About
We help Shopify brands make better commercial decisions.
Through research, behavioural data and experimentation — not opinion, and not generic marketing advice. Worth Hills & Co. exists because most ecommerce brands are optimising for traffic when the bigger opportunity is sitting in their existing funnel.
Our thinking
Mission, vision and how we work.
Mission
To help established Shopify brands convert more of the traffic they already have — replacing assumption with evidence at every stage of the customer journey.
Vision
A standard of CRO practice where every recommendation is expected to show its working — where testing, not taste, is how ecommerce decisions get made.
Data-first, revenue-first
Data tells us what’s happening. Commercial context tells us what’s worth fixing. We hold both in view — a test that lifts a metric without lifting revenue isn’t a result we’d put our name to.
Values
What we hold ourselves to.
Evidence over opinion
If we can't show you the data behind a recommendation, we don't make it.
Commercial thinking
Every piece of work is judged by its effect on revenue, not by how it looks in a deck.
Honest reporting
Inconclusive and losing tests are reported with the same rigour as wins. They're just as useful.
Respect for your business
We work within your platform, your team and your constraints — not around them.
Founder
Led by someone who’s done the work.
Mateen Akhtar
Founder & Director
Years of hands-on ecommerce experience, working directly with Shopify brands on the problems that actually move revenue — not generic marketing advice. Every engagement is led personally, with the same evidence-first approach this site describes.
Brands We’ve Worked With
Start here