Conversion optimization

Conversion rate optimization (CRO) is about improving the entire experience on your website. We analyse where visitors drop off, hesitate or get stuck. Those are exactly the elements we tackle.

At the core, everything we do turns two dials:

• Lowering barriers and friction: we make it as easy as possible for visitors to take the desired action.
• Increasing motivation and urgency: we make sure visitors actually want to take that action.

Data-driven, not gut feeling

Improvement ideas can come from anywhere, but not every idea carries the same weight. Gut feeling and opinions are the weakest form of evidence, with the highest risk of bias. Research and surveys rank a step higher. Tests, data and science provide the strongest evidence, with the smallest risk of distortion.

That is why we base improvements as high up that pyramid as possible: on your data, on research among your visitors and on what has been scientifically proven to work.

Strong hypotheses as a foundation

Every test starts with a clear hypothesis. It states what we are testing (the variable), what we expect to happen (the result) and why we think so (the rationale). We always use the same format:

If (variable) ______, then (result) ______, because (rationale) ______.

For example: if we change the text on the contact button to “Get in touch now”, then the number of contact requests will increase, because time-specific calls to action have proven to be more effective.

Prioritising for maximum impact

Not every hypothesis is equally urgent or promising. That is why we score every test idea with a fixed prioritisation model. Among other things, we weigh: how visible the change is, whether it increases visitor motivation, how often the page is visited, the alignment with your strategic goals, best practices within your industry and ease of implementation.

The hypotheses with the highest scores get tested first. That way we work purposefully, well-founded and with an eye for impact.

Honest about testing

We run A/B tests or multivariate tests, depending on your traffic and the question at hand. And we are honest about the outcomes: on average, only about 14% of tests deliver a statistically significant improvement. At booking.com, home to some very good CRO specialists, it is only 9%. The better your website already is, the more often a test will not produce a clear winner. And that is fine: every test teaches us something about your visitors.

If a test is inconclusive, we test a bigger change, roll the test out across more pages or measure micro-conversions. And sometimes the conclusion is simply: this change makes little difference to your visitors, on to the next idea.

The power of a strong landing page

Most conversions start (or strand) on the landing page. It is where visitors arrive from ads or emails, and therefore the moment where expectations, form and content have to match.

The landing page is often the logical place to optimise. We look beyond design or copy at the whole picture: does your offer match the visitor’s intent? Is there one clear action? Are there distracting elements or obstacles that cause confusion or doubt?

Together we take a critical look at your landing page. A few smart questions help sharpen what works (and what does not yet):

• Does the visitor immediately understand what you offer?
  
• Is it instantly clear what is expected of them?
  
• Does your message carry enough urgency to convert now?
  
• How fast does the page load? And how logical is the structure?

The extra mile

Once the basics are in order, we go beyond the standard. We review or add key website elements: think of lead magnets (such as a download in exchange for an email address), customer stories that build trust, exclusive offers, or interactive tools like a quiz. That extra layer often makes the difference between decent and convincing.

No tricks, but smart choices tailored to your audience, your product and your conversion goals.

Want to permanently improve your website’s performance?

Conversion optimization is about continuously improving, testing and learning. We prefer to do that together.
With our results-driven approach you discover exactly what works on your website and how to get more out of the traffic you already have, without extra advertising budget.

Want to know more? Call, email or message us. Or fill out the contact form. We’ll talk to you soon!