We believe in a web built on trust, transparency, and genuine value. Our mission: empower users, drive sustainable growth, and prove that business success never needs to come at the cost of ethics. Join us in building digital experiences that put people first.
Another Web is Possible exists because I got tired of optimising websites in ways that felt fundamentally wrong.
For 15 years I've worked in CRO, leading experimentation programmes for major brands, delivering millions in revenue impact, running hundreds of tests. I know how to make conversion rates go up. The problem is, much of the industry achieves this by manipulating users, exploiting psychology, and treating people as resources to extract value from.
Dark patterns that trick users into purchases they didn't want. Artificial urgency that manufactures panic. Interfaces designed to make it harder to leave than to buy. Surveillance capitalism dressed up as "personalisation".
That isn't optimisation, it's extraction.
The web doesn't have to work this way.
AWIP operates on a simple principle: power to the users.
Websites should serve the people using them, not exploit them.
Optimisation should remove friction and help users achieve their goals, not manipulate them into outcomes that leave them feeling cheap and used.
This isn't naive idealism. It's better business. Users trust websites that respect their autonomy. Trust converts better than trickery. Ethical optimisation builds sustainable growth rather than burning through customer goodwill for tactical quarterly gains.
I founded AWIP in November 2025. It freed me to do this work properly, without agency politics, overheads or the pressure to prioritise client revenue over doing what's right.
Now I work with organisations who understand that growth doesn't require exploitation. Who understand that conversion rates matter, but so does treating users with dignity. That another web is actually possible if we choose to build it.
![[headshot]](https://cdn.prod.website-files.com/6918b54552a805f1b50dfa00/6931752c850089b6a4c51740_authorphotojon.png)
Curious about ethical CRO? We’ve gathered the most common questions about our approach, methodology, and what makes AWIP different. If you’re wondering how conversion rate optimisation can be both effective and principled, you’re in the right place.
Ethical CRO means optimising for conversions without manipulation or dark patterns. We focus on transparency, user empowerment, and genuine value exchange—so your growth never comes at the expense of your users’ trust.
No. This is a myth perpetuated by an industry addicted to short-term extraction. Ethical optimisation delivers better long-term results precisely because it builds trust rather than burning through it.
When you remove genuine friction instead of manufacturing fake urgency, users come back. When you make checkout clear instead of hiding cancellation options, you reduce support costs and refund rates. When you respect autonomy instead of manipulating decisions, you build a customer base that actually wants to be there.
Most CRO treats users as resources to extract value from. Dark patterns trick people into purchases they didn't want. Artificial urgency manufactures panic. Interfaces make it harder to leave than to buy. Surveillance capitalism masquerades as "personalisation".
This isn't optimisation, it's exploitation. And it destroys long-term trust faster than any test can rebuild it.
It aligns business success with user needs rather than positioning them as opposing forces. This means testing genuine improvements, not how effectively you can manipulate people. Removing actual friction, not creating artificial pressure. Respecting privacy whilst gaining insight. Making things clearer and easier, not deliberately confusing users into profitable mistakes.
You can't manufacture a short-term spike in conversions by tricking people. But you build something much more valuable: a business people actually want to engage with.
Some users have become numb to dark patterns through constant exposure. That doesn't make them ethical, and it doesn't mean users like them. Research consistently shows people resent being manipulated, even when the manipulation works.
Building trust means doing better than the industry standard, not matching its lowest common denominator.
If your competitors are winning through exploitation, you face a choice: compete on their terms or build something better. Short-term, manipulation might win conversions. Long-term, the businesses that survive are the ones users trust, recommend, and return to.
Trust compounds. Exploitation depletes. Choose accordingly.
The same way you measure any optimisation: impact on business goals. Revenue, conversion rates, customer lifetime value, retention. Ethical optimisation isn't about sacrificing results for principles. It's about achieving sustainable results through principled methods.
We also measure things exploitative optimisation ignores: user satisfaction, support ticket volume, refund rates, repeat purchase behaviour. These indicate whether you're building value or just extracting it faster.
Idealism would be ignoring commercial reality. This is pragmatism informed by 15 years watching businesses chase short-term gains at the expense of long-term sustainability.
The logic of endless growth through exploitation and extraction is killing the web. Ethical practice isn't about being nice. It's about building businesses that last because people actually want them to exist.
User Autonomy Above All
Users deserve control over their own decisions. We design experiences that respect choice rather than manipulate it, rejecting dark patterns and exploitative practices that undermine user agency
![image of business strategy session [interface]](https://cdn.prod.website-files.com/6918b54552a805f1b50dfa00/6931808ede457c1f7f203ea2_john-FlPc9_VocJ4-unsplash.jpg)
Transparency as Standard
No hidden costs, no disguised AI content, no pretending to be something we're not. We tell our clients and our users what we're doing, why we're doing it, and what happens with their data.
![[interface] image of software dashboard integration (for a legal tech)](https://cdn.prod.website-files.com/6918b54552a805f1b50dfa00/6931809a4fce791300f283b8_scott-graham-5fNmWej4tAA-unsplash(1).jpg)
Long Term Trust Over Short Term Gain
We measure success by customer lifetime value, repeat business and genuine recommendations rather than conversion rate manipulation. Building trust requires going above and beyond what's normal, then defending those standards when it costs us.
Consistent Values Under Pressure
Our principles don't change based on political climate or commercial convenience. We know what we stand for and we'll defend it when tested, accepting that some customers might disagree.
Evidence-Based Optimisation
We experiment rigorously and make data-informed decisions, but never at the expense of the user. Measurable business results matter, but not more than treating users ethically.
Humans Always Beat Machines
Real relationships, genuine insight and authentic creativity cannot be replaced by pattern-matching algorithms. We value human work produced by people with expertise, accountability and lived experience.
