Zuko Analytics

Managing Director

Formisimo

Formisimo is a multi-award winning company that has created market leading platforms to help companies improve their web form or checkout conversion rate, reduce cost per acquisition and increase revenue. We've worked with Capital One, William Hill, Experian, Newegg, Just Giving, Publicis Group, Sainsbury's and DFS to help them do just that.

Zuko, our most recent platform (www.zuko.io), is a game changer - a 10x improvement on all previous products, and provides more functionality, insight and power than anything else on the market.

If your business would benefit from delivering more successful conversions through your web forms or checkout you should speak to us.

Now Healthcare Group Ltd.

Now Healthcare Group (Now GP, Now Patient,Now Pharmacy) provided digital Telehealth and pharmacy services to over 5 million insured lives.

My role was to continuously improve operational, product and financial performance by delivering data driven process and strategy change.

•	Drove marketing, operational, financial and product performance through data analytics
•	Led the operational, marketing and e-commerce teams
•	Briefed and managed the creation of external facing websites and customer communications
•	Reduced cost of customer acquisition by 80% through product and marketing optimisation
•	Created CRM programmes that doubled customer order rates
•	Improved support team output by 30% through restructuring internal working processes
•	Developed strong working relationships with blue chip corporate customers
•	Enhanced gross pharmacy margin by 5% through analysis of purchasing strategy

Head of E-Commerce and Operations

ABL BUSINESS CONSULTING LIMITED

Lead consultant delivering projects across multiple sectors and functions including:
•	Business modelling for a tech start-up to restructure an unprofitable revenue model
•	Business planning for a FTSE 100 CEO to establish a standalone retail brand
•	Market analysis for a financial services company that improved revenues threefold
•	Structured the business case for a university spin out, enabling them to secure venture funding

Independent Business Consultant

Metafused

•	Used robust market research to set product strategy and identify market needs
•	Set pricing strategy and negotiated end deals with clients
•	Liaised with key customers to ensure their needs were being met and their business retained
•	Ran marketing and external communications; delivered two successful industry award entries

Head of Product

AXM Venture Capital

•	Screened and assessed in excess of 300 business plans
•	Ran meetings with founders to determine attractiveness of potential investments
•	Structured and negotiated fund investments with founders
•	Sat on the board of 8 portfolio companies, exercising the Fund's investor rights
•	Delivered 9 new investments and 16 follow on investments

Investment Manager for the North West Fund for Digital & Creative

Manchester Business School

Full-time MBA, Joe Matthews Great Potential Scholarship
•	GMAT score of 750 (98th percentile worldwide)
•	Elected President of the MBS Marketing and Retail Club. Member of the Consulting Club
•	Team leader of the global winners of the 2013 Sustainable Venture Capital International Competition
•	Won "MBS Best Full-Time Graduating Student" award, finishing top of the class in academic performance
•	Delivered project for BMW on projecting risk in their supply chain

Full Time MBA

Google

•	Wrote 2014 business plan for Google's agency sales team
o	Identified key growth products and customers to set 2014 targets
o	Created resource and action plan to fulfill those targets
•	Developed YouTube hotspot analysis tool allowing the sales team to identify which clients were not using the product to its full marketing potential

MBA Summer Consultant

•	Headed a team of four, running client accounts with a combined annual media spend of £11m
•	Solved client marketing problems by utilising customer, market and proprietary data to inform            digital and offline communication strategies. Presented these strategies to senior clients
•	Successfully led the pitch process for new business wins in the entertainment, public transport and higher education sectors
•	Interpreted and synthesised output from the internal data team to form actionable recommendations. Delivered a 12% improvement on cost per passenger metrics for a tourism client
•	Won industry gold awards for outstanding client work:
       o	Barbour - used primary interview data to identify the key cause of target store's  underperformance. Developed a revised communications campaign that increased local sales by  15%
       o	Citi - utilised primary and secondary research insights to develop a communications campaign which delivered a rise of seven percentage points in brand consideration
•	Head of press trading
       o	Responsible for all buying rates in the press medium across the agency
              	Achieved below pool buying results in every audit
              	Helped save a new client c. 12% on in like for like media
•	Promoted to the Operations Board due to successful client retention and cross-selling of company services

Business Director

Nova

•	Coached students in conversational English

English Language Instructor

Get more customers completing your forms and checkouts | Software to improve your conversion rates

I'm Managing Director at Zuko, basically responsible for spearheading our growth, making sure our product continues to wow customers and generally juggling 10 things at a time whilst trying to avoid everything falling off the rails (if I can mix my metaphors!).

