cro reset delivered from working with team to re-align commercial focus
The Royal Mint is the official producer of UK coinage and one of the world’s oldest and most respected mints, combining over 1,100 years of heritage with modern manufacturing and ecommerce. Alongside supplying national coinage, the business operates a growing direct-to-consumer ecommerce channel spanning collectibles, commemoratives, and precious metals.
Despite strong brand equity and growing digital ambition, ecommerce performance was being constrained by structural and operational issues. The ecommerce team operated largely in isolation from commercial trading, limiting alignment with revenue, margin, and growth objectives.
This disconnect was compounded by a restrictive legacy web platform, reducing agility and making experimentation costly. Although the business had invested in specialist roles across both UX and CRO, tese functions were not clearly understood or commercially embedded, resulting in limited impact.
The CRO programme in particular had stalled. A/B testing lacked prioritisation, there was no consistent scoring framework to assess commercial upside, and several tests were incorrectly implemented.
As a result, experimentation became activity-driven rather than outcome-driven, failing to contribute meaningfully to revenue growth or customer experience improvement.
Recognising the need for a fundamental reset, I paused all live A/B testing to conduct a full audit of the CRO programme, tooling, processes, and decision-making. This created space to diagnose root causes rather than continue ineffective execution.
I introduced a structured prioritisation framework using RICE scoring to evaluate every test against reach, impact, confidence, and effort — shifting CRO from opinion-led ideas to commercially weighted decisions. Working closely with the CRO Manager, we rebuilt the backlog around clear business outcomes such as conversion uplift, AOV, and funnel efficiency.
To address wider organisational misalignment, I led sessions across ecommerce, trading, and technology teams to reframe CRO as a revenue lever rather than a tactical UX function. I also embedded closer collaboration with Web Development, ensuring teams understood not just what was being tested, but why — improving execution quality and accelerating the rollout of winning experiments into permanent features.
Complete CRO Reset and launch a Structure Impact Roadmap
The CRO programme was transformed from a low-impact testing function into a structured, commercially aligned growth engine. Prioritisation improved dramatically, focusing resource on experiments with the highest revenue potential rather than low-value optimisations.
Improved collaboration with development reduced implementation errors and ensured successful tests were scaled quickly, maximising return on experimentation. Most importantly, CRO became integrated into the wider ecommerce strategy, directly supporting trading goals and data-driven decision-making.
This reset laid the foundation for sustained ecommerce growth, clearer ownership of performance, and a repeatable experimentation model aligned to commercial outcomes — unlocking the value of CRO as a core contributor to revenue and customer experience at the Royal Mint.
