Meet Your CRO Team

Raoul Doraiswamy
Founder & Managing Director
Raoul Doraiswamy founded Conversionry in 2015 from a bedroom and a laptop with a mission to help businesses see ROI from their marketing initiatives and grow their conversions. With over a decade of experience in the digital marketing space, Raoul has helped leading retail and B2B brands grow and scale their online sales through bespoke conversion optimisation (CRO) and experimentation programs. Raoul believes that great optimisation does not come from random opinions or psychology hacks, but from pinpointing and solving unique customer problems.
Kirra Draper
Digital Optimisation Lead
With a strong analytical mind and keen eye for detail, Kirra Draper is your chief “Problem Finder”. She is in charge of overseeing the successful results of our CRO clients and training our CRO team.

Armed with 7 years experience in Digital Marketing and CRO, Kirra has helped her clients achieve significant growth through her in-depth analysis and experience running strategic experimentation programs.
Charlotte Bomford
Digital Optimisation Specialist
In love with everything problem-solving, behavioural analysis and data, Charlotte is your go-to "let's solve this!" person. She has helped our clients increase their revenue and conversions through her problem-solving and experimentation skills. Often finding those golden conversion opportunities, Charlotte has delivered experiments that produce several hundreds to millions of dollars in additional revenue.

She also likes long walks on the beach often thinking deeply about her life choices.
Heidi Smith
Digital Project Manager
With a laser focused eye for detail and an analytical mind, Heidi is a data driven, problem solver who enjoys exceeding expectations on high quality projects. She has remarkable experience working from both agency and client perspectives, enabling her to help client stakeholders make sense of very complex technical problems.

Heidi has a passion for adventure and exploration. In her spare time, you will find Heidi hiking on trails around Victoria, waltzing across the dancefloor or relaxing with friends and family.
Belen F Madero
UX UI Designer
She has a design and usability approach when providing solutions to users' and businesses' problems. Belen has over 10 years of design experience and more than 4 years in UX, but she likes to combine both knowledges into UX UI. Her expertise is more centred on designing e-commerce sites and providing heuristic reviews for clients.

Apart from work, you'll find her at the beach, tasting a good coffee shop in Barcelona or playing soccer with friends.
Lily Blake
UX Designer
Lily is particularly interested in user-led design, creating solutions that increase conversions and delight users. She has over two years of agency and CRO experience, intertwining her passion areas of interactive visual design and digital experiences as a UX designer.

After completing her degree in UX and marketing, she studies behavioural science to understand user behaviour better. You can also find her stretching in a yoga class, indulging her artistic side in a crafternoon, or cooking up a storm in the kitchen.
Crissy Silvestre
Project Coordinator
Responsible for getting things done and getting it done right, Crissy is Conversionry's Project Support Coordinator. She is in charge of all AdHoc related tasks, helping the teams with timelines, following up on items and meeting reminders. When she's not battling in the arena, she spends time hitting shuttlecocks, going on food trips, and being goofy around her friends and family.

Our Technologies

What Makes Conversionry Different?

Hello! We’re a global conversion optimisation agency

and we’re passionate about helping our clients accelerate their sales through experimentation.

Too many marketing and optimisation teams are forced to spend more on advertising to increase online sales, and not winning. We want to change that.

We aren’t led by dated best practices. We don’t just guess and test. We get tangible results by listening to the only opinion that matters – your customers’.

By observing how visitors behave on your website,

we can get inside their heads and learn more about what persuades them – but also what distracts and causes friction. Then, we maximise your site’s potential by delivering an evidence-based experimentation program that ensures more web browsers become paying customers.

Since our small beginnings in 2015, we’ve been on a mission to help businesses see real growth through tangible, measurable results. Today, we’re privileged to work alongside leading Australian and international brands, helping them scale their revenue by providing data-driven insights, conversion optimisation services, analytics, testing and strategic growth solutions.

Find out more about our unique, data-driven conversion optimisation (CRO) service.

How Conversionry will help you Win at Experimentation.

At Conversionry, we listen to what your customers – our expert team hone in on your site’s specific obstacles, then maximise your site’s potential by delivering an evidence-based experimentation program that turns your online browsers into dedicated customers.

  • A/B Testing
  • Personalization
  • Multivariate Testing
  • AI Testing

  • Website Polls
  • Chat Support Analysis
  • Customer Surveys
  • Usability Testing
  • On-Site Surveys
  • Customer Interviews
  • Session Recordings

  • Web Analytics
  • Scrollmaps
  • Eye-tracking
  • Heatmaps
  • Clickmaps
  • Information Hierarchy

Our CRO Success Stories

Ashley Donald

“It’s been a dream to work with the Conversionry team for the past few months and we’ve seen some great results through the AB testing.
To date, we’ve seen an increase across the board in conversation rate & as a result, in our revenue & transactions. They’re a fantastic CRO partner and we look forward to continued growth.”

Ashley Donald

The Goodnight Co

Australian Unity

“We’ve seen a significant growth in yearly figures and that wouldn’t have been possible without Conversionry’s expertise”

Shad Alam

Australian Unity

Olga Shchur

“Raoul and Conversionry team have been a partner of ours for over 6 months and the results have exceeded all expectations.
Our conversion rate nearly doubled and online sales have seen over 60% growth.”

Olga Shchur


See how we’ve worked with our clients to create tailored optimisation solutions geared to win.

Ready to accelerate your Optimisation Program?

We offer a complimentary Conversion Audit (CRO Audit). We will show you where your ecommerce website is leaking the most revenue and insights you can act upon straight away.

Ready to accelerate your ecommerce revenue?

Register for our CRO audit