Conversion Rate Optimisation Services — More Revenue from Your Existing Traffic

CRO and UX overlap significantly but differ in approach. UX design is typically a creative and strategic discipline focused on the entire user experience — often without controlled testing to validate individual changes. CRO is a scientific discipline focused specifically on conversion metrics — hypothesising that a specific change will increase conversion rate and testing that hypothesis in a controlled experiment. Good CRO uses UX principles to generate hypotheses and A/B testing to validate them with statistical confidence. We combine both — UX-informed ideation and rigorous A/B test validation.

Conversion rates vary enormously by industry, traffic source, and conversion type. Ecommerce conversion rates typically range from 1% to 4% for direct purchases; lead generation forms for B2B can range from 2% to 10% depending on the ask. Averages matter less than your own baseline — our goal is to improve YOUR conversion rate relative to your current performance. A 25% relative improvement to a 1% conversion rate (to 1.25%) is meaningful regardless of what the industry average is.

CRO test results depend on traffic volume and the size of the conversion rate difference being detected. Low-traffic sites need to run tests for longer to reach statistical significance — sometimes 4 to 8 weeks per test. High-traffic sites can reach significance in 1 to 2 weeks. The minimum traffic requirement for reliable A/B test results is approximately 1,000 conversions per variant — so a page receiving 10,000 sessions with a 5% conversion rate (500 conversions) needs at minimum 2 test cycles before reaching significance. We calculate required sample sizes before starting tests so you know the timeline upfront.

Prioritise pages by: traffic volume × conversion impact potential. The highest-value CRO targets are typically: checkout pages (high traffic, direct revenue impact); primary landing pages from paid traffic (high spend at risk); lead generation forms (direct pipeline impact); product pages for your top-selling products; and homepage or key category pages with high exit rates. We use GA4 funnel analysis to identify where the largest conversion gaps exist in your specific user journey.

Both matter, but CRO improves the return on ALL your traffic channels simultaneously. Doubling your traffic costs twice as much. Doubling your conversion rate from 1% to 2% doubles your revenue from the same traffic spend. CRO is typically the higher ROI investment once you have meaningful traffic volume (at least 10,000 sessions/month to test effectively). If you are still building traffic, focus on SEO and paid channels first — CRO has diminishing value below the traffic threshold needed for statistically reliable testing.

Poorly executed CRO can inadvertently damage SEO — for example, removing content that contains target keywords, changing URL structures, or altering structured data incorrectly. Well-executed CRO avoids these risks. Our CRO team works alongside our SEO team — all significant page changes are reviewed for SEO impact before deployment. Specifically, we ensure: content changes maintain keyword relevance; A/B test JavaScript does not interfere with Googlebot rendering; winning variants replace the original cleanly without creating duplicate content; and meta data is preserved across test variants.

Effective A/B testing requires sufficient statistical power. As a general guide: you need at least 1,000 conversions per variant to detect a 20% relative improvement with 95% confidence. This means: if your landing page converts at 3%, you need approximately 33,000 sessions to run a valid test detecting a 20% lift. Lower traffic sites are not excluded from CRO — but testing cycles are longer, and some test types (multivariate with many combinations) are not statistically feasible. For lower-traffic sites we focus on high-impact single-variable tests and qualitative CRO (heuristic audits, user testing) rather than statistical A/B testing.