EXPERIENCE

Conversion Rate Optimization (CRO)

We analyse where users get stuck and improve the experience so the path between intent and action becomes clearer.

Google Analytics 4

funnel optimization

EUR 50 / hour

Request a conversion analysis

Complementary products

Tracking & Analytics Implementation Landing Page Development Google Ads Management Meta Ads Management Website Speed Optimization Website Maintenance & Development

Conversion optimisation may generate changes involving these areas, but it does not automatically replace them.

01PRODUCT READER

First screen

We do not start with:

“What colour should the button be?”

We start with:

“Where are users dropping out, and why?”

CRO can focus on a website, ecommerce store, landing page, form, checkout or a complete commercial funnel.

The amount of work depends on the experience being analysed, available data, problems identified and changes required.

CTA support text:

Send us the page, website or store you want to improve and tell us what action it should generate.

02PRODUCT READER

What problem does it solve?

A website can have traffic and still generate too few useful actions.

An ecommerce store can have product views and add-to-cart events but very few purchases.

A landing page can receive paid clicks but very few form submissions.

A form can be opened frequently and submitted rarely.

Problems may appear when:

the offer is not understood quickly;

important information appears too late;

the CTA is unclear;

users have too many options;

navigation creates confusion;

the form asks for too much;

important objections remain unanswered;

mobile experience is poor;

the product is difficult to evaluate;

checkout creates unnecessary friction;

costs appear too late;

errors are unclear;

the process contains unnecessary steps;

campaign messaging and landing-page messaging do not match;

technical issues create friction;

tracking does not show where users are dropping out.

Conversion Rate Optimization tries to locate the problem before proposing the change.

03PRODUCT READER

What does the product do?

Conversion Rate Optimization identifies friction within the experience and turns observations into prioritised interventions.

We may analyse:

traffic source;

user intent;

first screen;

messaging;

offer;

navigation;

content;

CTAs;

forms;

search;

filters;

product pages;

cart;

checkout;

mobile experience;

speed;

errors;

tracking;

page-to-page funnel;

differences between traffic sources or devices.

We do not change elements simply because they “might look better”.

There needs to be a problem, a reason and an outcome we can observe.

04PRODUCT READER

What you receive

Depending on the project, CRO may include:

definition of the primary conversion;

definition of relevant secondary conversions;

funnel analysis;

analysis of available data;

user-behaviour analysis;

analysis of key pages;

CTA analysis;

form analysis;

UX analysis;

usability analysis;

mobile analysis;

checkout analysis;

navigation analysis;

search and filter analysis;

messaging and offer analysis;

validation of relevant tracking;

identification of friction points;

prioritisation of issues;

concrete recommendations;

UX/UI changes;

content changes;

form changes;

CTA changes;

funnel changes;

checkout changes;

additional instrumentation where data is insufficient;

testing;

impact measurement;

further iterations.

Not every project requires every step.

05PRODUCT READER

How we work

1. Define the conversion

We establish the action we want to improve.

2. Validate measurement

We confirm whether the required data exists and is reliable enough for analysis.

3. Analyse the funnel

We identify where users are dropping out.

4. Analyse the experience

We investigate possible causes:

usability;

content;

offer;

UX;

forms;

checkout;

errors;

performance.

5. Prioritise

We determine what deserves attention first.

6. Implement

We make the approved changes.

7. Measure

We observe the effect after implementation.

8. Iterate

We move to the next priority where the data justifies another iteration.

27. How much does Conversion Rate Optimization cost?

EUR 50 / hour

The cost depends on:

funnel complexity;

number of pages;

conversion type;

tracking quality;

available data;

platform;

ecommerce setup;

forms;

checkout;

number of issues identified;

required changes;

implementation;

testing;

analysis duration.

We can work on one specific issue or on an ongoing optimization process.

28. CRO as an individual product or together with other components

Conversion Rate Optimization is a Component within Experience.

It can be purchased independently when a working experience already exists and needs improvement.

It may also work together with:

Tracking & Analytics Implementation;

Landing Page Development;

Google Ads;

Meta Ads;

Website Maintenance & Development;

API & Systems Integration;

Process Automation;

Website Speed Optimisation.

These components are not automatically included.

We use them only when the diagnosis shows they are required.

29. How long does it take?

CRO does not have one universal timeframe.

A specific problem may be analysed and addressed through a limited intervention.

An optimisation programme may continue through several iterations.

The timeframe depends on:

available data;

traffic;

number of issues;

changes required;

time needed to observe results.

We do not continue iterations simply to keep a project open.

Every stage needs a clear question.

30. What we need from you

To begin, it helps to have:

URL of the page, website or store;

conversion you want to improve;

problem you have noticed;

main traffic sources;

analytics access where available;

platform access;

ecommerce data where relevant;

active campaigns where relevant;

current tracking setup;

information about the form or checkout;

customer feedback where available;

any important recent changes.

If you do not know where the problem is, we can start there.

31. Frequently asked questions

What does CRO mean?

CRO stands for Conversion Rate Optimization.

