Dan Croxen-John is CEO of AWA Digital, a global e-commerce conversion optimisation agency. Dan is a certified Web Analyst, a Fellow of the Institute of Direct Marketing, and has served on advisory boards for numerous associations. Dan writes regularly on analytics and Conversion Rate Optimisation and has spoken at many international conferences. Johann van Tonder is COO at AWA Digital. He delivers massive sale improvements for big and small e-commerce businesses alike. Having trained and coached optimisation teams around the world, he makes complex concepts easy to understand.