Convertex Digital is a boutique conversion optimization agency in Manchester, run by co-founders Ginny Forshaw and Ben, with a small bench of contractors behind them. For nearly five years they have built a business on one stubborn idea: traffic means nothing if it doesn't convert.

Growing Traffic Is Easy. Getting People to Convert Isn't.

For years, Ginny watched agencies boast about doubling a client's traffic while the sales stayed flat. To her, that was the whole problem, and it is exactly the gap Convertex exists to close. So user research sits inside every retainer, built into the work rather than sold as an add-on.

The harder part was making that research sharp enough to earn its place. In her earlier agency days, user testing was often broad and vague: hand someone a website, ask what they think, hope something useful comes back.

To test that way on a boutique agency's terms, Ginny needed a tool that was fast, focused, and predictable on cost. The tool Convertex used before was glitchy, and the bigger platforms were built for enterprise budgets, quoting agencies thousands a month and refusing to even let you sign up without a sales call.

A Subscription That Waits Until You Need It

When Ginny went looking for a replacement in early 2024, she wanted something specific: a subscription she could keep ticking over quietly in the background and scale up only when a project called for it. She did not want clients paying extra for a one-off task, and she did not want costs she couldn't pin down in advance. Userbrain fit on both counts.

Testing the Exact Leak in the Funnel

Convertex works in 90-day cycles, and user testing goes in early on almost every engagement. Rather than reviewing a whole site with a generic audience, Ginny zeroes in on the point where customers drop off: a product page, an add-to-cart step, a lead-gen form. She uses screener questions and the Userbrain tester pool to put the right people in front of the right screen, targeting specific roles when a project calls for it. For one project management SaaS client, that meant reaching people with titles like Head of Project Management and Head of Transformation.

Because clients sign off on every test script before it goes live, Ginny drafts each one in a shared document, then builds it in Userbrain once it is approved. That rhythm means testing happens at least once a quarter for active clients, plus ad hoc pieces whenever a client's market shifts. When a UK internet provider had to rewrite its pricing messaging for a new national regulation, Ginny used Userbrain to check whether real consumers even noticed the change, and how to word it so they understood it.

Two of Three Sessions Back Within the Hour

The clearest proof shows up in the turnaround. Setting up a test takes Ginny minutes, and the results do not keep her waiting.

That speed is what makes frequent, focused testing realistic for a two-person agency. It also removes the anxious waiting Ginny had come to expect elsewhere, where a single round of feedback could take a week to come back.

Not Moving Anywhere

For Convertex, the value of testing is not only in confirming a decision. It is in the surprises.

Those unexpected findings are what Ginny carries back to clients who never thought to question a page that was quietly losing them customers. After more than two years and 37 tests across dozens of client projects, Userbrain has become a fixed part of how Convertex delivers conversion work.

Results at a Glance