CRO research and testing leads to big wins for this B2B manufacturer.
Improving the marketing funnel approach for this property investment business drives record growth.
There’s a point where spending more on paid media, SEO and other marketing activity brings back less each time, and your margins get thinner. CRO moves that point.
If more of your visitors buy or enquire, every pound you already spend works harder, and so does every pound you return. We tie each test to the number you care about, whether its sales or lead conversion rate, net margin, cost to acquire a customer (CAC), lifetime value (LTV) or return on ad spend. If a change doesn’t move it, it doesn’t stay.
So don’t choose budget for more spend every year. Instead, consider what improvements in your key KPI’s could deliver for your overall performance.
There are times a website change starts with someone’s opinion. They should really start with evidence.
What do your customers do? What do they tell us? What are your competitors up to? What does your data point to? This is your quantitative and qualitative data, and you should have more than enough to create a sound hypothesis (what should we test and why?).
We combine analytics (what people do) with heatmaps, session recordings, and customer feedback (why they do it). Our Conversion Periodic Table keeps that research tied to your business goals, so nothing changes just for the sake of it, and change is based on results, not opinion.
Data is only useful if it’s accurate, and a test is only as good as the data behind it. So first we check that you’re tracking the right things accurately (it’s usually the tracking). That might mean a tracking audit, server-side tagging (more accurate than browser-side and means less data goes missing), data warehousing, or custom reporting. Whatever it takes to trust the numbers.
Then we can run CRO tests to improve those numbers.
Building an in-house conversion rate optimisation team takes time, money, and reliable hiring (we should know).
With us, you work directly with CRO specialists, designers, and developers from the start, and what we learn feeds into the decision-making for your internal team. We can run the whole process from audit to ongoing research, testing roadmap, design, coding, launch, and reporting. If you already have developers, we work alongside them. Your team keeps the big decisions. We provide the insights, the evidence, and the legwork.
We’ve been running CRO tests for over 16 years, so we’ve seen most of the ways a funnel breaks. We know data, marketing, and conversion rate optimisation. That matters, because a broken funnel rarely has the decency to break in just one place.
We’ve run award-winning CRO testing for e-commerce and lead generation businesses. Our CRO work won in the Conversion Elite Awards (now the prestigious Experimentation Elite Awards) as well as a ‘best use of data in marketing’ award for our marketing and CRO combined. We’ve since stopped entering because clients never ask to see the trophy, only the test results.
CRO specialists, UX designers, developers, conversion copywriters and marketers, all under one roof. One team runs your programme, and one team answers for it. That’s five specialists, without five salaries. Build a testing team for your business at a fraction of the cost.
We’re a UK CRO agency based in Sheffield and London, and we’ve run tests for audiences across multiple countries. Whether you need a CRO agency in London or the North, we’re a train ride away.
Improvement in conversion rate of visitors to private plate purchases.
Increase in YoY stockist & customer enquiry conversions across their ‘MATE’ ranges.
Increase in revenue through their gated European e-commerce store
A simple four-phase framework we follow that turns insights into ideas, ideas into tests, and test results into growth.
Specialists in each area, working as one team, so you don’t have to manage several.
Build the infrastructure to support your performance.
Attract more of the right customers to your business.
Convert more with a full CRO service.
A testing programme is only as good as the reasons behind each test. That takes reliable data, a sound hypothesis, and people who understand your business, your market, and your customers.
So every conversion rate optimisation project starts with an audit. Our audit framework is the Conversion Periodic Table. This is made up of the 25 elements that most often break a funnel, across Brand, Marketing, Data, Content, UX & Marketplace. We built it ourselves and use it twice. First, to audit your business before any testing starts. Then every month, as part of our ongoing research, so your testing stays pointed at what matters now, and you get regular insight into your customers along the way.
Hover over the elements below to see examples of what we check in the Conversion Periodic Table, or read more about our CRO audit.
Let’s look at your customers, their motivations, friction points and where opportunities may be found.
How does the in-platform paid activity affect the intent when landing on-site? Here we look at the pre-click PPC aspects that might affect your core KPI’s
What brand assets are available, what assets are you missing, and how can getting the right asset in the right place help you improve your results?
Here we look at the website or app experience. This can include heuristic analysis, bugs and technical issues, or key UX opportunities.
Data that can be measured and counted. This specific measurable data comes from many sources. First-party data, analytical data such as GA4 and GSC, ad platform data and CRM data. Here we will look at relevant quantitative data.
How does your content go beyond informing and answering? Does it take advantage of cognitive biases and support principles of persuasion? Does it handle objections?
Good CRO Testing isn’t just for the checkout. Problems start before someone reaches your site and carry on after they leave. Here’s just some of where we test:
We can work in whichever tools you already use, or supply our own.
Conversion rate optimisation (CRO) is the process of getting more of your website visitors to do what you want, whether that’s buying, booking or filling in a form. It works by researching why people don’t take that action, testing changes that might fix it, and keeping the ones that measurably work.
The name undersells it. Conversion rate is only one of the numbers CRO can move. Tests can also raise average order value (how much each customer spends), cut basket abandonment and cancellations, or bring customers back more often. Smaller actions count too, like adding to basket or signing up, because they move people towards the main one.