It is the process of analysing and improving an experience so more relevant users can complete the intended action.

How much does CRO cost?

The service costs EUR 50 / hour.

The amount of work depends on the funnel, data, platform and required interventions.

Can you optimise an ecommerce store?

Yes.

We can analyse catalogue journeys, product pages, cart, checkout and other ecommerce funnel stages.

Can you optimise checkout?

Yes.

Checkout is one of the areas we can analyse and improve within platform limitations.

Can you optimise a landing page?

Yes.

We analyse continuity between traffic source, message, offer, form and CTA.

Do you run A/B tests?

They may be part of the process where traffic and infrastructure allow useful results.

We do not use A/B testing automatically for every change.

What if I do not have enough traffic?

We can begin with usability, funnel logic, errors, content, tracking and other issues that do not require large traffic volumes to evaluate.

Do we need tracking?

Data-driven optimisation requires relevant measurement.

If tracking is incomplete, the first step may be correcting or extending it.

Does CRO mean redesign?

No.

Many improvements are targeted.

Where problems require broad structural changes, a separate redesign project may be more appropriate.

Does conversion optimization guarantee more sales?

No.

We can identify and remove friction, but sales also depend on offer, traffic, price, competition and other factors.

Can we work on CRO continuously?

Yes.

Optimisation can continue through successive iterations, each based on a clear problem or hypothesis.

32. Complementary components

We show components that may support optimization rather than alternatives that duplicate it.

Tracking & Analytics Implementation

Builds the measurement required where the funnel cannot be analysed properly with the current setup.

Landing Page Development

Builds a dedicated experience where the existing general page cannot support the campaign efficiently.

Google Ads

Can provide high-intent traffic to optimised experiences.

Meta Ads

Can provide campaign and audience traffic that may require dedicated conversion experiences.

Website Speed Optimisation

Addresses performance where speed contributes materially to friction.

Website Maintenance & Development

Implements broader site changes where optimization requires further development.

33. FINAL CTA

Tell us what action you want to improve.

We analyse the funnel, available data and the experience to identify where friction appears and what deserves attention first.

CTA:

Request a conversion analysis

Destination

WhatsApp.

Pre-filled WhatsApp message

Hi! I’d like to improve the conversion performance of a digital experience. The page / website / store is:

[link]

The action I want to improve is:

[purchase / lead / form / call / booking / another action]

The problem I currently notice is:

[brief description / not sure yet]

06PRODUCT READER

What we do not promise

Conversion Rate Optimization does not mean an automatic promise of:

+20%;

+50%;

doubled sales;

a specific conversion rate.

Results also depend on:

traffic;

relevance;

offer;

price;

competition;

trust;

brand;

seasonality;

product;

lead quality;

other factors outside the experience itself.

We can control the analysis, interventions and quality of the process.

We do not invent outcomes before the data exists.

07PRODUCT READER

What is a conversion?

A conversion is the action we want the right user to complete.

It may be:

a purchase;

a lead;

a form submission;

a phone call;

a WhatsApp message;

a booking;

a registration;

a quote request;

an appointment;

a download;

another business-relevant action.

There is therefore no universal conversion rate that describes every project.

We first define:

What action are we trying to improve?

08PRODUCT READER

Optimization starts with the action, not the page

We do not optimise “the website” in a generic sense.

We first define the action that needs improvement.

For example:

Service website

Visitor -> Service page -> CTA -> Form -> Lead

Ecommerce

Category -> Product -> Add to cart -> Checkout -> Purchase

Landing page

Ad -> Landing page -> Form -> Lead

Booking

Page -> Service selection -> Calendar -> Booking

Only once the journey is clear can we identify where friction occurs.

09PRODUCT READER

The conversion funnel

A funnel describes the stages between entry and the final action.

Problems do not always occur at the last step.

For example:

high traffic + few product views;

many product views + few add-to-cart events;

many add-to-cart events + few checkout starts;

many checkout starts + few purchases.

These are different problems.

If we redesign checkout while users rarely reach checkout, we are optimising the wrong stage.

That is why we first identify where the loss occurs.

10PRODUCT READER

Checkout optimization

Checkout is one of the most sensitive areas in ecommerce.

We may analyse:

number of steps;

form fields;

errors;

validation;

payment methods;

delivery methods;

costs;

promo codes;

account creation;

mobile experience;

messaging;

order confirmation.

The objective is not to remove every step.

The objective is to remove unnecessary friction without compromising information required to complete the transaction correctly.

11PRODUCT READER

Form optimization

A form can lose users through:

too many fields;

unclear fields;

unnecessary required fields;

confusing errors;

missing explanations;

lack of trust;

poor mobile experience;

submit actions that appear broken;

unclear success messages.

We evaluate each field by asking:

Do we need this information now?

If not, removing the field may be more valuable than redesigning the form around it.

12PRODUCT READER

Usability improvement

Usability describes how easily a user can operate the interface to achieve an objective.

We may review questions such as:

Is it clear where to click?

Can users find the information they need?

Do they understand what they are getting?

Can they move backwards easily?

