Service
Conversion rate optimization
We find out why visitors don't convert, then work out what to test on your site and landing pages to fix it. Our conversion work connects with your paid media and tracking, so an improvement on the page can be measured all the way to a qualified lead or a sale.
What's included.
- conversion audit
- analytics and tracking review
- funnel and drop-off analysis
- heatmap and session recording review
- landing page recommendations
- form and checkout review
- hypothesis list and test roadmap
- A/B test setup and analysis
- reporting on qualified leads or revenue
What a conversion rate optimization agency does.
Conversion rate optimization, or CRO, is the work of getting more of your existing visitors to take a useful action, such as buying, booking or filling out a form. A CRO agency studies where people drop off, works out why, then tests changes to the page, the offer or the path.
It's useful to separate this from a redesign. A redesign changes a lot at once, and it can be hard to tell what helped. CRO makes more focused changes in order of likely impact, and it checks each one against real behavior.
When CRO is worth doing.
CRO pays off when you already have traffic and each extra conversion is worth something. It's especially useful when ad costs keep climbing, because a page that converts better lowers the cost of every click you're already buying.
It's less useful when a site gets very little traffic, because formal tests can take too long to reach a reliable answer. In those cases, we rely more on research and clear fixes than on A/B tests. And if the tracking is wrong, we fix that first, because a test can't be read without a number you trust.
Why visitors don't convert.
Most problems fall into a few groups, and each one needs a different fix.
The message doesn't match
Someone clicks an ad about one thing and lands on a page about something else. They leave because they can't quickly tell they're in the right place.
The offer isn't clear
Visitors can't work out what you sell, who it's for, what it costs or what happens next.
There isn't enough reason to trust you
Reviews, examples, guarantees and basic company information can all be missing, or too hard to find when someone needs them.
The path has too much friction
Long forms, slow pages, poor mobile layouts and surprise costs at checkout all lose people who wanted to act.
The wrong people are arriving
Sometimes the page is fine and the targeting is the problem. No landing page can convert traffic that was never going to buy, so we look at the source of the traffic before changing the page.
How we decide what to test.
We start with what people actually do. Analytics shows where they drop off, session recordings and heatmaps show how they behave on the page, and your sales or support team can tell you what people keep asking.
We then write down a clear hypothesis: what we'd change, why we think it will help and what result would prove it. We rank these ideas by likely impact, how much traffic the page gets and how much effort the change takes. High-traffic, high-value pages usually come first.
Testing a change properly.
An A/B test needs enough traffic and enough time to reach a reliable answer. Ending a test on the first good day is one of the most common ways to fool yourself, so we agree on the sample size and the length of the test before it starts.
We also pay attention to what happens after the click. A shorter form may produce more leads and worse ones. Where the data exists, we compare tests on qualified leads or revenue, because a higher conversion rate isn't useful if the people converting never buy.
If a site doesn't have the traffic for a formal test, we can make a clear fix and compare results before and after. We say plainly that this is weaker evidence, and we account for changes in season and traffic mix.
Landing pages for paid media.
Paid traffic has the clearest link between a page and a cost, so landing pages are often the best place to start. We check whether each page continues the promise made in the ad, answers the likely questions and asks for one clear action.
Some regulated categories add limits on what a page can say or collect. We work those limits into the page and test within them, with a qualified reviewer approving any claims.
How it works.
- 01
Check the numbers
We make sure conversions are being recorded correctly. We then look at where people drop off, by page, device and traffic source.
- 02
Find out why
We review the pages, recordings and customer questions, along with what your sales team hears. This gives us a list of likely causes.
- 03
Prioritize
We turn those causes into specific ideas and rank them. You see what we want to test, in what order and why.
- 04
Test or fix
We run tests where the traffic allows them and make clear fixes where it doesn't. Your developers can make the changes, or we can scope that work.
- 05
Learn and repeat
We report what happened, including tests that lost, then decide what to do next. A test that loses can still teach you something useful about your customers.
How we measure conversion work.
The main number is usually conversion rate, but we read it alongside lead quality, revenue per visitor and cost per acquisition. We break results down by device and traffic source, because a change that helps on a phone can hurt on a desktop.
How we price it.
We bill hourly and set the scope in hours. Strategy and advisory are CAD $175/h. Media management and execution are CAD $110/h. Engineering builds and testing software are identified separately where relevant.
You can engage one discipline without buying the others. We can run a one-time audit, build a test plan for your team or manage the testing program.
Questions before we start.
How much does conversion rate optimization cost?
It depends on the number of pages, how much research is needed and whether we run the tests or brief your team. We bill by the hour and show you the scope first. Many teams start with an audit.
What is a good conversion rate?
It varies widely by industry, offer and traffic source, so someone else's average won't tell you much. We'd rather measure your own baseline and improve it, using the numbers that matter to your business.
How much traffic do we need for A/B testing?
It depends on your current conversion rate and how big a change you hope to detect. We work this out before starting. If you don't have enough traffic, we use research and direct fixes instead.
How long does a CRO test take?
Long enough to reach the sample size we agreed on, and usually at least a full business cycle so weekdays and weekends both count. We don't call a winner early.
Do you need to rebuild our website?
Usually not. Many of the highest-impact changes are to messaging, forms and page structure. We'll recommend a rebuild only if the platform itself is what's holding you back.
Can you work with our ads team?
Yes. We can work alongside the team running your media, or we can run the media as well. Keeping ads and pages aligned is a large part of the job.
Related services.
Start a conversation.
Tell us what you are trying to move. We will tell you which disciplines are worth engaging, and which are not.