Conversion rate optimisation: more customers from the same traffic
Gjethe's conversion rate optimisation (CRO) finds where visitors drop off and why (using analytics, heatmaps, session recordings and user feedback) then designs and tests improvements to pages, forms and checkouts. Changes are A/B tested where traffic allows and implemented when they prove better, so you get more sales or leads from the traffic you already pay for.
- Free first consultation
- Written quote for your project
- Flexible payment milestones
At a glance
- Research
- Analytics, heatmaps, recordings, surveys
- Testing
- A/B tests where traffic allows
- Scope
- Pages, forms, checkout, onboarding
- Output
- Implemented, measured improvements
Definition
What is conversion rate optimization?
Conversion rate optimisation (CRO) is the systematic process of increasing the percentage of website or app visitors who complete a desired action (such as buying, signing up or enquiring) through research, hypotheses and controlled testing.
Doubling traffic is expensive. Improving how many visitors become customers can have a similar effect on revenue, and every future visitor benefits. CRO isn't changing button colours at random; it's research into what stops people (confusion, doubt, friction, slow pages) followed by targeted changes and honest measurement of whether they worked. Each test has a written hypothesis, a success measure and a clear decision once the results are in.
Who is it for?
Online stores
Product pages, carts and checkouts where small improvements add up to significant revenue.
SaaS
Sign-up, trial and onboarding flows that lose users before they see value.
Lead generation sites
Landing pages and forms with traffic but too few enquiries.
Businesses with rising ad costs
When clicks get more expensive, converting more of them matters more.
What's included, and what you keep
What's included
- Analytics and tracking audit
- Funnel and drop-off analysis
- Heatmaps and scroll maps
- Session recording review
- On-site surveys and customer feedback
- Usability review against best practices
- Speed and mobile experience review
- Prioritised hypothesis backlog
- Design of test variations
- A/B test build and quality assurance
- Statistical analysis of results
- Implementation of winning changes
What you receive
Handed over at the end. Yours to keep.
- Research findings report
- Prioritised testing roadmap
- Designed and built test variations
- Test results with clear conclusions
- Implemented improvements
Where do visitors usually drop off?
| Stage | Common problems |
|---|---|
| Landing | Unclear value proposition, slow load, mismatch with the ad or search |
| Product or service page | Missing information, weak images, no proof, unclear price |
| Form or cart | Too many fields, unexpected costs, forced account creation |
| Checkout | Limited payment options, distrust, errors on mobile |
| Onboarding | Too many steps before the user sees value |
When is A/B testing possible, and when isn't it?
A/B testing needs enough conversions to tell a real difference from chance. On pages with low traffic, a test can run for a very long time without reaching a reliable answer, and stopping early often produces false winners.
For high-traffic pages we run proper tests with sample sizes calculated in advance. For lower-traffic sites, we rely more on research (recordings, surveys, usability testing) and make well-founded changes, then monitor the before-and-after trend. Both are legitimate; pretending a small test is conclusive isn't.
Quick wins we often find
- Clearer headline that says what you do and for whom
- Shipping costs and delivery information shown earlier
- Shorter forms with only essential fields
- Guest checkout and wallet payments
- Reviews and guarantees near the buy button
- Faster mobile pages
How do we prioritise what to test?
Every idea goes into a backlog scored by expected impact, confidence based on the research, and effort to build. Changes on high-traffic, high-value pages with strong evidence go first.
Each test has a written hypothesis (what we change, for whom, why we expect it to help and how we'll measure it) so that whatever the result, the team learns something. Losing tests are useful too: they stop you from shipping changes that would have hurt.
What does CRO research actually involve?
Quantitative data shows where people drop off: funnel reports, page-level conversion rates by device and traffic source, form field abandonment. Qualitative research shows why: watching session recordings of real visits, reading on-site survey answers, reviewing support tickets and talking to customers about what nearly stopped them buying.
Combining the two is what makes test ideas strong. A drop-off on mobile checkout, recordings showing people struggling with an address field and survey answers mentioning delivery costs together point to specific, testable fixes.
