"Overall, our conversion rate has increased from where it was a year ago which is a testament to the work that we’ve all put in. We’ve had a couple of really interesting tests, such as the mobile search test which increased sales by 14% which has been fantastic. Over the last 12 months, we’ve really changed the way we’ve approached things. The most important thing is our conversion rate has improved, but we also tackle things differently too. We apply a testing model to pretty much everything we do outside of conversion optimisation. This new way of working means we have a much more engaged workforce, who feel they can get things done much quicker."