Getting to know you: Stephen Pavlovich

What do you currently do?

I run Conversion Factory. We’re an agency in London that helps companies increase their conversion rate – that is, the percentage of visitors to their website who become customers. We have a data-driven approach, where we work to understand what motivates and influences user behaviour online.

What is your inspiration in the business?

At Conversion Factory, we’re driven by helping our clients succeed. Everything we do is tested, which means we know the exact impact we have on our clients’ businesses. It’s hugely motivating to know that a simple change to a website can drive millions in additional sales (without spending more on advertising).

Who do you admire?

I’m motivated by any company that tests – especially larger companies that don’t let their size limit their innovation. So companies like Google and Facebook are fascinating to watch – especially when they take big multibillion dollar bets.

Looking back are there things you would have done differently?

Absolutely. I started Conversion Factory in 2007 but didn’t start employing other people till 2012. I wanted to ensure that we’d be able to keep the same high quality of work as we expanded. Now we have a team of smart people working together for our clients, meaning the quality is even higher.

What defines your way of doing business?

Two things: a focus on impact and measurement. Every change we make on a client’s website is tested – from tweaking the text to complete redesigns. That means that with every test we run, we’re learning more about what motivates our clients’ customers, and what influences their behaviour. In turn, that helps us prioritise the changes that’ll deliver the biggest impact.

What advice would you give to someone just starting out?

Start testing out your ideas now. For me, it was too easy to procrastinate or think “I’ll do x when y” – like “I’ll start hiring staff when I have more clients.” It’s easy to test these changes: whether it’s a change in your current business, or even quitting your job and starting a new business. It’s great to see principles like Lean Startup changing how people think about business.