£4.5M Incremental
Revenue from a
Personalisation Squad
As part of a McKinsey-led digital transformation, I built and led a dedicated Personalisation Squad — delivering a +5% conversion uplift on test segments and an estimated £4.5M incremental annual revenue through structured A/B testing and full-funnel CRO.
About Premier Farnell
Premier Farnell is a global distributor of electronic components and development tools — including the Raspberry Pi — operating across multiple markets with a complex product range serving engineers and developers worldwide. A well-established B2B ecommerce business with significant online revenue, but with digital experiences and conversion rates that were under-optimised relative to the scale of the commercial opportunity.
I joined as part of an overall Digital Transformation project working alongside McKinsey to help the Global Digital Director embed a new agile squad model and transition the site toward a world-class B2B digital experience.
A Global B2B Business Without a CRO or Personalisation Function
Premier Farnell had embarked on a significant digital transformation with McKinsey, aiming to deliver more personalised, efficient online experiences for engineers and developers. However, several critical obstacles were limiting progress:
No dedicated team focused on conversion rate optimisation or personalisation. Fragmented website optimisation with limited data-driven personalisation across the customer journey. Difficulty integrating Agile methodologies across distributed teams to deliver iterative improvements at pace. And the overarching need to drive measurable revenue growth from the digital channel while simultaneously improving user engagement.
Building the Personalisation Squad
I led the creation of a dedicated Personalisation Squad — composed of UX/UI designers, a Scrum Master, analytics experts and CRO specialists. The squad's mandate was to optimise the full digital customer journey, from landing pages to product recommendations, using advanced CRO techniques to maximise revenue from existing traffic.
Introduced a product roadmap focused specifically on personalisation initiatives with direct commercial outcomes — ensuring every sprint delivered against measurable KPIs rather than generic UX improvements.
Implemented Adobe A/B testing infrastructure to validate every optimisation before full release — creating a rigorous experimentation framework that separated genuine wins from assumptions.
Aligned all team activity to four core KPIs: conversion rate, engagement, average order value and incremental revenue — giving every team member clear commercial accountability for their work.
Delivered five major feature releases improving UX, targeting and digital touchpoints across the site — each validated through the testing framework before full deployment.
£4.5M Incremental Revenue from Structured Experimentation
Directly tied to the personalisation and digital optimisation initiatives delivered by the squad — quantified through the A/B testing framework and modelled across full traffic volumes.
Driven by iterative A/B testing and personalisation strategies across product pages, recommendations and the digital customer journey — a significant uplift in a high-volume B2B environment.
A 40% success rate across all experiments — providing a continuous stream of actionable insights and validated improvements to feed the ongoing optimisation roadmap.
Beyond the immediate revenue impact, the programme embedded a data-driven experimentation culture into daily operations — positioning Premier Farnell for continued digital growth beyond the engagement.
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