Conversion optimisation for DTC brands, built on how your customers actually behave and sized against your commercial numbers. More conversion, higher order value and a clear plan of what to fix first.
Led by Daniel Knight, former Head of Digital Product at Gymshark15+ years in DTC ecommerce · Free 20-minute check-up, no obligation
Scale
Years helping scale Gymshark from early startup to UK unicorn
Impact
Generated in annualised results from A/B testing
Testing
A/B tests shipped, from hypothesis to result
Experience
Years in DTC ecommerce, most recently at Ekster
What people say
“Working closely with him on the operational side, I saw first-hand how well he connects the dots between teams. He understands that growth only works when the whole business can support it, and he consistently made sure that scaling up never came at the expense of the customer experience.”
“He is always looking ahead, challenging the status quo, identifying potential risks and opportunities, and thinking several steps ahead to ensure the right decisions are made. He is also a highly data-driven decision-maker, combining analytical thinking with a strong work ethic, reliability, and an unwavering commitment to delivering results.”
“Daniel jumps into the detail when analysing the performance of an e-commerce site. He is a team player who listens 1st and builds a clear roadmap of recommended actions. It was a pleasure working with him.”
What we hear most
These are the things founders and ecommerce leads tell us when the numbers stop adding up. Almost every one points to the same place, and it isn't your traffic.
“Our mobile traffic is huge, but the sales still come from desktop.”
Small-screen friction: slow pages, fiddly filters and a checkout built for desktop.
“Shoppers add to basket, then vanish when they see delivery costs.”
Costs revealed too late. Thresholds and delivery belong on the product page.
“We launched a new theme and conversion dropped.”
Redesigns often break what was quietly working. Measure before you rebuild.
“Customer service gets the same sizing questions every day.”
The product page isn't answering the questions that close the sale.
“Our best sellers sell out, and the rest of the range barely moves.”
A discovery problem. Shoppers can't find what else you sell.
“GA4 and Shopify never show the same number.”
Tracking gaps mean decisions are made on the wrong data.
The fix isn't more traffic. It's getting more from the visitors you already pay for. Get a free quick win →
How we help
Every engagement is scoped to your store, your team and what you want to achieve. Book a free check-up and we'll send you a fixed quote before anything starts.
Launch right first time. We plan your site structure, define your tracking and brief your developer, then check everything before you go live.
+ Optional Launch Support: weekly developer oversight through your build, quoted to your timeline
Find the friction your customers feel. A prioritised roadmap with every opportunity sized in your currency. Read more →
Your optimisation branch. Hands-on expertise and continuous improvement, month after month.
Technical blockers stall more brands than anything else. We sit on your side of the table with developers, SEO and platform agencies.
Want support on a specific problem?
Product pages, navigation, basket and checkout, or a new market. We check the data first to confirm where the problem really is, then optimise that journey end to end.
What you get
Every client gets a private roadmap workspace, kept up to date while we work together.
DOC-01
Delivery cost revealed late
Hypothesis
If delivery costs and the free-delivery threshold show on the product page, fewer mobile shoppers will leave at the delivery step.
Acceptance criteria
Up next2
In test1
Shipped1
How it works
We check your tracking, then follow real customer journeys to find where they drop.
You getTracking check and journey review
Every opportunity sized by value and effort, so you fix the biggest first.
You getPrioritised roadmap
Changes go live as tests, so you see what customers respond to before you commit.
You getTest briefs and results
Winning changes roll out across the site, and the roadmap moves on to the next opportunity.
You getRollout plan and next priorities
Who you'll work with
I'm Daniel. I spent over ten years at Gymshark, from early startup to £600M+ in sales, finishing as Head of Digital Product. Most recently I led ecommerce at Ekster.
I've sat on your side of the table. I've hired agencies, briefed developers and answered for the numbers, so I know what actually works and what only looks good in a deck.
I started DOC Commerce in 2026 because too often I saw brands treated as one more account on someone's list. I want every brand I work with to come away with real expertise, and a partner who genuinely wants them to succeed.
“This isn’t a job for me. I do it because I care whether your brand succeeds.”
What you can expect
How colleagues describe me
From LinkedIn recommendations. Read what they said
Recent work
A cross-sell block was crowding the cart, and shoppers had no clear summary of what they'd pay before checkout.
What changed
A/B test against the previous cart, 97.6% probability to beat control. Average order value held steady. The changes were tested together, so the lift belongs to the redesign as a whole.
The main product page button used the brand's black. We tested a high-contrast orange to find out whether the brand colour was costing conversions.
What we found
Overall, orange won. Underneath, it wasn't a win everywhere: mobile, paid and new visitors drove the lift, while desktop and organic traffic went the other way.
What we recommended
Roll out in the two strongest markets only, hold the rest, and re-test on desktop and organic. The bigger outcome was a brand decision, not a button: when should a brand colour give way to the numbers?
A/B test on one product page, 96% confidence. The confidence interval crossed zero, so we recommended rolling out only where the evidence was strongest.
An advisory engagement restructuring site navigation, analysing what drives returns, and redesigning key journeys so customers find the right product faster.
KPIs in focus Results in progress
Not ready for a call?
Send us your site and we'll review it on mobile and desktop, then reply with one change worth making, written up exactly as we would in an audit.
Every engagement is led by Daniel Knight, DOC's founder, from the first call to the final recommendation. Where a project needs specialist depth, such as development, analytics or SEO, we bring in specialists we've worked with directly, and Daniel stays accountable for the outcome. You'll never be handed to an account manager or a junior.
Read access to your analytics and ecommerce platform is usually enough to start. We'll confirm exactly what's needed on the check-up call.
No. We plan, brief and quality-check, and your developer or agency builds. With Launch Support, we oversee your developer week by week through the build, quoted to your project timeline. If you don't have a developer, we can recommend ones we trust.
Mostly Shopify and Shopify Plus, and other major ecommerce platforms on request.
Either. Your team can build from our briefs, or we can bring in a trusted developer.
Results vary by brand and customer type, and how quickly a test reaches significance depends on your traffic volume. Overall results are typically visible within two to three months, and we forecast impact on an annualised basis so you can see the full commercial value.
No one can honestly guarantee a result before it's tested, and we won't pretend to. What we do guarantee is the working. Every opportunity comes with an estimated uplift range and how confident we are in it, changes are tested wherever your traffic allows, and a 90-day impact review shows exactly what moved and what didn't.
It depends on your conversion rate and the size of change you're testing, but as a rough guide, steady A/B testing needs a few hundred orders a month through the pages being tested. Below that, tests take too long to reach a reliable answer, so we focus on high-confidence fixes and measure before and after instead. We'll tell you which applies on the free check-up.
It depends on your store, your team and what you need. Projects are a fixed fee, monthly support is a set monthly fee, and technical support is a day rate. After a free 20-minute check-up we send a fixed quote, so you know the full cost before anything starts.
The audit is a one-off fixed fee. Monthly partnerships start with a three-month minimum, then roll monthly.
Yes. That's exactly what Technical Bridge is for: sitting on your side of the table with developers, SEO and platform agencies, so their work is tied to clear goals.
