Case study — Testing Digital Commerce
HelloBabyName.com
Using a live website to test acquisition, engagement, conversion, affiliate opportunities and upsells.
A founder project used as a real-world environment for testing how digital journeys actually perform.
HelloBabyName.com — founder project
Visit site ↗
The project
A baby-name discovery platform with approximately 8,500 URLs, designed to encourage exploration and test real visitor behaviour.
What changed
Search, paid acquisition, internal journeys, affiliate opportunities, upsells and conversion can all be tested within one live Cloudflare environment.
Outcome
A practical testing platform for understanding how acquisition, engagement and monetisation interact before applying the learning elsewhere.
About the business
HelloBabyName.com began with a simple idea: choosing a baby name should feel like discovery rather than searching a database.
Names carry stories, family connections, memories and possibilities.
The experience is therefore designed to encourage people to browse, compare, discover something unexpected and continue exploring related names and ideas.
The website has grown to approximately 8,500 URLs and is currently being used as a large live testing environment.
The situation
HelloBabyName.com provides a practical environment for exploring how people move from search or advertising into a website and what happens once they arrive.
Unlike a conventional client project, experimentation is part of its purpose.
It gives me somewhere to test digital-growth ideas with real behaviour rather than relying entirely on theory.
The challenge
Building thousands of pages is not the interesting part.
The harder questions are:
Can the right audience be attracted?
Can people be encouraged to continue exploring?
Can useful offers and commercial opportunities be introduced without damaging the experience?
And what actually causes somebody to move from one stage of the journey to another?
The approach
The site has been structured around discovery and internal journeys rather than simply presenting thousands of isolated name pages.
Search visibility, paid acquisition, landing-page behaviour, messaging, internal navigation, affiliate opportunities, upsells and conversion can all be tested within the same environment.
Affiliate products are being explored as a natural part of the customer journey rather than as unrelated advertising.
The project also makes it possible to test when an additional offer is useful, where friction appears and what encourages somebody to continue engaging.
The site is built and deployed through Cloudflare, creating a practical environment in which changes can be made, tested and developed over time.
The important part is that decisions can be informed by real visitor behaviour rather than assumptions.
The result
There is deliberately no revenue or performance claim attached at this stage.
The value is the testing environment itself: approximately 8,500 URLs, real visitors and a live platform for learning how acquisition, engagement, conversion and monetisation interact.
Why this matters to you
You form a hypothesis.
You put it in front of real people.
You measure what happens.
Then you improve it.