What Endless Gain does

Endless Gain is a UK-based conversion rate optimization (CRO) consultancy established in 2016, now operating as the Customer Experience (CX) arm of Columbus's Digital Commerce team following its 2024 acquisition. The firm helps e-commerce businesses improve online customer experience and conversion performance through a methodology that combines data analytics, A/B and multivariate experimentation, personalization, consumer psychology, and biometric research (eye tracking, EEG, GSR, facial expression analysis, pupil dilation). A proprietary machine learning layer is used to predict the probability of experiment success and prioritize variables expected to deliver the highest financial return. The company has run over 12,000 experiments across its client base and reports a 50%+ experiment win rate.

Endless Gain sells professional services rather than software, delivering multi-year embedded engagements to enterprise clients. Its customer roster includes Studio.co.uk (Frasers Group, partnership since 2017), Hotter Shoes (4+ years), Moss Bros, Trend Micro, Auto Trader, Evans Cycles, Heals, Fragrance Direct, and Oakhouse Foods, spanning UK retail (fashion, footwear, beauty, home, cycling), classifieds, and B2B SaaS verticals. Long engagement durations and embedded delivery teams indicate a high-touch consultancy model. The company has won industry recognition including the UK Digital Growth Award 2019 and produces extensive thought-leadership content (100+ blog articles, an Experimentation Handbook, a 1,500-term Dictionary of Conversion Optimisation, and a CRO Insights interview series) that supports inbound demand generation.

The business operates from three hub offices in Nottingham (headquarters, per company disclosure), Manchester (UK), Bangalore (India), and Sarajevo (Bosnia and Herzegovina), enabling hybrid delivery and access to lower-cost international consulting and development talent. The company employs 11-50 people and hires across optimization consulting, business development, UX research, front-end development, and QA engineering in all three geographies. Following the Columbus acquisition, the brand is increasingly aligned with Columbus Customer Experience while retaining the Endless Gain identity for client-facing activity.

Name

Endless Gain

Legal name

Endless Gain Ltd

Website

https://endlessgain.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Endless Gain is a UK-based CRO consultancy (founded 2016, acquired by Columbus in 2024) that runs multi-year embedded experimentation, personalization, and biometric-research engagements for enterprise e-commerce clients such as Studio.co.uk, Hotter Shoes, and Trend Micro, using machine learning to prioritize experiments.

Ownership category

akta.pro rank

Product category

E-commerce Conversion Rate Optimization Consulting

NAICS

Marketing Consulting Services (541613), Advertising Agencies (541810)

SIC

Services-Management Consulting Services (8742), Services-Computer Programming Services (7371)

akta.pro primary industry

Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG)

akta.pro secondary industries

Conversion Rate Optimization (CRO) & Landing Page Optimization (MPAAACAF), Conversion Rate Optimization (CRO) & Landing Page Optimization (BPAFACAH), Customer Retention, Win-Back & Churn Reduction Programs (MPAAAIAH)

Keywords

• Conversion rate optimization
• E-commerce consultancy
• A/B testing services
• Customer experience research
• Biometric user testing

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. CRO Consulting and Professional Services: Endless Gain generates revenue through long-term consulting engagements with e-commerce companies, providing conversion rate optimization, experimentation, and personalization services. Engagements span multiple years (e.g., 4+ years with Hotter Shoes, since 2017 with Studio.co.uk), delivering measurable outcomes such as revenue uplift percentages, improved conversion rates, and reduced customer acquisition costs. The company operates as a professional services firm with dedicated client teams embedded within client organizations.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels11 records

Core offering

Endless Gain provides Conversion Rate Optimization (CRO) consulting and experimentation services for e-commerce businesses, delivered through data-driven A/B and multivariate testing, personalisation programs, biometric and consumer psychology research, and ongoing strategic optimization partnerships. The firm embeds dedicated client teams within enterprise e-commerce organizations to run continuous experimentation programs that improve conversion rates, customer experience, ROAS, and revenue.

