Conversion Rate Optimization
(CRO)

Before any test we verify that the data can carry the decision: GA4 configuration, Google Tag Manager containers, consent mode, duplicate or missing events, and whether reported conversions reconcile with your back office. Optimising against broken tracking is the most common and most expensive mistake in this field, so we fix it first.

We map where people leave — by step, device, traffic source and landing page — then watch what actually happens there through session recordings, click and scroll maps, and on-site questions asked at the moment of hesitation. Support tickets and sales objections go into the same pool, because customers usually state the problem in their own words long before analytics shows it.

Each finding becomes a written hypothesis: the observed problem, the proposed change, the expected effect and the metric that will judge it. We rank them by strength of evidence, how much traffic they touch and how much work they take, so the cheap high-confidence fixes ship immediately and only genuinely uncertain ideas go to a test.

Variants are built to match your existing design system and checked across browsers, screen sizes and the slow mobile connections much of your traffic actually uses. We validate that the test does not cause visible flicker, does not break tracking and does not slow the page, then define the sample size and minimum run time before it goes live.

Tests run through full business cycles — typically whole weeks, so weekday and weekend behaviour are both represented — and we do not stop early because a variant looks ahead on day three. Guardrail metrics are monitored throughout, and a test that harms revenue per session or refund rate is stopped even if the headline conversion rate improved.

Every test ends with a written result: winner, loser or inconclusive, the numbers behind it, and what we now believe about your customers. Losers stay in the log with a reason so nobody rebuilds the same idea next year, and each result reshapes the priority of everything still in the backlog.