UserBoost, the Oswestry-based Conversion Rate Optimisation (CRO) agency, has been named as a finalist in the Trailblazer – Innovation Award category at the 2026 Shropshire Chamber Business Awards, making it one of only two Oswestry businesses to reach this year’s finalist list.
The recognition celebrates UserBoost’s development of B.O.B. (Behavioural Observation Board), an AI-powered behavioural measurement platform designed to help businesses better understand how people make decisions online — particularly in sectors where website traffic is lower and buying decisions take longer.
Founded by Adrian Grindley, UserBoost was built around the idea that many traditional optimisation methods fail to work effectively for considered-purchase businesses, where customers may take weeks or months to enquire, compare or commit.
Rather than relying on large-scale A/B testing and high traffic volumes, B.O.B. measures behavioural shifts and decision progression, helping businesses identify whether changes to their websites and marketing are genuinely influencing customer behaviour.
The technology has enabled UserBoost to offer a faster and more transparent optimisation process, giving clients clearer insight into what is working and why.
Speaking about the award recognition, Adrian Grindley said:
“We’re incredibly proud to be recognised as finalists for the Trailblazer Innovation Award, particularly as an Oswestry business competing alongside companies from across the county.
UserBoost was created because we saw a real gap in the market. Many businesses are told they need huge traffic numbers and constant testing before they can improve online performance, but that simply isn’t realistic for a lot of organisations.
B.O.B. changes that. It allows us to measure meaningful behavioural change and help businesses make better decisions based on evidence rather than guesswork. To have that recognised by the Chamber is a huge achievement for our team and for Oswestry’s growing business community.”
The Trailblazer Innovation Award celebrates businesses demonstrating forward-thinking ideas, innovation and measurable impact within their industries.
UserBoost’s finalist recognition also highlights the growing reputation of Oswestry’s digital and creative sector, with the business continuing to position itself as a specialist agency focused on helping considered-purchase organisations improve website performance through behavioural insight and evidence-led optimisation.
The winners of the 2026 Shropshire Chamber Business Awards will be announced at the Awards Evening on Friday 19 June at the Telford International Centre.
