Ric Riley

Ric has over 20 years’ experience in website development, analytics and CRO. At Fabric he’s responsible for CRO and technical delivery. He’s also a coffee aficionado and avid Manchester United fan.

Articles by

Ric Riley

The Critical Role of a Proper GA4 Setup in Effective CRO

Conversion Rate Optimisation

The Critical Role of a Proper GA4 Setup in Effective CRO

When it comes to Conversion Rate Optimisation (CRO), data isn’t just important—it’s essential.

March 5, 2026

Why Your Average Order Value is Lying to You

Marketing & Measurement

Why Your Average Order Value is Lying to You

Average Order Value (AOV) is one of the most popular metrics in eCommerce.

March 5, 2026

A/B Testing Flexibility: Why Fabric Works With Any Tool and Built Its Own

Conversion Rate Optimisation

A/B Testing Flexibility: Why Fabric Works With Any Tool and Built Its Own

Experimentation shouldn’t be limited by the tool you use — and that’s the idea behind this post.

March 5, 2026