// SERVICE 05 · CRO

CRO that compounds revenue from the traffic you already have.

Senior-led conversion rate optimisation for businesses that have stopped seeing easy gains from paid media. Research-driven A/B testing with proper statistical rigour, session replay analysis, and hypothesis frameworks that compound — not random redesigns.

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// PLATFORMS WE OPERATE ACROSS

Optimizely

VWO

Convert

Hotjar

FullStory

Microsoft Clarity

// THE PROBLEM

Why most CRO programmes plateau and stall.

Most CRO programmes fail not because the tests don't work — but because the hypothesis pipeline is broken upstream.

A team installs Optimizely, VWO, or Convert. They run an A/B test on the homepage. The test wins, statistically (or so the platform claims). They roll it out. A month later, revenue hasn't moved. The leadership starts questioning whether CRO is worth it. Sound familiar?

Three patterns show up in every CRO audit we run. One: tests called as winners that weren't actually significant — sample sizes too small, sequential testing inflating false positive rates, or post-hoc segmentation cherry-picking results. Two: hypotheses generated by HiPPO (highest-paid person's opinion) rather than research, leading to a 14% test win rate when proper research-led programmes hit 30-40%. Three: tests rolled out without monitoring downstream impact — short-term conversion lifts that cannibalise customer lifetime value or AOV.

Done right, CRO compounds. A 20% lift in conversion rate on your highest-traffic page is equivalent to a 20% reduction in customer acquisition cost — permanently. That math, applied across the site over 12 months, is one of the highest-ROI investments any business with paid traffic can make. But it requires more than installing a testing tool.

It requires research, hypothesis discipline, statistical rigour, and the patience to run tests to completion rather than calling them early.

// HOW WE WORK

Our six-step Conversion Rate Optimisation methodology.

Every engagement follows the same architecture, calibrated to your business model, customer economics, and operational constraints.

Research-driven discovery

Heuristic site audit, session replay analysis via Hotjar or FullStory, scroll and click mapping, GA4 funnel diagnostics, on-site surveys, and customer interviews. We identify where users get stuck, confused, or abandon — not where we think they might.

Hypothesis pipeline

Every test starts with a written hypothesis: what we believe is happening, why we believe it, what we'll test, what we expect to see, what would falsify it. We maintain a prioritised backlog scored by potential impact, ease of implementation, and confidence in the underlying research.

Test design & statistical planning

Pre-calculate required sample size, test duration, minimum detectable effect, and statistical power. Define guardrail metrics — revenue per visitor, AOV, downstream LTV — to catch tests that win the immediate metric but harm the business. Document everything before launch.

Implementation & QA

Test variants implemented via Optimizely, VWO, Convert, or AB Tasty depending on stack. Full QA across browsers, devices, and traffic sources. Verify random assignment, accurate metric tracking, and no flicker. We've seen plenty of tests fail validation purely from broken implementation.

Analysis & decision

Tests run to pre-calculated sample size — no peeking, no early calls. Analysis covers primary metric, guardrails, segment differences, and qualitative observations from session replays. Decisions documented with reasoning, win or lose.

Roll-out & compounding

Winning variants deployed permanently with monitoring. Losing variants documented as learnings — what didn't work and why becomes the input for the next hypothesis. The system gets smarter every test cycle. That's where CRO ROI compounds.

// WHAT'S INCLUDED

Everything in a Conversion Rate Optimisation engagement.

Site audit & heuristic analysis — expert review across navigation, copy, forms, checkout, mobile UX
Session replay analysis — Hotjar, FullStory, or Microsoft Clarity setup and interpretation
User research — customer interviews, on-site surveys, exit-intent feedback collection
A/B & MVT test design — hypothesis writing, sample size calculation, statistical planning
Test implementation — Optimizely, VWO, Convert, AB Tasty — agnostic across major platforms
GA4 funnel analysis — drop-off identification, segment behaviour, conversion path mapping

Form analytics — field-level drop-off, time-to-complete, error rate diagnostics
Personalisation strategy — segment-based experience design once you have meaningful test wins
Statistical analysis — Bayesian and frequentist methods, proper guardrail evaluation
Weekly written test reads — what shipped, what's running, what's queued
Monthly programme reviews — win rate, learnings, programme ROI, backlog prioritisation
Test calendar & roadmap — 12-month programme view with hypothesis pipeline

// PROVEN ACROSS

Industries we've delivered CRO for.

