Agency Launches Dedicated ‘0.03% Uplift’ Division After Banner Week
Auckland independent shop Lantern & Vale has today announced the formation of a new specialist unit, The Incremental Growth Practice, following what it describes as a "historic" 0.03 percent increase in click-through rate for a regional bathroom tile retailer.
Managing Partner Clive Morton confirmed the uplift has been framed in the boardroom, printed at A2, and positioned between last year’s Effie finalist certificate and a photo of the agency dog. "We’ve always believed in the power of marginal gains," Morton said, standing in front of a slide deck titled The Future Is Fractional. "When you move the needle by 0.03 percent, you’re not just shifting metrics. You’re shifting culture." The agency has since hired a Head of Small Wins, a Data Storyteller, and a freelance calligrapher to hand-letter the number 0.03 on internal stationery.
According to the official release, the breakthrough came after a rigorous optimisation process involving three shades of slightly different blue and a button moved exactly four pixels to the left. Not five. Four. "Five felt desperate," said Senior Designer Mia Ropata. "Four felt confident." The team conducted a blessing for the old button position before the migration, with staff invited to share memories of its previous alignment. A commemorative morning tea was held. Lamingtons were square to reflect stability.
Lantern & Vale is now offering the Incremental Growth Practice as a standalone service for brands ready to "embrace the profound impact of almost nothing." Early interest has reportedly come from a lawn mowing subscription service and a boutique accounting firm that once saw a 0.01 percent dip and has not emotionally recovered. Morton confirmed the agency is already forecasting a further 0.02 percent improvement by Q3. "We don’t want to rush it," he said. "These things take courage."
Managing Partner Clive Morton confirmed the uplift has been framed in the boardroom, printed at A2, and positioned between last year’s Effie finalist certificate and a photo of the agency dog. "We’ve always believed in the power of marginal gains," Morton said, standing in front of a slide deck titled The Future Is Fractional. "When you move the needle by 0.03 percent, you’re not just shifting metrics. You’re shifting culture." The agency has since hired a Head of Small Wins, a Data Storyteller, and a freelance calligrapher to hand-letter the number 0.03 on internal stationery.
According to the official release, the breakthrough came after a rigorous optimisation process involving three shades of slightly different blue and a button moved exactly four pixels to the left. Not five. Four. "Five felt desperate," said Senior Designer Mia Ropata. "Four felt confident." The team conducted a blessing for the old button position before the migration, with staff invited to share memories of its previous alignment. A commemorative morning tea was held. Lamingtons were square to reflect stability.
Lantern & Vale is now offering the Incremental Growth Practice as a standalone service for brands ready to "embrace the profound impact of almost nothing." Early interest has reportedly come from a lawn mowing subscription service and a boutique accounting firm that once saw a 0.01 percent dip and has not emotionally recovered. Morton confirmed the agency is already forecasting a further 0.02 percent improvement by Q3. "We don’t want to rush it," he said. "These things take courage."