A conversion studio · Split testing as a discipline
Shok + Koda designs and runs research-backed split tests on the pages where buying decisions happen — checkouts, landing pages, launch campaigns — and measures every change against a control. No redesigns on instinct. No reports of activity. Evidence, or it doesn’t ship.
FIG. 00 — EVERY NUMBER ON THIS SITE SAYS WHAT WAS COUNTED, AND AGAINST WHAT.
The name is the method
The craftsman — mastery through repetition, held to a standard whether or not anyone is watching.
In practice: we don’t improvise on your revenue pages. Every test we run comes from a documented library of research-backed patterns, built and refined across a decade of engagements. The craft is knowing which one fits.
The relentless, almost unreasonable pursuit of better — refusing to call “good enough” finished.
In practice: tests run to statistical significance, not to a deadline. Winners get documented, then challenged again. A funnel is never done converting better; there is only the next round.
Measured outcomes
“Dan is the most professional, knowledgeable, and versatile marketer that I’ve encountered by a wide margin. I was impressed how quickly Dan not only pinpointed the challenges I was facing in my business but also grasped a fundamental understanding of my (very unique) industry as a whole.”
Case files
Six engagements, six different conversion problems, one method. Each case file states the challenge, the tests, and exactly what moved.
Engagements from our founder’s conversion practice, 2014–2023. Results are reported as measured at the time of each engagement; every case file notes what was counted and against what baseline.
The method
We read the funnel the way an editor reads a manuscript — page by page, with the analytics open. Where do buyers hesitate, stall, leave? What does the data say versus what the page assumes?
Candidate tests come from a documented library of 45+ research-backed patterns — authority, social proof, endowed progress, friction removal — matched to the specific point of hesitation. Not brainstormed. Selected.
A/B or multivariate, against a control, on live traffic. One variable earns its place at a time. Tests run until statistical significance — not until a meeting is scheduled.
Winners are confirmed, labeled, and written down: what was counted, against what baseline, over what period. Losers are documented too — a disproven hypothesis is paid-for knowledge.
The winning page becomes the new control, and the next round begins. Conversion gains stack multiplicatively; the discipline is showing up for round two.
The hands behind the work
Dan Russell — Founder · Author of Snake Oil
Shok + Koda is the studio practice of Dan Russell, who spent nine years running a conversion-optimization agency before deciding the work mattered more than the overhead. Every case file on this site is an engagement he led; every pattern in the testing library is one he ran, measured, and wrote down.
He built the practice on an unfashionable idea: that marketing results should be hard numbers, not vibes — and that the person doing your testing should be able to show you exactly what was counted.
Meet the founderIn their words
“Unbelievably helpful! We’ve seen our webinar leads increase ten-fold, received more registrations for our events, and launched more successful campaigns. Our CEO is thrilled with the results.”
“Over many years I’ve seen Dan uphold a standard that few can match. He’s leading the frontier of neuromarketing and I’ve seen him deliver impressive results for his clients time and time again. When you work with Dan you know you’ll receive Creativity, Integrity and Results that are unparalleled.”
Fair questions
It depends on scope, and we won’t invent a number here to get you on a call. What we can promise: after one 30-minute conversation you’ll have a specific quote — and if we don’t think testing will pay for itself on your funnel, we’ll say that instead of selling you.
A test round runs until statistical significance, and your traffic volume decides how fast that happens — a busy checkout resolves quickly; a niche lead page takes longer. What we don’t do is call winners early to hit a reporting deadline.
Sometimes no — and we’ll tell you on the call rather than after three invoices. Low-volume funnels can still improve with fewer, bolder tests, but below a certain volume the honest answer is to fix the offer before paying anyone to split test.
No. We test and rebuild the pages where buying decisions happen — checkouts, landing pages, launch campaigns. If a page turns out to need a full rebuild, that conclusion arrives as evidence, not instinct.
The founder. Shok + Koda is a studio of one by design — the person on your call is the person choosing, running, and reading your tests.
Start here
A 30-minute call. You bring the funnel and the numbers you have; we’ll tell you honestly whether testing can move them — and what we’d test first.
Book a 30-minute callFree. No deck, no pitch. You leave with the first test we’d run.
