Strategy & Growth
Conversion Rate Optimization
We research why visitors hesitate on your site, turn findings into hypotheses, and validate changes through A/B tests or another method that fits your traffic.
The problem
Ads and SEO bring people to the site, but they leave without filling out the form, calling or buying.
CRO often gets reduced to button colors and headline swaps. Tests with no research behind them tend to come back flat because they never touch the real obstacle: a confusing offer, unclear pricing, missing trust signals or a form that fails on mobile.
Measurement mistakes do their own damage. Stopping a test early or blending all devices into one number leads to bad decisions. A variant can also raise conversions while lowering lead quality, which you won't see without sales data.
Conversion rate alone is a weak goal. The real test is whether extra conversions reach sales and revenue.
You may recognize this
- Traffic is rising, while form or cart completions aren't keeping up.
- Site changes follow senior opinion or whoever argues loudest.
- Nobody can say what past tests taught the company.
How we work
Conversion research
GA4 analysis, heatmaps and session recordings from tools such as Microsoft Clarity are combined with form analytics, on-site polls and usability tests to show where and why people stall.
Heuristic review
Key pages are scored with the LIFT model across value proposition, clarity, relevance, anxiety, distraction and urgency.
Hypotheses and prioritization
Each finding becomes a written hypothesis stating the evidence, the change and the expected shift. A research-weighted model like PXL ranks the backlog.
Test design and validation
Sample size and duration are fixed in advance, sample ratio mismatch is checked, and results get read by device and segment. Low traffic calls for user tests and staged rollouts.
What we deliver
- Conversion research report
- Prioritized hypothesis backlog
- Test plans, variant designs and copy
- Form, offer and checkout improvements
- Experiment archive
How we measure
- Primary conversion rate by segment: exposes device and channel gaps that averages hide.
- Revenue per visitor or qualified lead rate: checks that gains come with quality.
- Learning per test: tracks whether losing tests still produce a decision.
A quote form on a B2B service site
Illustrative scenario: A commercial cleaning company's quote form is long and awkward on mobile. Session recordings show visitors stalling at the tax information field, and polls suggest they give up without a price range. The team tests a two-step form with a clear price range and reads the result alongside sales feedback on lead quality.
Common questions
How much traffic do we need for A/B testing?
It depends on your current conversion rate and the effect size you want to detect. We calculate sample size up front, and if volume falls short, we test bigger changes or lean on usability research.
Could testing break the live site?
Tests start on limited traffic after quality checks and can be switched off in one step. We also monitor the effect of testing scripts on page speed.
Is CRO a one-off project?
Research and first fixes can be. But behavior, traffic mix and offers keep changing, so a regular testing rhythm usually pays off more.
Before we work together, let's think together.
Requests are answered by the founder.