Digital Marketing
Conversion Rate Optimization (CRO)
Turn more of the visitors you already have into enquiries and orders.
01 / Digital Marketing6 capabilities · 7 deliverables
The problem
Traffic is arriving, but too few visitors take the next step
Buying more traffic is the default answer to flat sales, and it is often the most expensive one. If a pricing page confuses people, a form asks for fifteen fields, or the checkout surprises customers with shipping costs, every new visitor leaks out at the same point. More spend just fills the same leaky bucket faster.
Teams also redesign on opinion. A senior person dislikes a button colour, a competitor's page looks tidier, and the site changes without any evidence that it will do better. Without analytics, recordings and structured testing, nobody can say whether a change helped or hurt, and the lessons are lost with the next redesign.
Sound familiar?
- High bounce or exit rates on key landing pages
- Many visitors start a form or checkout and do not finish
- Mobile conversion is much lower than desktop
- Design changes are made on opinion and results are never measured
Our solution
Evidence first, then tests that show what actually changes behaviour
We start by finding where people drop off and why. GA4 funnels show where, session recordings and heatmaps show how, and short surveys or customer interviews show why. From that evidence we form hypotheses, such as a clearer headline, shorter form, earlier price disclosure or stronger proof, and rank them by likely impact and ease.
We then test properly. A/B tests run long enough to reach a sensible sample, with a pre-agreed success metric and no peeking at day two. Some tests lose, which is useful information. CRO needs traffic: a page with a few hundred visits a month cannot support statistically meaningful tests, and for those we recommend research-led fixes and usability review instead of experiments.
Capabilities
What's inside.
- 01
Funnel and analytics review
We map the steps from landing page to conversion in GA4, quantify the drop-off at each step and rank the biggest opportunities.
- 02
Behaviour analysis
Heatmaps, scroll depth and session recordings show where visitors hesitate, rage-click or abandon, especially on mobile.
- 03
User research
On-site surveys, customer interviews and sales call review reveal the objections and unanswered questions that analytics alone cannot show.
- 04
Hypothesis and test design
Each idea is written as a testable hypothesis with a primary metric, a sample size estimate and a stopping rule.
- 05
A/B and multivariate testing
We build and run experiments in your testing tool, check them for flicker and tracking errors, and analyse results with appropriate caution.
- 06
Form and checkout optimization
We reduce friction in forms, carts and payment steps through field reduction, clear error messages, trust cues and sensible defaults.
Process
How the work unfolds.
- Step 01
Diagnose
We audit analytics, tracking and the main conversion paths, then watch real sessions to see where visitors get stuck.
- Step 02
Prioritise hypotheses
Ideas are scored on evidence, expected impact and effort, and the top few go into the testing queue.
- Step 03
Test and learn
Experiments run to a planned sample size, and results are documented whether they win, lose or are inconclusive.
- Step 04
Roll out and repeat
Winning changes are shipped permanently, learnings feed the next round, and a testing log builds up over time.
You receive
Deliverables
- 01Conversion funnel analysis with drop-off points
- 02Heatmap and session recording findings
- 03Prioritised list of test hypotheses
- 04Designed and built A/B test variants
- 05Test results report with decisions and learnings
- 06Form and checkout improvement recommendations
- 07Testing log for future reference
Where it fits best
- E-commerceCatalogue structure, product-page SEO, checkout fixes, paid media and the integrations that keep stock, orders and finance in agreement.
- HealthcareLocation pages, booking flows, reviews and patient communication, built with privacy and the plain language patients actually search in.
- EducationProgramme discovery, enquiry-to-enrolment funnels, and the CRM plumbing that stops prospective students slipping between teams.
- Professional ServicesAuthority-led content, specialism pages that rank, intake forms that qualify and CRM workflows that make referrals measurable.
- Startups & SaaSProduct sites, demo funnels, onboarding flows and growth instrumentation, shipped at the pace a young product needs.
FAQ
Questions we get asked.
How much traffic do I need for A/B testing?
Enough to detect a meaningful difference in a reasonable time. As a rough guide, a page needs a steady flow of visitors and a decent number of conversions per variant each month. If you are below that, we focus on research-led fixes and measure before and after, which is less rigorous but still useful.
Will CRO involve redesigning the whole site?
Usually not. It works best as targeted changes to the pages and steps where the most visitors are lost. If the evidence shows the site structure itself is the problem, we say so and point to our web design service.
What if a test shows no difference?
That is a legitimate result. It tells you the change did not matter, which saves you from rolling out something that took effort and added nothing. We record it and move to the next hypothesis.
How does CRO relate to paid advertising and landing pages?
Better conversion lowers the cost of every lead from paid campaigns, so the two reinforce each other. We often test landing pages built for specific campaigns, and we work with your ad account manager so the message matches from ad to page.
- MarketingPaid AdvertisingCampaign build, creative, audience targeting and day-to-day account management across search, social and display advertising platforms.View
- WebLanding Page DevelopmentFocused landing pages for ads, email and launches: one message, one action, fast load, clean tracking, and variants ready to test.View
- WebWebsite OptimizationSpeed, Core Web Vitals, mobile usability, accessibility and tracking fixes for existing websites, prioritised by effect and delivered without a full rebuild.View
Ready to talk about conversion rate optimization?
Send a few lines about what you're trying to move. We'll reply with questions, a rough shape of the work, or an honest no.
Or write to hello@asoftbit.com