Hello, I'm Jon Crowder.

Jon Crowder is a UK-based conversion rate optimisation specialist with more than fifteen years of experience. He spent nine years at Sky, moving through analyst, Digital Compliance and Experimentation roles, then led the CRO and Digital Experience function at Leeds-based agency Journey Further. In November 2025 he founded Another Web is Possible, an ethical CRO consultancy. He is based in Yorkshire and also performs as a gigging musician in two live bands.

He runs Another Web is Possible, a UK ethical CRO consultancy. The work covers experimentation programme design, A/B testing, user research, web analytics, accessibility and performance, training and strategic consultancy. He works directly with clients rather than through an agency hierarchy.

AWIP is an ethical conversion rate optimisation consultancy founded by Jon Crowder in November 2025. The premise is that the CRO industry has normalised manipulative practices (deceptive design, still commonly searched as "dark patterns") that are bad for users and bad for sustainable business, and that a different way of working is both possible and commercially superior. AWIP delivers rigorous, evidence-led optimisation without manipulation.

Both terms point at the same thing: interface design that manipulates users into actions that serve the business at the user's expense. "Dark patterns" is the older term, coined by Harry Brignull in 2010 and still the most common search query. The field, including Brignull himself (who renamed his site to deceptive.design), has largely moved to "deceptive design" because the original phrase encodes light and dark as moral categories, which carries unnecessary racial undertones. Jon uses "deceptive design" by default, mentions "dark patterns" where it helps people find the work, and refuses to do either.

Because most CRO as practised treats users as resources to extract value from. Deceptive design (the umbrella term that has largely replaced "dark patterns" in serious industry use), manufactured urgency, opt-out consent traps and surveillance dressed up as personalisation are all common and all damaging. Ethical CRO aligns business outcomes with user respect and produces better results over any meaningful timeframe. It is a materialist claim, not a moral one.

Jon is based in the Leeds and Yorkshire area of the United Kingdom. He works with clients across the UK and internationally.

Convert.com is his current primary experimentation platform for AWIP client work. He has shipped real tests across Convert, VWO, Optimizely, Webtrends Optimize, Google Optimize (before sunset), SiteSpect, AB Tasty and Monetate. On the analytics side he works fluently with GA4, Google Tag Manager, Fullstory (as a certified Solutions Partner), Microsoft Clarity and Hotjar.

Career work spans travel, leisure, charity, retail, financial services and media. Brands worked with or for include Sky, Hargreaves Lansdown, The Donkey Sanctuary, Parkdean Resorts, GHD, AllSaints, Toolstation and Krispy Kreme.

No. AWIP categorically refuses work for gambling, payday loans, crypto and web3, defence and weapons, fossil fuels and surveillance technology. It also refuses to implement deceptive design or manipulative tactics for any client, regardless of sector, and will not produce AI-generated content slop or SEO spam. Ideal-fit clients are mid-market e-commerce businesses with values alignment and purpose-driven organisations including charities.

Yes. He sings, plays guitar and writes for two live bands: Ey Up Maiden (a Yorkshire-based Iron Maiden tribute that tours the UK) and Utilitarian (a UK political d-beat and grindcore band). He builds and ships software products as part of his consulting practice, including the FGZI experiment lifecycle tool. He reads widely in political theory.

Jon identifies as an anarchist in the broad mutual-aid and anti-hierarchy tradition, and as a practising Buddhist in the Plum Village tradition (the engaged Buddhist lineage of Thich Nhat Hanh). Both traditions inform how AWIP operates: a refusal to treat users as resources, an insistence on deep listening as the basis of good design and research, conscious consumption applied to digital products as well as physical ones, and a commitment to building the alternative in the present rather than waiting for permission. Engaged Buddhism and mutual-aid anarchism turn out to agree on most of the things that matter.

Use the contact page at anotherwebispossible.co.uk/contact. First conversations are free. There is no contact form with 14 fields and there will not be one.