Zuko is a form analytics software platform designed to get more customers completing your online forms and checkouts. It shows you where your users are struggling and dropping out so you can fix the issues and deliver a better customer experience.

Zuko has all the features and insight you need to be able to answer the following questions:
- What fields cause my users to abandon?
- What error messages are being shown, and how often?
- What fields do users return to most?
- What field takes most time to complete?
- How do different devices interact with our form?
- Can I be alerted when my form breaks?
- What route do users take through our form?
- Which step of our journey causes most abandonments?
- What fields are the most problematic for our users?

If you're interested in finding out more.... drop me a message and ask me a question!

Alun

This is one of the proudest posts I've been fortunate to write.

I'm super-stoked to announce that Adam Winsland has been promoted to Head of Customer Success at Zuko Analytics.

Adam started 3 years ago with ZERO experience of form optimisation or #cro. Since then he's built his skillset to become an invaluable asset to the company.

He's hugely popular with our customers as he doesn't stint on spending time with them and won't stop until he's helped wring as many insights out of the Zuko data as possible.

For a natural introvert he's also pushed himself out of his comfort zone to spearhead some of our efforts to share form optimisation tips with the community.

He's the main reason that Zuko was awarded the "Best Customer Service"  award at the Experimentation Elite awards and played a large role in us being names "CRO Analytics Tool of the Year" in 2024.

I'm sure you'll join me in wishing Adam all the best in this very well deserved promotion.

Alun Lucas

Head of Customer Success at Zuko Analytics

Experimentation Elite

Data to get more customers through your forms and checkouts | Software to improve your user experience and your conversion rates

We’ve trained an AI to complain about your forms so I don’t have to... 😜 

Want a quick audit of your form's #ux so you can understand what's working well for you and what can be improved?

Submit the URL of your form and receive a free health check report on some of the key issues here 👉 https://lnkd.in/eGyi_XAB

Uncover anything surprising? Share it in the comments 👇 

_____________________________________________

👋 I’m Alun - MD of Zuko Analytics, in-depth form analytics software, now with a new Shopify app to track checkouts.

I post mainly about form UX and optimization so follow me or click the 🔔 on my profile to make sure you don’t miss anything. To test out Zuko, head to our website for a free trial or demo.

Your web form called. It needs a UX makeover.

And we've pulled together the resources needed to do that 👇 

Presenting the collection of ebooks and white papers that bring together the lessons from a decade of Zuko Analytics form optimization into simple, easy-to-digest formats.

And to repeat, they are all available *free* of charge - no strings attached:

The Big Guide to Form Optimization & Analytics - our magnum opus that summarises the most common design issues we've seen with forms and how to fix them
👉 https://lnkd.in/eyb2Er4a

How to use Data to Optimize your Form - A step-by-step guide to using advanced techniques to identify the most important issues on your forms & checkouts
👉 https://lnkd.in/ekkN8CbS

Optimizing Financial Forms - Zuko's biggest customer segment is the financial sector so this white paper is chock-full of specific advice for forms in the FS industries
👉 https://lnkd.in/deEjRQ8K

Form Optimization Checklist - work your way through the points in the list so you don't miss any key points of friction on your forms
👉 https://lnkd.in/e9rwiJXk

Feel free to share and save this post or tag in anyone you think would find these resources useful.

_____________________________________________

👋 I’m Alun - MD of Zuko Analytics, in-depth form analytics software, now with a new Shopify app to track checkouts.

I post mainly about form UX and optimization so follow me or click the 🔔 on my profile to make sure you don’t miss anything. To test out Zuko, head to our website for a free trial or demo.

Form Design Resources

Is  "9️⃣ 9️⃣ 6️⃣" hustle culture making its way to Europe?

Recently released data from Ramp indicated that the infamous 9 a.m.–9 p.m., six-day week is gaining traction again in the Bay area.

Would be interested to hear the view from both sides of the Atlantic. Do you see evidence of this in your market or are the media taking a mini-trend and turning it into a "thing"?

