Conversion rate optimization (CRO) services

What CRO work includes#

We shape the engagement around the actual brief. The proposal identifies which of these deliverables are included, who supplies the inputs and how each one is accepted.

• Funnel and event audit: what is tracked, what is missing and what is wrong
• Review of forms, speed, messaging, proof, mobile and checkout
• Session recordings and on-page evidence for each problem
• Hypothesis backlog ranked by evidence and effort
• Design and implementation of the changes in your site
• A/B tests where traffic allows; before-and-after measurement where it does not
• Monthly report of changes shipped and what the data shows

Is your site ready for CRO?#

CRO fits a site that already has steady traffic and a clear action, such as a quote request, a sign-up or a purchase, but too few people complete it. If the page itself is missing or speaks to the wrong audience, start with a landing page or a website redesign. If too few people arrive in the first place, SEO comes first, because improving a page few people see changes little.

How a CRO engagement runs#

We start by checking the measurement, because a test is only as good as its data. Common problems are events that fire twice, forms counted by button clicks instead of successful submissions, and no record of which inquiries became customers. With a baseline you can trust, we review the funnel step by step using analytics, session recordings, form drop-off, speed data and the questions your sales team hears. Each finding becomes a hypothesis: what we will change, why, which metric should move and how we will know.

Then the work runs in monthly cycles. We take the top items from the backlog by evidence and effort, design and build them in your site, and measure them: as an A/B test when traffic can reach a decision, otherwise against a clean baseline with the release date marked. The monthly report lists what shipped, what the data shows, what was inconclusive and what comes next. Because the team that finds the problem also builds the site, a change does not wait in another agency's queue.

What does the CRO audit cover?#

The audit follows the path to the action, not the design in isolation. Each finding comes with the evidence behind it and a proposed change:

Speed is part of conversion as well as search. Google's Search Central documentation sets good Core Web Vitals at Largest Contentful Paint within 2.5 seconds, Interaction to Next Paint under 200 milliseconds and Cumulative Layout Shift under 0.1. We measure them on the pages that convert, from real visits where the data exists, before and after each change.

• Funnel and events: every step from landing to inquiry or purchase, checked against real submissions and orders
• Forms: number of fields, labels, error messages, the right mobile keyboard, and spam protection that does not block real people
• Messaging and proof: whether the page says what you sell, to whom and why you, with evidence a buyer would believe
• Mobile: the full journey on a phone, including tap targets, sticky elements and payment
• Checkout where relevant: forced accounts, costs shown late, payment options and error handling
• Accessibility barriers that also stop customers, such as unlabeled fields or dialogs that trap the keyboard
• Session recordings and the questions sales hears, to explain what the numbers show

Which methods does your traffic support?#

An A/B test needs enough comparable visitors and conversions to tell a real difference from chance. Below that level, the honest method is research-led change measured against a clean baseline, and the report says which method was used.

Before a test starts we write down the metric, the smallest change worth detecting, the sample it needs and how long it must run, and we do not stop it early because the first days look good. The useful measure is conversions per variant, not page views.

E-commerce: where checkouts lose buyers#

For online stores the checkout gets its own review. Baymard Institute's average documented cart abandonment rate is 70.22%, calculated from 50 studies (last updated 22 September 2025). Part of that is people who were only browsing, so the goal is not zero; it is the share lost to problems the store can fix.

Baymard's checkout survey lists those problems: extra costs that appear late, forced account creation, long or complicated checkouts, site errors, declined cards and too few payment methods. We test the checkout on real phones with your payment provider in test mode, read its decline and error reports, and compare drop-off at each step before and after each change.

Which tools, and what about privacy?#

When we set up the analytics, we use PostHog: funnels, session replays linked to each experiment variant, feature flags to release changes gradually, and experiments with Bayesian or frequentist statistics. If you already use GA4 or another tool and its data is sound, we work with it rather than adding a second tracker that slows the pages we are trying to improve.

Analytics collects personal data, so the setup follows the consent rules where you operate. In Colombia, Ley 1581 de 2012 defines authorization as the prior, express and informed consent of the data subject. PostHog masks form inputs in session replays by default, and it can keep data in page memory until a visitor consents, then switch to persistent storage. Your counsel confirms the privacy policy and consent banner.

Questions before you choose#