CONVERSION OPTIMISATION
Every visitor who does not convert has already been paid for. The marketing budget that generated the visit is spent whether the visitor converts or not, which means conversion rate is a multiplier on every other channel’s return on investment.
We identify where visitors are dropping off, why they are dropping off, and what changes produce measurable improvements in the percentage who convert, through a structured combination of behaviour analysis, hypothesis development, and controlled experimentation.
CRO done correctly produces compounding returns: a conversion rate that is two percentage points higher this quarter is two percentage points higher on next quarter’s traffic as well, without any additional spend to acquire that traffic.
CONVERSION AUDIT
We run a quantitative audit of your conversion funnel, analysing entry points, exit pages, funnel drop-off rates, and device and segment performance to identify where visitors are leaving and how much revenue each drop-off point is costing at current traffic volumes. The audit produces a prioritised list of optimisation opportunities ranked by the revenue recoverable from each.
HYPOTHESIS DEVELOPMENT
We develop hypotheses from the combination of quantitative funnel data and qualitative behaviour analysis. Each hypothesis specifies the change, the mechanism by which it is expected to improve conversion, the expected magnitude of improvement, and the metric that will determine whether it has worked. Hypotheses without a mechanism are guesses; we test predictions, not hunches.
LANDING PAGE OPTIMISATION
A landing page that asks visitors to do multiple things guides them toward none of them. We design and test landing pages around a single conversion objective, with messaging hierarchy, page structure, and call-to-action placement aligned to the intent of the traffic arriving at the page rather than to the visual preferences of the design team.
USER BEHAVIOUR ANALYSIS
We use session recordings, heatmaps, scroll maps and user journey analysis to observe how visitors actually interact with the pages that matter most to conversion. Behaviour that contradicts the intended design is often where the highest-value optimisation opportunities live, visitors are telling you what is not working by what they do before they leave.
A/B & MULTIVARIATE TESTING
We design tests with sample size calculations completed before they run, so statistical significance thresholds are defined in advance rather than selected when the data looks interesting. Tests run until significance is achieved or until the sample required to achieve it is clearly not available at current traffic volumes, at which point we iterate the hypothesis rather than declaring a result from an underpowered test.
CRO PROGRAMME MANAGEMENT
A single A/B test is an event. A CRO programme is a structured pipeline of hypotheses, tests, and learnings that compounds over time. We manage the test pipeline, velocity, and learning documentation so the programme accumulates insight rather than running discrete experiments that are not connected to each other by a common understanding of what makes visitors convert on your specific site.
We look at what visitors actually do before recommending changes to what they see. Conversion hypotheses based on analytics data and session behaviour consistently produce larger improvements than hypotheses based on industry best practice applied without reference to the specific site and traffic.
Tests declared significant because the data looked interesting, rather than because a significance threshold was met, produce a list of changes that felt like wins and did not compound. We define significance thresholds before tests run and do not report results from underpowered tests.
CRO produces compounding returns when the learning from each test informs the next hypothesis. A one-off test is an event; a sustained programme is an asset. We build the infrastructure, test pipeline, hypothesis backlog, learning documentation, that makes the programme compound rather than reset after each test.
