GAIN

The gap between finding a problem and acting on it is where most momentum gets lost. It's something we've seen time and time again working with brands on conversion optimisation. Most businesses don't have a shortage of data. They have a shortage of time. Time to analyse user behaviour. Time to investigate why a page isn't converting. Time to prioritise opportunities. Time to turn insights into meaningful tests and improvements. The result is that valuable opportunities often sit undiscovered, or worse, identified but never acted upon. That's what led us to Lupine. We wanted to capture the expertise behind more than 15 years of GAIN Conversion experimentation and make it available whenever teams need it. Lupine analyses webpages, identifies areas of friction and generates evidence-backed recommendations in minutes, helping teams move more quickly from insight to action. It's why we're particularly pleased to see Lupine featured in Performance Marketing World's Top 6 AdTech & MarTech Tools this week. Read the full article here: https://lnkd.in/eEj2nZws #CRO #performancemarketing #AI

Not every piece of brand content needs to shout to be heard. Our latest episode of Barbour’s "It’s a Way of Life" series with Monty Don is built around something much quieter: patience, craft, community and a genuine connection to the natural world. What’s made this series so successful over 22 episodes isn’t celebrity or spectacle. It’s the commitment to telling real stories, in a real way. Small crews. Fast turnarounds. Genuine conversations. No hard sell. Just people whose lives naturally align with the values at the heart of the Barbour brand. As the team shared in this recent Muse by Clio interview, the series was designed to feel like “the antithesis of the hard sell”, proof that organic content can still feel intimate, thoughtful and deeply human when there’s trust between brand, subject and creative team. In a content landscape built for speed and noise, there’s something powerful about slowing things down. Huge thanks to Monty Don and the brilliant teams at Barbour and GAIN who continue to make this series such a special one to work on. And to the interviewees, Xander Ettling and Courtney Simpson. Read the piece here: https://lnkd.in/ev2Riyhx The Clios #ThisisGAIN #MontyDon

Customer insight alone is no longer enough to set you apart. At GAIN we believe that brands can gain an advantage by knowing how to identify and engage their most valuable customers, moving beyond one-off campaigns to create connected journeys that work continuously. On Wednesday 3 June, we’re partnering with Insider One to host an exclusive Growth Hacks Series breakfast in London: From Insight to Action – Turning Customer Data into Revenue in Real Time, and we’d love for you to join. Over breakfast at Caravan Covent Garden, we’ll discuss how leading brands are turning customer insight into action, using AI and smarter decision-making to create connected customer experiences that drive revenue, retention and long-term value. On the panel will be Matt Atkinson (Senior Independent Director Holland & Barrett), Kevin Davis (Chief Data Officer & Chief Data Scientist, GAIN) and Nico Beukes, UK&I & Nordics CEO, Insider One. If you’re a C-level or senior leader in ecommerce, digital or CX and want practical ideas for turning customer signals into experiences that drive measurable impact, reserve your seat today, places are filling quickly! https://lnkd.in/eeSBR4zE #ThisIsGAIN #InsiderOne #GrowthHackSeries #CustomerExperience #DigitalLeadership #CX #CRM 

Yesterday at Acquia Engage London, Acquia’s flagship European conference for digital experience, CMS, marketing and technology leaders, Abdul Hamid Ebrahim, Chief Digital Officer at GAIN, shared the thinking behind Lupine, our proprietary CRO AI tool, and explored some of the wider shifts shaping experimentation, optimisation and AI. He also showcased an integration we’re developing to bring Lupine directly into Acquia.   One theme came up repeatedly throughout the session and the conversations afterwards:   Teams have more data, tools, and platforms than ever before. But turning that into clear, confident optimisation decisions is still a challenge.   That’s where we believe the opportunity is evolving.   Lupine is an evidence-based, plug–and–play optimisation tool that was built to help teams move faster from insight to action, combining AI with over 15 years of experimentation expertise and learnings from 10,000+ validated tests.   Not to replace strategy or expertise, but to make high-quality experimentation thinking more accessible and scalable. It was great to see the level of engagement around the session, the questions afterwards, and the conversations continuing at the stand throughout the day.   A big thank you to Acquia for hosting, and to everyone who came to the session to share ideas, challenges, and perspectives with us.   Now onto day two.   Find out more here: https://lnkd.in/eDDXHqSS #AcquiaEngageLondon #Lupine

Launch alert! Our award-winning team at GAIN Conversion is thrilled to present our website optimisation tool, Lupine, designed as a stand-alone Conversion Rate Optimisation (CRO) SaaS product for marketing teams of all sizes.   This isn’t a vibe-coded CRO tool. It’s not a generic AI wrapper. Lupine is an evidence-based, plug–and–play optimisation tool built on real insights and real wins by one of the world’s leading CRO agencies. 🔸 Lupine harnesses both human expertise from over 15 years of learning and data from 10,000+ experiments.  Using just a single URL, it can surface test-ready website improvement ideas in minutes - running deep analyses, identifying weak spots and offering solutions - significantly speeding up the process to help marketers ensure that websites are running at their best. 🔸 How does it help? It is especially helpful for marketers who understand the value of CRO but lack deep in-house expertise or enough ideation capacity. Beyond marketers, Lupine is useful for any website or content managers, growth teams, UX and experimentation specialists, digital product teams, and agency-side CRO practitioners.    It helps different functions with slightly different bottlenecks: marketers get accessible CRO guidance for A/B testing, growth teams get faster ideation and prioritisation, and mature experimentation teams get a more scalable way to generate structured hypotheses and backlog-ready test concepts – freeing them up to focus on strategy and decision making.    Countless AI tools promise to help, but many do not offer guidance on what to test, and they can make optimisation more complicated and time-consuming, not less. So we built Lupine with one belief: make CRO radically more accessible and impactful for teams of all sizes.  Drop a URL, get export-ready test plans in minutes. 🔸 Head to Lupine's website to find out more: https://lnkd.in/eu55vE-V

