Chris Wheeler

I'm Chris Wheeler, a British commercial operator based in Frankfurt and Chief Systems Officer and co-founder of letsrocc.

My work spans ecommerce, marketing, product, SEO and digital operations. I'm interested in the point where a business is busy, the reporting looks healthy, but revenue, margin or customer behaviour tells a different story. That's where I tend to get involved, finding the underlying problem and helping fix it.

At letsrocc, I work with my co-founder Claudia Misselwitz. Our Marketing MRI examines the commercial system behind marketing performance: https://letsrocc.com/en/marketin...

Here, I can contribute to discussions about conversion, measurement, website problems and the decisions behind marketing spend. I'm also hands-on with AI tools, particularly the question of what an agent should be allowed to do and who owns the outcome.

An agent can have permission to use a tool without having enough context to make the business decision behind it. That's the boundary I'd want to define before giving it write access.

For me, drafting a customer email and sending it are separate permissions. Recommending a budget change and applying it are separate decisions. The useful question is what the agent can commit you to, and who carries the consequence if it gets that wrong.

I'd define the allowed action, the affected people or systems, the spending limit where relevant, and the point at which a named person must approve. I'd also want that person to see what will change before agreeing.

Rollback helps, but it doesn't erase every consequence. You can restore a price after someone has bought at it. You can correct an email after someone has acted on it. Neither returns you neatly to the starting position.

If you're deciding where the next chunk of budget goes, a low conversion rate doesn't tell you enough on its own.

I'd want to separate a few possibilities before choosing between more traffic and work on the product or website. Are you reaching people with a reason to buy? Can they understand the offer? Can they complete the next step? And does that step lead to a customer worth acquiring?

My starting point would be to compare new and returning visitors, mobile and desktop, and acquisition sources, then follow the journey through to payment or actual product use. I'd also check that the tracking works before trusting the pattern.

A broken checkout gives you something concrete to fix. A small number of visits gives you much less certainty. Neither is resolved by comparing your overall conversion rate with somebody else's benchmark.