The Conversion Rate Optimization Program helps you turn more of your existing visitors into customers. Each month we study how people use your site, build a backlog of evidence-based hypotheses, run structured A/B tests and improve the landing pages your traffic depends on. The result is a website that keeps getting better at its job, and paid media that works harder for the same budget.
Overview
Most marketing effort goes into getting more traffic. But if a landing page confuses visitors, hides the offer or asks for too much too soon, extra traffic just means paying for more people to leave. Conversion rate optimization (CRO) focuses on the other side of the equation: understanding why visitors do not act and fixing it.
Good CRO is not guessing at button colors. It starts with research into real user behavior, forms clear hypotheses, tests them properly and keeps a record of what was learned. This program provides that process on a rolling monthly basis for one website or one primary funnel.
The program does not include ad spend or traffic acquisition. If you advertise, your ad spend is paid directly to the ad platforms. Testing, heatmap or survey tool subscriptions, if needed, are also paid by you directly.
What’s included in detail
Conversion research
We start with your analytics to find the pages and steps where visitors drop off, then segment by device, traffic source and audience to see where problems are concentrated.
Heatmaps and session recordings
Click maps, scroll maps and recordings show how people actually interact with key pages: what they notice, what they ignore and where they get stuck.
Surveys and user feedback
Short on-site surveys and reviews of customer support questions reveal the doubts and objections analytics cannot show.
Hypothesis backlog
Every insight becomes a written hypothesis: what we will change, why we expect it to help and how we will measure it. We prioritize the backlog by expected impact, confidence and effort.
A/B testing
We design test variations, set up experiments in your testing tool, run them until results are reliable and analyze the outcome, including segments where the result differs.
Landing page improvements
We provide copy, layout and wireframe recommendations for landing pages, especially those receiving paid traffic. Our article on landing page conversion rate optimization covers many of the principles we apply.
How it works
- Kick-off. We agree goals, primary conversions, the pages in scope and the tools available.
- Tracking check. We confirm analytics and conversion events are accurate, because tests are only as good as the data behind them.
- Research phase. We analyze data, install or review heatmaps and recordings, and launch short surveys.
- Backlog and roadmap. We turn findings into a prioritized hypothesis backlog and agree the first tests.
- Test cycles. We design, build or specify, launch and monitor tests, then analyze results and document learnings.
- Implement and repeat. Winning changes are rolled out, the backlog is updated and the next round of tests begins.
Deliverables and reporting
- An initial research summary with the main conversion barriers we found.
- A living hypothesis backlog you can view at any time.
- Test plans and wireframes for each experiment.
- A monthly report covering tests run, results, confidence and recommended next steps.
- A learning log that builds into a record of what works for your audience.
- A monthly review call and replies to questions within one business day.
Watch out: Ending a test early because one version looks ahead is one of the most common CRO mistakes. We set the run time and decision rules before each test starts.
Who it’s for
This program is a strong fit for businesses that already have consistent traffic, from ads, search or email, but feel their site is not converting as well as it should. It pairs naturally with PPC Advertising Management and Social Media Advertising Management, because improving conversion rate lowers the cost of every customer you acquire. If your tracking is unreliable, we recommend starting with Analytics & Conversion Tracking Setup.
A typical program timeline
| Phase | Typical timing | Focus |
|---|---|---|
| Onboarding and tracking check | First weeks of month 1 | Goals, tools, data accuracy |
| Research | Month 1 | Analytics, heatmaps, recordings, surveys |
| Backlog and first tests | End of month 1 into month 2 | Prioritized hypotheses, first experiments live |
| Ongoing test cycles | Month 2 onward | Test, analyze, implement winners, refresh backlog |
| Quarterly review | Every three months | Learnings summary and roadmap update |
Test length depends on your traffic and conversion volume. Compare all service packages or schedule a call to discuss your site.