Digital transformation in government is rarely held back by capability alone. From our experience across the public sector, there’s no shortage of strong teams, growing digital maturity, and investment in technology. And yet, progress can still slow. Often, the challenge is creating clarity across complex organisations. Clarity of direction, ownership, and how decisions are made as work moves across teams and departments. When that alignment isn’t in place, even the best teams can struggle to create meaningful change. This is the conversation we’re looking forward to at Think Digital Government on the 19th of May. Our Government Services Director, Amanda Payne, will be joining Leanne Cummings from Government Digital Service and Victoria Cope from UK Ministry of Defence to explore: “How can senior leaders drive digital transformation?” If you’re attending, we’d be interested to hear how this shows up in your organisation.

After partnering with Experimentation Elite on their conference, we left with a pretty clear takeaway: AI is rapidly removing many of the friction points that used to slow website experimentation down. Ideation. Test setup. Insight generation. The mechanics of getting experiments live are becoming faster, lighter and more accessible. But what stood out throughout the day was that nobody was arguing for removing humans from the process. Quite the opposite. The three big themes running through the event were: • Human-centred AI: The strongest conversations weren’t about replacing people, but removing invisible work so teams can spend more time making better decisions. As speaker Lina Mikolajczyk put it, AI should be “a tool for better decisions, not an idol for better margins.” • AI agents and non-human traffic: One of the standout themes of the day. Bots now account for the majority of web activity, and that is already starting to distort client KPIs, from falling CVRs to broken funnel measurement. Slobodan Manić’s talk on Agent Experience Optimisation (AXO) gave a fascinating look at what comes next. • Blocked adoption: Most teams are actively exploring AI tools, but budget sign-off, compliance and internal policy are slowing progress everywhere. We also saw GAIN Conversion Principal Consultant, Steph Le Prevost take to the stage to introduce our AI tool Lupine to a UK experimentation audience for the first time. One of the most interesting points from her talk was that while AI is making idea generation abundant, it is not removing the operational and strategic constraints around experimentation. Traffic, prioritisation, team capacity and decision making still matter just as much, if not more. As execution gets cheaper, judgement becomes more important. That thinking sits right at the heart of how Lupine has been built: not just to generate more ideas, but to help teams identify meaningful opportunities, understand the reasoning behind them, and prioritise experiments likely to have a higher success rate with more confidence. Because when experimentation becomes easier to do, teams naturally start doing more of it, and doing it better. That shift already feels well underway. Thanks to the team at Experimentation Elite for partnering with us on such a thought-provoking event. #GAINConversion #Lupine #ExperimentationElite

Since 2023 we've been collaborating with Barbour on 'The Barbour Way of Life' - a social-first documentary series about people who live the values the brand has always stood for. Farmers, foragers, market traders, beekeepers. Each episode features real people with a genuine relationship with the outdoors and the craft that comes with it. Twenty-two episodes later, it turned into a thread of highly engaged social content. We're proud of all of them, but the latest instalment is something special. Monty Don has spent his life proving that gardens matter, that nature heals and that slowing down isn't a luxury. His episode is called Nurtured by Nature. It was always going to be this good. https://lnkd.in/e7aPqgvp Watch the full series: https://lnkd.in/ecWmrqGu #BarbourWayOfLife #Barbour #CreativeAgency #Content #Nature #SocialMedia

The future is here. That was the overwhelming feeling coming out of The Marketing Society’s Navigate: Now & Next yesterday. It was brilliant to partner on an event that sat so perfectly at the intersection the industry finds itself in right now. A space focused not just on what’s coming next, but on what marketers and brands need to do now to prepare for it. Across the day we heard from leaders spanning brands, technology and culture, from Lloyds Banking Group, Octopus Energy and Diageo, to those shaping the rapidly evolving world of AI and commerce. There was a huge amount of discussion around what the near future will look like. Agentic AI. B2A (Business to Agentic). Synthetic audiences. Digital twins. New ways of understanding behaviour, predicting needs and building experiences that feel increasingly intelligent and personalised. But what made the event so valuable was that it never lost sight of the human side of growth. We heard powerful conversations around community, fandom and the importance of real-world human connection in a world where AI is becoming ever more present. There were also plenty of practical lessons for marketers navigating change now. The importance of experimentation. How creativity and data work best when they power each other. That balance between heritage and innovation was something we were proud to explore ourselves in our fireside chat with Nicola Smith, Strategy Director at GAIN, and Ben Whattam, Marketing Director at Bentley Motors. Together they unpacked a question sitting at the heart of many boardroom conversations right now: how do heritage brands build healthy, sustainable growth in today’s world without eroding the qualities that made them iconic in the first place? It connected strongly with so many of the themes explored throughout the day. The idea that while technology is moving fast, trust, identity, community and emotional connection matter more than ever. That balance between the “Now” and the “Next” is what made the day feel so energising. Big future-facing ideas grounded in practical action, honest conversations, and a room full of people genuinely excited about where the industry is heading. Huge thank you to Sophie Devonshire⚡️, Linda Seymour, Beth Hawkins and all of The Marketing Society team for putting on such a great event. We can’t wait to see what’s next. #TheMarketingSociety #NavigateNowandNext #FutureofHeritage