Optimize
What you've built keeps earning.
Optimize is the monthly retainer that keeps what you've built improving. One performance memo. One experiment. Every month, without exception, building a clearer picture of what works and what doesn't.
The problem
Most sites are built once and never improved.
Launch, then leave
The site goes live and nobody watches what happens next. No one's asking why the contact form isn't converting. The work is done. The earning hasn't started.
Data without interpretation
The numbers are there but nobody's reading them. A dashboard nobody acts on is expensive decoration. The signal is in the data. The value is in acting on it.
Changes based on gut feel
Changes happen because someone had an idea or read something online. Not because the data showed a specific problem. Gut feel is faster. It doesn't compound.
Retainers that run without results
Monthly fee, monthly report, no documented test, no result. Just recurring cost with no mechanism for getting better. Activity isn't the same as progress.
What's included
Two things. Every month. No exceptions.
Not a reporting service. Not a strategy deck. Two deliverables, every month, without exception.
300 words in your inbox each month. What moved, the likely reason, what to watch next, and one specific recommendation. Not a dashboard summary. An interpretation.
The page with the most traffic and lowest conversion rate gets a hypothesis, a variant, and a 30-day run. Win or loss, the result is recorded. The picture gets sharper every cycle.
Every test documented: hypothesis, what changed, and the result. Wins and losses both recorded. Over time this builds the clearest picture of what works for your business.
Each month, one clear thing to address next, based on what the data is showing, not a generic best practice. Could be a page, a form, a traffic source. Always specific, always evidenced.
The process
Review. Hypothesise. Test.
01
Review
Data from the last 30 days reviewed. Traffic patterns, conversion rates, and the result of the last experiment. The memo is written: what moved, the likely reason, what to watch next.
02
Hypothesise
The next experiment identified from the data. A written hypothesis before anything is built: what's changing, where, and why it should improve results. No experiment starts without it.
03
Test
Variant built and launched. Runs for at least 30 days. Result documented, win or loss, with the evidence. Either way, the understanding of this business gets sharper. The experiment log grows.
The site is live. The data is moving.
Optimize makes sense when there's something to optimize. Real traffic, tracking live, and a clear picture of where people drop off. The launch creates the baseline. Optimize uses it.
It's also available after any other Mudball service. If Automate, Presence, or Retention is live, Optimize adds monthly oversight: watching the numbers and running the experiments.
Optimize isn't the right move when the site isn't built yet, when conversion tracking isn't live, or when traffic is too low to produce meaningful experiment results. You need a baseline before you can beat it.
It's also not a substitute for a broken page. If the site isn't converting at all, that's a build problem, not an optimization one. Experimenting on a page that doesn't work is just moving the furniture.