Senior specialists with hands-on operator experience across the verticals that matter most.

Retail & E-commerce

Multi-SKU catalogues, margin-aware bidding, seasonal demand modelling. Clients include Best&Less, Runaway The Label, Ozmobiles, and Icon By Design.

Health, Fitness & Supplements

TGA-compliant claims, subscription LTV optimisation, conversion-quality tracking. Clients include Fitness First, Body Science, The Man Shake, and Zap.

Travel, Auto & Services

Geo-targeted intent, seasonal demand, lead-quality measurement. Clients include Hertz and iBuyNew.

B2B & Lead Generation

Long sales cycles, CRM-integrated measurement, MQL-to-SQL pipeline modelling, offline conversion imports.

// RESULTS

What senior-led conversion rate optimisation delivers.

+215%

Form completion rate

B2B services client. Multi-step form rebuild + microcopy testing + field reduction across 8 tests.

7.4×

Mobile conversion rate

DTC ecom client. Mobile-specific test programme isolating mobile UX from desktop assumptions.

−42%

Checkout abandonment

Retail client. Express checkout + trust signal testing + payment method optimisation.

// ENGAGEMENT

How pricing works.

CRO is offered as a monthly retainer starting from $5,500/month + GST, calibrated to traffic volume and test cadence. Minimum useful traffic is roughly 50,000 monthly visitors or 1,000 monthly conversions for statistically powered testing — below that, testing cycles are too long to compound.

Testing tool subscriptions (Optimizely, VWO, Convert, AB Tasty) are billed direct to the client or included pass-through. Most clients run $300-1,500/month in tool costs depending on volume.

We don't charge per-test or per-win. Charging for wins creates a perverse incentive to call tests early or run tests we suspect will win regardless of business impact. We charge for the programme, not the outcomes — and the programme produces compound returns when run properly.

Every engagement starts with a free CRO audit valued at $1,500. You get a written report covering site-wide opportunities, prioritised hypothesis backlog, and statistical viability assessment for your traffic levels.

// QUESTIONS

Conversion Rate Optimisation FAQs.

How much traffic do we need for CRO to work?+

Roughly 50,000 monthly visitors or 1,000+ monthly conversions per page you want to test. Below that, individual tests take months to reach statistical significance, and the programme can't compound fast enough to justify investment. For lower-traffic sites, qualitative research and heuristic optimisation still deliver value — but it's not the same as a testing programme.

How long do A/B tests take?+

Properly powered tests typically run 2-6 weeks depending on traffic volume and effect size. Tests called earlier than the pre-calculated sample size dramatically inflate false positive rates. We don't peek and we don't ship until the test reaches its pre-defined endpoint.

What's a realistic win rate for a CRO programme?+

Mature research-led programmes typically hit 30-40% statistically significant winners. Industry average across all programmes is 14% — the gap is almost entirely explained by hypothesis quality. Losing tests aren't failures; they're paid learnings about what doesn't work and why.

Should we use Bayesian or frequentist statistical methods?+

Both have merits. Bayesian is more intuitive for stakeholders ('there's a 95% probability variant B wins by 3-7%') and handles peeking better. Frequentist (classical p-values) is more familiar and well-suited to traditional A/B/n. We use both depending on context — what matters most is pre-registering analysis methods before the test runs.

Can you guarantee a conversion rate lift?+

No — and anyone who does isn't doing real CRO. We can guarantee process discipline, statistical rigour, and learnings from every test. Outcomes depend on what's testable on your site, where the current conversion rate sits relative to what's achievable, and traffic levels. Programmes consistently deliver 15-40% cumulative conversion lift across 6-12 months when run properly.

Do you test design changes, copy changes, or both?+

Both, plus structural and flow changes — which often produce the biggest lifts. The discipline isn't 'change the button colour' — it's identifying the specific friction or decision moment that's costing conversions, then designing the test that isolates that variable. Copy, design, layout, and flow are all valid axes to test.

Will tests affect SEO?+

Generally no, when implemented correctly with proper canonicalisation and noindex on variant pages where appropriate. Server-side testing (e.g., LaunchDarkly + custom rendering) carries more SEO risk than client-side testing tools. We design tests to be SEO-safe and avoid cloaking-pattern flags.

// LIVE · Senior specialist standing by

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