How conversion rate optimization works, step by step
Every step has a clear output you can review. Timing is agreed in your quote.
- 1
Check tracking
Make sure conversions and funnels are measured correctly.
- 2
Research
Analytics, heatmaps, recordings and customer feedback analysed.
- 3
Hypothesise
Problems turned into prioritised, testable ideas.
- 4
Design and build
Variations designed, built and quality-checked.
- 5
Test
A/B tests run to a pre-planned sample size where traffic allows.
- 6
Implement and repeat
Winners shipped permanently; learnings feed the next round.
Tools, and what shapes your quote
Pricing is based on your project and agreed in your quote. These are the things that move it.
| Factor | Why it matters |
|---|---|
| Traffic level | Higher traffic allows more and faster tests. |
| Number of pages and funnels | More funnels mean more research and testing. |
| Development complexity | Changes to checkouts or apps take more build work. |
| Research depth | User interviews and usability tests add time. |
| Testing tool | Testing platforms charge their own subscriptions. |
| Area | Tools |
|---|---|
| Analytics | GA4, Google Tag Manager, Looker Studio |
| Behaviour | Microsoft Clarity, Hotjar |
| Testing | VWO, Optimizely, Convert, server-side feature flags |
| Research | on-site surveys, usability tests |
Common mistakes to avoid
What we see go wrong most often, and how a good project avoids it.
Testing without research
Random ideas rarely win. Base tests on evidence of what's wrong.
Stopping tests early
Early results swing wildly. Decide the sample size before starting.
Copying competitors
What works on another site may not work for your audience.
Measuring the wrong goal
More clicks on a button don't matter if revenue doesn't rise.
Ignoring mobile
Most traffic is often on phones, where friction is greatest.
Frequently asked questions
How much traffic do we need for CRO?
Research-led improvements help at any traffic level. Formal A/B testing needs enough conversions per variation to reach reliable results; we calculate what's realistic for your site.
How quickly will conversion rates improve?
Quick wins from research can be implemented early. Testing programmes build gains over time; we report each change and its measured effect.
Do you design and build the changes?
Yes. We design variations, build tests and implement winners on your site, or hand specifications to your developers.
Will A/B testing slow down our site?
Client-side testing tools can add a small delay. We configure them carefully, and use server-side testing where performance is critical.
Is session recording GDPR-compliant?
It can be, with consent where required, masking of personal data and appropriate retention. We configure tools privacy-first.
What's a good conversion rate?
It varies hugely by industry, price, traffic source and goal. The most useful benchmark is your own rate over time.
Can you optimise Shopify checkouts?
Shopify limits checkout changes, but we can optimise cart, product pages, payment options and checkout settings within what the platform allows.
Do you also improve landing pages for ads?
Yes. Ad landing pages are often the fastest place to gain, because traffic is paid and intent is known.
What if a test loses?
We keep the original, record what we learned and use it to shape the next hypothesis. Losing tests prevent harmful changes.
Is CRO a one-off or ongoing?
Both. A one-off research sprint with implemented fixes, or an ongoing monthly testing programme.
Can you improve app onboarding?
Yes. We analyse in-app funnels with product analytics and test changes to sign-up and first-use flows.
Can CRO help with lead forms, not just shops?
Yes. Form length, field order, error messages, trust signals and what happens after submission all affect how many visitors become leads.
Do you need developer access?
For implementing winning changes, yes, or we hand specifications to your developers. Testing tools can often run without code changes beyond installing a snippet.
Related services
Landing Pages
Single-purpose pages for ads, launches and lead capture.
Analytics & Reporting
GA4, Tag Manager and dashboards you can trust.
Website Speed Optimization
Faster pages and better Core Web Vitals.
UI/UX Design
Research, wireframes, prototypes and interfaces.
Google Ads
Search, Shopping, YouTube and Performance Max.
Further reading
Conversion Rate Optimization by industry
Convert more of your visitors.
Tell us what you need. You get an honest assessment, a clear plan and a written quote. The first consultation is always free.
- What happens next
- 1You tell us what you need
- 2We aim to reply within 24 hours with questions
- 3You get a written quote for your project