Award-winning CRO Agency, Worship, acquired by cti digital

cti digital has acquired Manchester-based conversion rate optimisation (CRO) agency, Worship, further strengthening its optimisation offering after Stardotstar and Mosquito acquisitions.

Nina Mack, MD at Worship, has known Nick Rhind, CEO of cti digital, and Gez O’Brien, founder of Stardotstar since 2007 when the three companies were neighbours. Worship began acquisition talks with cti digital early in 2021, completing the deal and joining the group on 1st March.

Worship was founded in 2009, initially delivering digital build projects with a heavy focus on UX and building websites designed to be usable and persuasive. The agency started to specialise in CRO at the end of 2014, finding success in the ecommerce and financial services markets and working with clients such as Aldermore Bank, Henchman, Sous Chef, Corgi HomePlan and Point-A Hotels.

The agency has won various accolades over the past 5 years including a PRCA Digital Award for Best Use of Measurement and the CRO award at the Northern Dev Awards in 2020.

The Worship team has developed a unique methodology over the last 6 years which delivers outstanding results for clients and enables them to help organisations in healthcare, financial services and ecommerce grow their online sales.

Nina Mack “I’ve always followed cti digital and Stardotstar’s work and been impressed by their output and approach. It felt natural joining the cti group as our skills and services perfectly complement the rest of the group. We’re excited about bringing our unique CRO methodology and results to cti’s clients as well as having access to clients earlier in the digital strategy planning process so we can weave CRO into digital roadmaps to further enhance our results.”

Nick Rhind. “Culture fit is very important to the sustainability of our acquisitions. I look for agencies that bring new elements to the group such as skills and services. But culture is something that can’t be assimilated as quickly. Nina and her team’s approach is ambitious, measured and quality-driven in the same way as ours. This is part of what made us do the deal so quickly. They fit in perfectly with our UX and strategy team, and a bolstered CRO offering will be welcomed warmly throughout the strategy and digital marketing.”

Gez O’Brien “It was a relatively short hop to realise what Nina was doing at Worship would scale wonderfully here at cti and help Stardotstar improve its ongoing work through CRO. So, with my Cilla Black hat on, I introduced the idea of a potential deal to Nick and Nina, and they’ve agreed a deal quickly from there. Worship is going to amplify the great work they’ve been doing here with us, to make great work even better. ”

For more information, please get in touch with Group Brand and Marketing Manager, Poppy Heap at

The cti group, a collective term for brands owned by cti holdings, is an independently owned network comprised of 6 specialist agencies; CTI Digital, a full-service development and marketing agency, supercharged commerce, a commerce specialist digital agency, Nublue, a commerce hosting and support agency, Stardotstar a strategic experience and design agency, Ixis, a CMS hosting and support agency, Mosquito, a performance marketing agency, and Worship a CRO agency. The group operates from offices across Europe and the UK with a HQ in Manchester. The group works with a broad range of clients including Durham University, Balfour Beatty, and McGraw Hill Education.

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