About
Most agencies work in a black box. We don't.
This page isn't a team page or a founder story. It's an explanation of how Duha Media thinks, what we believe about CRO, and why that thinking produces better outcomes for the brands we work with.
What we believe
Four principles behind everything we do.
01
Documentation is not a deliverable. It's how we work.
Most agencies produce documentation at the end of an engagement — a final report, a handoff deck, something to mark the close of a project. We document continuously. Every change to your site is logged before any traffic sees it, with the audit finding that triggered it, the hypothesis it's testing, and the outcome it's targeting. The paper trail isn't a byproduct of the work. It is the work.
02
A change without a hypothesis is just a guess.
We don't deploy changes because they feel right. Every fix has a documented hypothesis, a specific target metric, and a measurement window agreed before it ships. For Class A engagements running structured A/B tests, statistical significance is not negotiable — a test that hasn't reached it isn't finished, regardless of what the numbers look like. Losing tests are documented and archived with the same rigour as winning ones. A failed test that's properly recorded is as valuable as a successful one.
03
We won't take on an engagement that can't produce results.
CRO methodology depends on traffic volume. Below 10,000 monthly sessions, even heuristic CRO can't separate behavioural patterns from noise — that's why Class B requires it. A/B testing requires more: 25,000+ monthly sessions to reach statistical significance within a useful test window, which is why it's exclusive to Class A. We decline engagements where the conditions for meaningful results don't exist — not because we're selective for its own sake, but because taking on the wrong engagement produces bad outcomes for everyone. If you don't qualify yet, we'll tell you what needs to be in place before we can work together.
04
The work should make you less dependent on us, not more.
Every playbook, every change log, every piece of documentation we produce is designed so your team can understand and act on it without us. If the retainer ends, you leave with a fully operational system — a live dashboard, a documented methodology, and assets that belong to you entirely. We build systems that compound. We don't build dependency.
How we're different
Not the way most agencies work.
This isn't a criticism of the industry. It's an honest description of what's standard practice at most agencies — and what we do instead.
Most agencies
Duha Media
Changes made based on experience and instinct
Every change tied to a specific audit finding and documented hypothesis
A/B tests run until the client asks for results
Tests run to pre-agreed sample sizes with documented significance requirements (Class A only — where traffic supports it)
Monthly report delivered as a PDF summary
Live client dashboard — accessible at any time, not just when a report lands
Documentation produced at engagement close
Documentation runs continuously from day one — the change log is always live
The agency holds the institutional knowledge
Everything documented so your team can run it independently if the engagement ends
Scope defined loosely — additions billed as they come up
Fixed scope agreed in writing. Nothing added without sign-off
Tool stack
Chosen deliberately. Not by default.
Every tool in our stack was chosen for a specific reason. We don't use enterprise platforms at SMB pricing, and we don't use free tools that compromise on quality. Here's what we use and why.
Microsoft Clarity
Free, privacy-compliant, and the fastest way to see what visitors are actually trying to do on your site. Heatmaps, session recordings, dead-click and rage-click detection. The behavioural layer of our three-layer measurement stack.
GA4
The traffic layer. Every engagement starts with a verified GA4 configuration — goals, events, and funnels — before any change is made. Configured properly so the data is actually trustworthy.
Shopify Analytics
The commerce layer — straight from the platform. Native funnel data, product-level conversion, repeat-purchase reporting. We reconcile GA4 and Shopify so the numbers actually agree before we start optimising anything.
GrowthBook (Class A only)
Open-source, privacy-focused, and warehouse-native — clients own their data entirely and the methodology is fully auditable. Used exclusively on Class A engagements, where traffic crosses 25,000 monthly sessions and structured A/B testing becomes statistically productive. Below that threshold, we run heuristic CRO instead — and don't pretend otherwise.
Slack + Loom
Async-first communication. Updates when they're ready, not on a schedule. Short Loom walkthroughs replace status calls — you see the screen and hear the rationale without needing to be available at a fixed time.
Duha Media Client Dashboard
Self-hosted, built in-house, no third-party tool. Real-time CVR, the full change log, monthly reports, and the original audit findings — all in one place, accessible any time, kept forever. The portal you check instead of waiting for a PDF. Included with every Class A, B, and C engagement.
n8n
Open-source workflow automation. Pulls Shopify Analytics, GA4, and Clarity data into the Client Dashboard in real time. Self-hosted so the integration is auditable and the data stays under client control — not relayed through a vendor's pipeline.
Insights newsletter
If this is how you think about CRO, you'll want to read what we publish.
No pitch. Just the findings.
Who we work with
The right fit matters more than the right budget.
We work well with
Shopify brands doing $150K–$1M in annual revenue
Founders and operators who are still close to the numbers
Teams running paid traffic on Facebook, Instagram, or Google
Brands that want evidence, not assurances
Clients who will review documentation and give feedback within agreed timelines
Businesses that understand CRO is a system, not a one-time fix
Probably not the right fit if
You don't have traffic yet — CRO requires data to work from
You want a redesign with no interest in ongoing optimisation
You need a guarantee on specific revenue numbers before signing
You want to approve every change before it goes live — that's not compatible with the pace of continuous optimisation
You're looking for the cheapest option — we're not it
If you're not sure which side you're on, the free audit will tell you. We'll be direct about whether it's a good fit.
Ready to grow?
See what we find on your site.
We'll look at your site, find where it's losing revenue, and tell you exactly what needs to change — before any engagement starts.
No pitch. No pricing. Just the finding.