From a personal point of view, this is not something I would ever institute at Zuko Analytics or any place I was running. Whilst a sense of urgency can drive much needed momentum at a start-up / scale-up, trying to force people to be on duty for 72 hours a week would be counter-productive.

You risk just creating presenteeism, clock-watching and resentment. Much better to make it clear what the company and each individual's targets are and trust them to deliver. If they decide to do that outside of the usual 9 to 5 then that's down to them.

Any thoughts on 996? A necessary measure to compete in today's tech environment? Or just a fad used to virtue signal by the Bro-vangelists?

#WorkCulture #StartupLife #WorkLifeBalance

Ramp

Is there anyone in my network that uses both Shopify and Klaviyo? Have uncovered an interesting interaction / use case for them that is enabled by Zuko Analytics data. We're looking for people who'd be open to trying it out and validating it (for free).

The end benefit is the retention of potential customers who would otherwise drop out of the purchase funnel. If you're intrigued and open to learning more then DM me or let me know in the comments and let's talk 😁

Shopify

Klaviyo

We're sharing Shopify behaviour data... 🫳 🎤 

The Zuko Analytics Shopify app tracks a lot of checkouts so we thought we'd share some interesting conclusions from the aggregated data with the community.

Over the coming weeks we'll be dropping "Shopify snippets" revealing things like typical checkout completion rates, which types of users are most likely to convert and which checkout fields cause the most friction. Keep your 👀 peeled...

But, to kick things off, here's a pop quiz. Which field on the Shopify checkout do you think is related to the highest user drop-off?

Votes below - please do share your reasoning in the comments. Answers to be revealed in the weeks to come.

If you've got any burning Shopify behaviour questions then also drop them below and we'll do our best to answer them using the data.
_____________________________________________

👋 I’m Alun - MD of Zuko Analytics, in-depth form analytics software, now with a Shopify app to track checkouts.

I post mainly about form UX and optimization so follow me or click the 🔔 on my profile to make sure you don’t miss anything.

Unexpected insight from form analytics #316

Why in the name of all that is holy would people be returning to the mobile phone number field on a form 253 times???!

That's what a Zuko Analytics client asked when their data showed that people who abandoned their form were returning to the mobile field at a ridiculous rate.

It's certainly not normal - people who successfully completed the form only returned 1.3 times on average.

Luckily Zuko gives you the ability to dig deeper. They found the answer by using Zuko's Session Explorer which breaks down each session based on behavioural events.

Session Explorer revealed that the issue was with malicious actors who were spamming the phone number field to try and brute force a One Time Password and gain access to the system.

Armed with this insight the client was able to change their sign-up system to prevent future spamming and improve their overall security. Without the understanding they gained from a humble analytics tool they may have remained unaware of the issue.

Sometimes the most impactful insights are those that are completely unexpected.

What's your most unexpected insight from your #ux research? Share in the comments 
_____________________________________________

 I’m Alun - MD of Zuko Analytics, in-depth form analytics software, now with a new Shopify app to track checkouts.

I post mainly about form UX and optimization so follow me or click the 
 on my profile to make sure you don’t miss anything.

Unexpected form analytics insights

Are special character requirements for passwords dying a death? 🤔 

👇We've seen a few sites recently that actively *don't* want these characters, and who force you to reset your password if you've previously used them.

What are you doing for your password fields? Special characters in or out?

And what do you think about the below example that is adding a "memorable information" question instead of the need for special characters? Will this improve or degrade security / user experience?

There's more on the friction that the password field creates here 👉 https://lnkd.in/euzhhcC7

Drop your thoughts in the comments. Interested in your perspective Craig Sullivan, Adam Silver.

_____________________________________________

👋 I’m Alun - MD of Zuko Analytics, in-depth form analytics software, now with a new Shopify app to track checkouts.

I post mainly about form UX and optimization so follow me or click the 🔔 on my profile to make sure you don’t miss anything. To test out Zuko, head to our website for a free trial or demo.

Optimising Experimentation: Industry leading Expertise, Coaching and Mentorship

Designer with engineering background | I talk about designing products that are ridiculously simple and accessible to use.

Wondering why you are losing customers from your mobile site?

Join myself and Adam Winsland for this LinkedIn Live session on optimizing mobile forms. Learn why people might be abandoning your mobile forms and what to do about it.

Thursday 20th November 2:30pm UTC

Sign up here 👇

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