways to work together
Three ways to improve conversion.
Whether you need to uncover your biggest opportunities, improve a specific acquisition experience, or build an ongoing experimentation program, we can meet you where you are.
Not sure where to start? Start here.
Conversion Sprint
Find the opportunities.
For brands that know conversion can improve but aren't sure where to focus.
- Analysis
- UX audit
- Roadmap
- Test concepts
Conversion Landing Pages
Make your traffic work harder.
For brands investing in acquisition that need better post-click experiences for specific audiences, campaigns or customer needs.
- Strategy
- UX/design
- Build
- Test
Ongoing CRO
Build an experimentation engine.
For brands ready to continuously test, learn and optimize.
- Roadmap
- Hypotheses
- Launch
- Iterate
MEET THE TEAM
People Behind Fieldwork
Claire Diepenbrock
FOUNDER | CRO & EXPERIMENTATION STRATEGY
Claire has spent her career helping brands like Extra Space Storage, Black Diamond, Patagonia Provisions, and Peet's Coffee turn customer insights into measurable growth. She founded Fieldwork to bring thoughtful experimentation and hands-on CRO expertise to ecommerce brands.
Outside of work, she's usually running mountain trails with her Goldendoodle, Ripley, biking, or skiing.
Kaitlyn Taylor
FOUNDING PARTNER | UX, PRODUCT & DEVELOPMENT STRATEGY
Kaitlyn has led UX design, product strategy, and digital innovation for brands including 1-800 Contacts, Backcountry, Ollie, and Big Cartel. At Fieldwork, she brings customer insights to life through intuitive design, product thinking, and hands-on implementation.
Outside of work, she's skiing, biking, running trails, or dreaming up her next entrepreneurial venture.
Independent thinking. Measurable growth.