Kelly Cruickshank

Kelly Cruickshank

Managing Director

Our Managing Director, Kelly, is the heart and soul of Blend and embodies warmth and kindness in every aspect of her work. With a remarkable talent for keeping things running like a well-oiled machine, Kelly is the driving force behind our seamless operations. She has spearheaded Blend's use of AI, and implemented a rigorous system of standard operating procedures, as well as owning our award-winning QAQC process. Not only an expert in agency operations, Kelly is a Shopify veteran and previously ran her own ecommerce business. She writes about Shopify design and development, CRO strategy and agency culture and leadership.

Kelly's Area of Expertise:

Kelly Says:

It's a privilege to lead the team at Blend Commerce - they're an extraordinary bunch with genuinely industry-leading skills in CRO, from strategy to design and development.

CRO Articles by Kelly Cruickshank
Blend Wins European CRO Agency of the Year 2026
CRO Agency & Audit Insights
Kelly Cruickshank

Blend Wins European CRO Agency of the Year 2026

Blend is European CRO Agency of the Year 2026. See the anonymised Shopify CRO results and testing discipline behind the award.

CRO Agency & Audit Insights
Before and after showing search icon vs exposed search bar on mobile
A/B Testing & Experimentation
Kelly Cruickshank

Exposed Mobile Search on Shopify: Results From 12 A/B Tests

We reviewed 12 exposed mobile search experiments across 11 Shopify brands. See where the test lifted conversion, where it did not, and what to check before testing it.

A/B Testing & Experimentation
What to Expect From an A/B Testing Agency
A/B Testing & Experimentation
Kelly Cruickshank

What to Expect From an A/B Testing Agency

A practical guide to what an A/B testing agency should deliver before, during and after a Shopify experiment, plus the red flags to watch for.

A/B Testing & Experimentation
The Buy Trifecta: Helping your customers buy now, buy more and buy again
Shopify Conversion Optimisation
Kelly Cruickshank

Conversion Rate vs AOV vs Retention: What Should Your Shopify Store Optimise First?

Conversion Rate is not always the best first priority. Learn how Buy Now, Buy More and Buy Again work together, and how benchmarks can guide deeper CRO investigation.

Shopify Conversion Optimisation
15 A/B Test Ideas to Improve eCommerce Conversions
A/B Testing & Experimentation
Kelly Cruickshank

15 A/B Test Ideas to Improve eCommerce Conversions

A practical guide to A/B testing for eCommerce teams that want to drive revenue, not just lift conversion rate. It covers 15 evidence-led hypothesis prompts, the signals behind them and...

A/B Testing & Experimentation
What is a CRO Audit? Process & Benefits Explained
CRO Agency & Audit Insights
Kelly Cruickshank

What is a CRO Audit? Process & Benefits Explained

Most eCommerce brands don’t struggle because of a lack of ideas. They struggle because they don’t know which problems actually matter, which ones can wait, and which changes will move...

CRO Agency & Audit Insights
How We Prioritise CRO Recommendations for Shopify Brands
Kelly Cruickshank

How We Prioritise CRO Recommendations for Shopify Brands

Overwhelmed by CRO recommendations? Learn how Blend uses the PECTI framework to prioritise tasks based on impact, cost, and effort, so you know exactly what to do next to improve...

Shopify A/B Testing: Your Essential Guide to Higher Conversions
Kelly Cruickshank

Shopify A/B Testing: Your Essential Guide to Higher Conversions

Unlock higher conversions with smarter A/B testing. This guide breaks down the myths, tools, and winning strategies Shopify brands use to turn small changes into big revenue gains - complete...

5 Reasons Why Your Brand Needs Reviews
Kelly Cruickshank

5 Reasons Why Your Brand Needs Reviews

Online sales have skyrocketed over the past year. And whilst that’s great news for eCommerce retailers, it also means they need to up their game to stay ahead of the...

Meet the Leader: Andrew Feld from Fresh Patch
Kelly Cruickshank

Meet the Leader: Andrew Feld from Fresh Patch

With the support of family and friends, Andrew Feld started Fresh Patch from a 200 sq ft storage unit.  He delivered his hydroponically grown, Fresh Patch Grass pads from his...