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Conversion Rate Optimisation

You already pay for the traffic. CRO is the work of getting more of it to buy — and it lowers your cost per acquisition on every channel at once, without adding a rupee to your ad budget.

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The cheapest growth in the account

Doubling ad spend doubles your costs. Improving conversion rate does not. Take a store converting at 1.4% and move it to 1.8% — a change most sites have sitting in plain sight — and your effective cost per acquisition drops by roughly 22% overnight, on organic and email traffic as well as paid.

That is why I will almost always look at your site before I look at your bid strategy. There is no point paying more for traffic that a broken mobile checkout is going to lose anyway.

How I find what is actually wrong

Analytics forensics

Funnel drop-off by device, browser, traffic source and landing page. The problem is almost never uniform — it is usually one segment behaving very differently from the average that is hiding it.

Session recordings & heatmaps

Watching real sessions surfaces things analytics cannot: rage clicks on a non-link, a field people abandon, a sticky bar covering the button on one phone size.

Heuristic review

A structured walkthrough of each key journey against clarity, friction, motivation and anxiety — the four things that decide whether someone completes an action.

Voice of customer

Exit surveys, post-purchase questions and your own support tickets. The objection that costs you the most sales is usually already written down in your inbox.

Speed & Core Web Vitals

Largest Contentful Paint, interaction latency and layout shift on real mobile connections — measured on your slowest meaningful page, not your fastest.

Structured testing

Hypotheses written before the test, a decided sample size, and results recorded whether they win or lose. A losing test that teaches you something is not a failure.

Where the wins usually are

Checkout and cart. Unexpected shipping cost is still the single biggest cause of abandonment. Showing it earlier costs nothing.
Product pages. Missing sizing, delivery timing or returns information — the questions that make people leave to go and search for the answer.
Forms. Every non-essential field costs completions. Most enquiry forms ask for two or three things nobody needs until later.
Mobile. Where most of the traffic is and most of the testing is not. Tap targets, sticky elements, keyboard behaviour on inputs.
Landing page to ad match. If the ad promised something the page does not immediately confirm, the visitor leaves before reading anything.
Trust. Reviews, returns policy, real contact details, delivery expectations — visible at the moment of hesitation, not buried in the footer.

How an engagement runs

Research fortnight. Analytics, recordings, heuristic review and customer voice, pulled into one prioritised list scored on likely impact against effort.
Quick fixes first. The friction that needs no test — a broken mobile layout does not require a control group.
Testing cycle. Where traffic supports it, one structured experiment at a time, each with a written hypothesis and a pre-agreed success metric.
Documented results. Every test recorded, winners rolled out, losers explained. Over time this becomes a genuine map of how your customers decide.

Frequently asked questions

How much traffic do I need before CRO is worth doing?

For statistically sound A/B testing, roughly 1,000 conversions a month gives you results in a sensible timeframe. Below that, testing takes months to reach significance — so the work becomes structured diagnosis and fixing obvious friction rather than split testing, which on low-traffic sites usually produces bigger gains anyway.

Is this design work?

Partly. But most conversion problems are not aesthetic. They are a form asking for information people are not ready to give, a price that appears three steps too late, a mobile layout that buries the button, or a page answering a question the visitor never asked. Diagnosis comes before design.

Which platforms do you work on?

Shopify and WooCommerce most often, plus WordPress and HubSpot for service businesses. The method does not change with the platform; the implementation route does.

Do you guarantee a conversion rate increase?

No, and I would be sceptical of anyone who does. Some tests lose, and a test that loses still teaches you something about your customers. What I will commit to is a structured process, honest reporting of what happened, and not quietly dropping the results that did not go my way.

How does CRO relate to my ad spend?

Directly. Lifting conversion rate from 1.4% to 1.8% cuts your effective cost per acquisition by around 22% on exactly the same spend — and it compounds across every channel at once, including organic and email. It is usually the cheapest growth available to an account.

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