Are buttons recognisable as actions?

Is the form easy to complete?

Do filters make sense?

Do error messages explain the problem?

Are there elements that look interactive but are not?

Is the mobile experience equally clear?

An interface can look excellent and still be difficult to use.

13PRODUCT READER

Messaging and offer

A conversion problem is not always a UX problem.

Sometimes users understand the page perfectly, but the offer itself is unclear.

We may analyse:

headline;

what is being sold;

benefit;

price;

differentiation;

what the customer receives;

perceived risk;

missing information;

objections;

CTA.

We do not redesign the interface to hide an offer problem.

14PRODUCT READER

CTAs

A CTA should answer clearly:

What happens when I click?

We analyse:

wording;

placement;

frequency;

context;

competition with other CTAs;

visibility;

mobile behaviour.

If a page simultaneously asks the user to:

buy;

call;

download;

request a quote;

explore,

without a clear hierarchy, the user may be given too many competing directions.

15PRODUCT READER

Navigation

Navigation can affect conversion when users:

cannot find the product;

do not understand categories;

move through too many levels;

reach pages unrelated to their intent;

need to repeatedly go backwards.

Navigation optimisation means reducing the effort required to reach the relevant destination.

16PRODUCT READER

Search and filters

For ecommerce stores or content-heavy websites, search and filtering can become part of conversion.

We may analyse:

what users search for;

whether results are relevant;

whether zero-result searches occur;

whether filters are understood;

whether important filters exist;

whether selections are easy to change;

whether the mobile experience remains usable.

A filter that technically exists but does not help the decision does not solve the problem.

17PRODUCT READER

Product page optimization

For ecommerce, we may analyse:

imagery;

product title;

price;

variants;

availability;

description;

benefits;

features;

delivery;

returns;

CTA;

Landing page optimization

For landing pages, we review continuity across:

traffic source -> message -> offer -> CTA

If the ad says one thing and the landing page opens with something unrelated, users need to rebuild the connection themselves.

Optimization may include:

a new headline;

reordered information;

clearer CTA;

simpler form;

removal of distractions;

additional content addressing objections;

improved mobile experience.

19PRODUCT READER

Mobile vs desktop

We do not assume problems are identical across devices.

Mobile may introduce:

hard-to-reach CTAs;

forms that are difficult to complete;

difficult filters;

keyboard issues;

oversized elements;

important content appearing too far down;

difficult checkout;

speed problems.

Where data allows, device behaviour is analysed separately.

20PRODUCT READER

Quantitative data

Quantitative data may tell us:

how many users arrive;

where they go;

which actions they take;

where they drop out;

differences between devices;

differences between traffic sources;

differences between pages.

Sources may include, depending on the project:

analytics;

ecommerce data;

advertising data;

Search Console;

relevant internal data.

Data tells us what is happening.

It does not always explain why by itself.

21PRODUCT READER

User behaviour

Where tools and consent allow, we may use signals such as:

scroll behaviour;

clicks;

interactions;

form behaviour;

errors;

navigation sequences;

other relevant behavioural signals.

These signals complement quantitative data.

We do not treat one isolated signal as absolute truth.

22PRODUCT READER

When data is insufficient

Not every website has enough traffic or sufficiently reliable tracking for strong statistical conclusions.

In those situations, we may begin with:

clear usability problems;

errors;

messaging inconsistencies;

funnel logic;

form analysis;

checkout analysis;

tracking validation;

available behavioural observations.

Sometimes the first optimisation step is building the measurement required for the next decision.

23PRODUCT READER

CRO and tracking

CRO without measurement can easily become a collection of opinions.

Before evaluating the impact of a change, we need to know whether the relevant action is being measured correctly.

We may validate:

primary conversion;

intermediate events;

funnel steps;

duplicate events;

missing events;

ecommerce values;

traffic sources;

consent behaviour.

Where tracking requires substantial rebuilding, we use the separate Tracking & Analytics Implementation product.

24PRODUCT READER

Testing changes

Not every change requires the same validation method.

Depending on traffic and project context, we may use:

before / after comparison;

funnel analysis;

behavioural analysis;

functional validation;

A/B testing where volume and infrastructure justify it;

other methods appropriate to the situation.

We do not run an A/B test simply because the term sounds more “CRO”.

The method needs to produce useful information.

25PRODUCT READER

Prioritisation

We do not implement every idea at once.

Issues may be prioritised based on:

potential impact;

severity;

number of users affected;

position in the funnel;

confidence in the diagnosis;

effort;

risk;

dependencies.

This prevents time being spent on minor changes while more important problems remain unresolved.

26PRODUCT READER

CRO does not mean permanent redesign

Conversion optimization may produce visual changes.

But not every problem requires redesign.

Sometimes the improvement may be:

clearer copy;

one field removed;

an error fixed;

information moved;

a cost shown earlier;

an action simplified;

a CTA changed;

one step removed.

If the problems are systemic and require a substantial part of the experience to be rebuilt, Website Redesign or Ecommerce Redesign may become the more appropriate product.

27SEARCH TERRITORY

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