Charlotte Whelan

"CRO can transform organisations and improve the lives of the people who work there"

Head of Operations

My role as Head of Operations encompasses a lot. From initial conversations to conducting CRO Audits and leading full service CRO projects, as well as generally keeping the business ticking over.

Throughout my time interacting with clients I help them feel connected to the work being done through clear communication. I pride myself on my ability to research, strategize, and plan what tests should be rolled out and when.

After spending approximately 9 years in the fields of user research and conversion rate optimisation, I feel confident in my abilities to see from the perspective of users and tap into the opportunities that are going to make their time on the site smoother, more pleasant, and ultimately more persuasive to purchase.

What led me to conversion rate optimisation

My journey to conversion rate optimisation (or CRO for short) begins somewhat unusually. I studied in integrative counselling and psychotherapy for 2 years, gaining skills in active listening, stepping into someone else’s shoes, and understanding what makes us tick as human beings.

After earning my diploma, I decided to make a bit of a radical change and put my new found skills to good use in user research. The one-to-one moderated user research I carried out involved making participants comfortable so they could be honest and open about their thoughts and feelings regarding websites, customer experiences, and concepts.

It was whilst working for this user research agency that I completed my CXL course in copywriting and product messaging, tapping into the psychology around human behaviour that I really enjoy.

During the Covid-19 pandemic I started volunteering with my colleague Robert, learning about conversion rate optimisation from someone with years of experience. After a few years I helped him found our agency Credo, a dedicated conversion rate optimisation agency with it’s heart in 2 areas, data and, (the bit I love the most), human psychology.

Chris Dieguez

Marketing / Creative Director – Participant Capital

“Working with Charlotte from Credo was an exceptional experience. She brought a thoughtful and strategic perspective to our website revamp, always grounding her recommendations in data and user behavior. The process felt highly collaborative, and Charlotte took the time to understand our brand, our goals, and our audience, and worked closely with us to align to explain each change and its measurable outcomes. We are excited to see the improvements in engagement and conversions soon. Highly recommend!”

My life beyond conversion rate optimisation

Nobody can be summed up solely by their work history. There’s a lot more about them.

The biggest thing you should know about me is that I love to travel and be fully immersed in new experiences. I love visitor attractions of all kinds from museums (I spent the best part of 3 days in the Natural History Museum alone), zoos and aquariums, theme parks, castles and manor houses, gardens and more.

What I love most about these places is that, if done right you can be transported away from everyday life. Whilst I do love them, my CRO brain does often kick in, thinking about all the ways they could be even better!

Here are just a few photos from my various travels to the Grand Canyon, Rome, Paris, Barcelona, and Athens!

Hamiz Shah

Founder and CEO – Vitera

“Having worked with many individuals & agencies external to my organisation, having someone that puts the client’s needs first is a welcomed rarity.

Charlotte however, has a unique ability to wholly embody the client’s company. So much so that the lines between ‘internal’ & ‘external’ become near non-existent.

This includes defending the client’s brand identity & USP’s as her own, to ensure they are represented in the best way possible. Even if it means eloquently challenging certain points, if she feels we are straying from our very own brand identity.

This is something I would expect from only the most seasoned internal staff – or from myself. Having this from outside the organisation is a tremendous asset.”

The way I work

I am very hands on in our client work, heading up all ongoing projects along with my colleague Alice. You can often also find me deep in one of our conversion rate optimisation audits. I love to collaborate and work closely with clients, building a relationship that lasts and drives meaningful results.

Paul Stokes

Director – Pursual

“We engaged Credo for a mini audit of our e-commerce website, specifically targeting an improvement in our conversion rate. The onboarding process was seamless and clearly explained, and we were consistently kept informed of our progress. The audit itself, along with the follow-up implementation meetings, was excellent and significantly exceeded our expectations. Crucially, the engagement was a resounding success: we have seen a tangible and immediate increase in our conversion rate, and we continue to leverage the detailed audit to drive ongoing, incremental improvements. Thank you to Charlotte for her expertise and we highly recommend this service.”

Richard Benson

CEO – Releasd

“We had an initial report with the agency MD and the work itself was undertaken by Charlotte who we found to be professional, knowledgable and credible. Responses were fact and we felt that expectations were managed well.”