Product overview

Endless Gain, acquired by Columbus in 2024 and now operating as the Columbus Customer Experience (CX) team within the Digital Commerce division, is a multi-award-winning CRO consultancy established in 2016. The company's core offering is conversion rate optimization services for e-commerce businesses, delivered through an integrated suite of research, experimentation, and personalisation capabilities. Their service portfolio includes: CRO Services (data-driven website optimization), Experimentation Services (A/B testing, multivariate testing, personalisation), Customer Experience Research (biometric testing, user testing, UX research, consumer psychology), and Personalisation. The company also provides educational resources including The Experimentation Handbook, eBooks on fashion e-commerce growth, Consumer Psychology guides, and The Dictionary of Conversion Optimisation. All services focus on improving the digital customer experience to drive performance and accelerate growth for online retailers.

Differentiator

Problem solved

Functional benefit

Products and services

• Conversion Rate Optimization (CRO) Services Primary service offering focused on improving online customer experiences to drive performance and accelerate growth for e-commerce businesses through data-driven experimentation and optimization.
• Experimentation Services A/B testing, multivariate testing, and personalisation experimentation programs designed to optimize website performance and customer journeys for e-commerce clients.
• Customer Experience (CX) Research Comprehensive research services including biometric testing, user testing, consumer psychology analysis, longitudinal studies, and UX research for e-commerce clients.
• Personalisation Personalized customer experience delivery based on behaviour and preferences to improve conversion rates and customer loyalty for e-commerce clients.
• Biometric Testing Advanced biometric research services including eye tracking, facial expression analysis, EEG brain scanning, galvanic skin response (GSR) measurement, and pupil dilation analysis to understand unconscious customer responses for e-commerce clients.

Quantifiable outcome

• Revenue increased by up to 18.5% for Hotter Shoes through experimentation program
• +7 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

One partnership is on record.

• ColumbuscoreStrategic or Co-development Partner · 1 January 2024Endless Gain was acquired by Columbus in 2024, forming the Customer Experience (CX) arm of the Digital Commerce team within Columbus. The acquisition positioned Endless Gain as Columbus's dedicated customer experience and CRO unit, expanding Columbus's digital commerce capabilities. Endless Gain operates under the Columbus brand while maintaining its service delivery model.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• KlientBoost: Performance marketing and CRO agency combining paid media with landing-page experimentation. Comparable in agency model and CRO-plus-paid-acquisition scope; primarily North American which means geographic rather than product overlap.
• Foolproof: UK-based customer experience research and design consultancy serving enterprise financial services and retail clients. Comparable as a UK-headquartered CX/CRO specialist, though with stronger methodology in user research than pure experimentation.
• Conversion.com: UK-based CRO consultancy working with enterprise e-commerce clients on experimentation, personalization, and UX optimization. Direct competitor with similar service portfolio, target customers, and UK-centric go-to-market motion.
• User Conversion: UK CRO agency offering A/B testing, personalization, and conversion audits for e-commerce brands. Closely comparable to Endless Gain in service mix, BI/analytics-led methodology, and UK mid-market / enterprise positioning.
• Invesp: CRO consultancy focused on e-commerce conversion and landing-page optimization. Comparable in scale and service portfolio with a similar data-driven experimentation model.
• WiderFunnels: Conversion optimization agency operating in e-commerce and SaaS verticals with a heavy A/B testing and landing-page specialization. Direct comparable in service model and methodologies, although primarily North American in footprint.
• Practicology: UK e-commerce consultancy providing CRO, trading, and merchandising advisory to enterprise retailers. Direct peer given overlap in services, vertical (UK e-commerce), and enterprise customer size tier.

Broad incumbents

• Optimizely: Major experimentation and digital experience platform offering both A/B testing software and adjacent professional services. Broad incumbent that overlaps in experimentation capability, but competes across a much wider portfolio than Endless Gain's specialist CRO offering.
• AB Tasty: Enterprise personalization and experimentation platform with a services arm. Competes for the same CRO budget but typically via technology licensing rather than dedicated consultancy.
• VWO (Wingify): Conversion optimization and A/B testing platform with professional services for enterprise. A broader incumbent that competes with Endless Gain's experimentation focus through software-led delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/endless_gain
• YouTubeyoutube.com/@endlessgain6401/videos
• Facebookfacebook.com/conversionoptimisation
• LinkedInlinkedin.com/company/endless-gain
• Instagraminstagram.com/endlessgain

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Endless Gain