That’s why much of the industry now calls it experimentation. The method stays the same: research what’s happening using numbers (analytics) and people (recordings, surveys, feedback), form a hypothesis, test it with an A/B, A/B/n, multivariate, or redirect test, and let the results decide. Win or lose, every test tells you something about your customers.
A CRO agency is a team of specialists – researchers, analysts, UX designers, developers and copywriters – who find out why your visitors aren’t buying or enquiring, then run controlled tests to fix it. You get a full experimentation team without hiring one.
A good CRO agency goes beyond tactics and ‘best practice’ and finds the best solutions for that client. They create a culture of evidence-led change and ‘customer first’ improvements.
Here at Converted, we’re a UK conversion rate optimisation agency that has helped many companies increase their conversions, leads, and revenue through optimising their websites, apps and user journeys. One of our clients, the London Travel Clinic, saw a 163% increase in the conversion rate of visitors to bookings in 2019. Likewise, an eCommerce website, Badgemaster, saw a 75% increase in goal inquiry rate from an improved badge design tool.
These real-world examples are just two of a long line of clients who have seen their company improve the core KPI’s using our CRO services.
A CRO specialist finds out why visitors leave without buying or enquiring, then designs and runs tests to fix it. At Converted, that starts with an audit using our Conversion Periodic Table, so we understand your business, market and customers before suggesting any change. In practice, this means we analyse 25 elements that are present in a high-converting business to understand you, your marketplace, and customers, and create a hypothesis on what’s not working, what could be enhanced, and how we could improve it.
We will then design, develop, and implement experiments based on these and run them until we can trust the numbers. We’ll then report our findings on whether the test is significant, above baseline, below, or inconclusive. After all, not every test wins (or we’d be rich and on a beach), but every test can provide insights.
Divide conversions by visitors (or sessions) and multiply by 100. So 50 sales from 2,000 sessions is a 2.5% conversion rate. Our guide to calculating conversion rate covers the variations.
Our free test duration calculator helps you understand and predict how long a test should run for based on the expected visitors/sessions and predicted difference in conversion rate. You can test different conversion rates based on the existing test data to understand how long your test should still run for.
Then we have a handy CRO test significance calculator which helps you understand if the data you have captured on an existing CRO test has reached a statistically significant point. Basically, can you trust the numbers, and can you be sure it isn’t luck?
These CRO calculators are free for anyone. Yes, even other CRO companies. Maths doesn’t take sides.
Most of the companies that come to us are B2C. Either e-commerce brands or lead-generation businesses that sell through calls and forms. That’s not to say it’s all we work with. We have run experimentation for charities, B2B and SaaS companies. We’re not industry-specific either, and over 16 years we’ve run tests in retail, education, healthcare, travel, manufacturing, publishing, legal services and more.
We’ve tested on Shopify, WordPress, BigCommerce, Magento, Umbraco, custom Laravel and API-based sites, including server-side testing (changes made on your server rather than in the visitor’s browser).
CRO works best for established businesses with enough traffic to get a reliable result in a sensible time. If you’re not there yet, we’ll say so. Until then, a well-built landing page is usually a better use of your budget than testing
If you are an eCommerce brand, you can click here to find out more about our Ecommerce CRO & Marketing Services
Our CRO programmes start from a day and a half of our time a month, and scale up with how many tests you want to run and how complex they are. Most require several days as a minimum, which is still much cheaper than hiring the team internally.
We do realise ‘It depends’ is the least satisfying answer in marketing, so here’s what it depends on. Every test needs research, a hypothesis, design, development and checking before it goes live, then analysis once the results are in. A copy test on a single page needs far less of that than a rebuilt checkout on a custom platform.
What you get is a working testing team from day one. That’s CRO specialists, UX designers, and developers, without recruiting any of them.
No. Nobody honest can promise a test will win. A test guaranteed to win isn’t a test it’s an opinion. What we can promise is that every test has a reason behind it, and you’ll see every result, good or bad. It is well documented that running CRO programs where you are testing based on sound research, structured reasoning, and statistical significance over a period of time accelerates performance faster than not doing it.
Over time, that testing adds up. Winning tests that go live improve the numbers you care about, and each one builds on the last. Small incremental gains can add up. Losing tests aren’t wasted either. Each is a change you didn’t roll out to every customer, plus you learn something new about what they respond to.
CRO is not for you if your site gets a low number of visitors or conversions in order to produce a reliable result in a sensible time.
A test needs enough data to reach statistical significance (the point where we’re confident a result isn’t just luck). With low traffic, that can take so long that the result is out of date before it arrives and make testing unrealistic.
We think of it as evolution or revolution. Testing is evolution: steady, measured improvements. Revolution is bigger change, like a new landing page or a UX redesign, built on research rather than a test. For low-traffic sites, revolution usually comes first.
Calculate how many days or sessions your CRO tests might take.
Would you like to know more about conversion rate optimisation with Converted?
Get in touch to find out more, or book in your own CRO Audit.
0800 228 9122 – hi@converted.co.uk
