A CRO Agency That Makes Your Existing Traffic Worth More
Doubling traffic doubles your costs. Doubling conversion rate doubles your revenue from the same spend. We find where visitors give up, fix it, and prove the change worked rather than claiming it did.
- Free conversion teardown of one page
- Research before any change
- Results measured against a real baseline
What does conversion rate optimization actually involve?
Finding out why visitors do not act, then removing those reasons. Research through analytics, recordings and customer feedback, then changes to offers, pages, forms and speed, tested where traffic allows and measured either way.
The economics are the easiest part of this to explain. If a site gets ten thousand visitors and converts at one percent, that is a hundred enquiries. Getting to two percent produces two hundred, from the same traffic and the same ad spend. There is no channel where the second hundred would have been that cheap.
The hard part is knowing what to change. Most conversion advice is generic: shorten your forms, add urgency, use social proof. Sometimes those help. Often the real problem is specific to your business, like a price that is not shown so people assume the worst, or a service area that is not stated so half your visitors are not sure you cover them.
That is why research comes first. Session recordings show where people hesitate. Form analytics show which field loses them. Your own sales team knows the objection they answer on every call. Those three sources will produce a better test list than any checklist of best practices.
- Research first, so changes address real friction rather than assumptions
- Offer and message work, which usually outperforms interface tweaks
- Form, speed and mobile fixes that need no test to justify
- A/B testing where traffic is high enough to prove the result
What is included in a CRO engagement?
Analytics and behaviour research, customer and sales input, a prioritised hypothesis backlog, page and form changes, structured testing where traffic supports it, and reporting against a recorded baseline.
Where traffic is too low for statistical testing, we still measure. The method changes, the discipline does not.
Research
- Conversion funnel analysis by page, device and source
- Session recordings and heatmaps on the pages that matter
- Form analytics showing exactly which field loses people
- Sales team interviews on the objections they hear repeatedly
- Customer survey or exit intent research where useful
- Technical checks on speed, mobile and broken states
Changes
- Offer and message work, which usually moves the most
- Form redesign: fewer fields, better order, clearer labels
- Proof placement next to the point of doubt
- Pricing transparency where hiding it is costing enquiries
- Mobile specific fixes, since most traffic arrives there
- Speed improvements that reduce abandonment before the page renders
Proof
- Baseline recorded before anything changes
- A/B tests run to a calculated sample size where traffic allows
- Before and after measurement over matched periods where it does not
- Segment analysis on mobile against desktop
- Losses documented as clearly as wins
- A running record of everything learned about your customers
How does a CRO programme run?
A repeating cycle: research, prioritise, change, measure, learn. The first cycle takes about six weeks. After that each one is shorter because the research base already exists.
- Week 1 to 3
Baseline and research
Current conversion rates recorded by page, device and source, then recordings, form data and sales input gathered. Nothing changes yet, because changing before measuring makes the result unprovable.
- Week 3
Prioritise
Hypotheses ranked by expected impact against effort and confidence. High traffic pages with obvious friction always go first, because they produce answers fastest.
- Week 4 to 8
Change and test
Built, launched and left to run for the calculated period. Some changes are obvious enough that testing is a waste of traffic, and we implement those directly rather than pretending everything needs an experiment.
- Ongoing
Measure and repeat
Results analysed, winners kept, losses documented, and the research base updated. Each cycle starts better informed than the last.
What conversion rate should my website have?
It varies enormously by industry, traffic source and offer. Across Canadian service businesses, one to three percent is common for organic traffic and higher for well targeted paid traffic landing on a focused page.
Benchmarks are useful for spotting something broken, not as a target. What matters is whether this month beats last month on the same traffic mix.
| Business type | Typical site wide rate | Good landing page rate | Biggest lever |
|---|---|---|---|
| Home and trade services | 2% to 5% | 6% to 15% | Phone prominence and service area clarity |
| Professional services | 1% to 3% | 3% to 8% | Credibility and a lower friction first step |
| Clinics and health | 2% to 5% | 5% to 12% | Booking simplicity |
| B2B | 0.5% to 2% | 2% to 6% | Offer relevance and proof |
| Ecommerce | 1% to 3% | Not applicable | Checkout friction and shipping clarity |
Rates are for the primary conversion action. Sites counting newsletter signups alongside enquiries will show much higher numbers that mean much less.
Is CRO better value than buying more traffic?
Usually, once you have traffic to work with. Conversion improvements apply to every visitor you will ever get, including the ones you already paid for. Traffic increases only apply to what you buy next month.
| Comparison point | Conversion work | Buying more traffic |
|---|---|---|
| Applies to | Every visitor, including all future ones | Only the additional visitors purchased |
| Ongoing cost | None once implemented | Continues every month you want the traffic |
| Effect on paid channels | Lowers cost per lead across all of them | No effect on efficiency |
| Speed | Weeks to implement, longer to prove | Immediate |
| Requirement | Needs existing traffic to work with | Works from zero |
| When each fits | When traffic is decent and enquiries are not | When almost nobody is arriving yet |
If you have very little traffic, conversion work is premature and we will tell you to spend on acquisition first.
Which businesses get the most from conversion work?
Anyone already paying for traffic that converts below what the category manages. The more you spend on acquisition, the more each point of conversion rate is worth to you.
Businesses spending on ads
Every point of conversion rate gained lowers cost per lead permanently. This is where conversion work pays back fastest and most visibly.
Traffic arrives, enquiries do not
The classic case. Rankings are fine, sessions are healthy, the phone does not ring. Buying more traffic here just buys more of the same problem.
Ecommerce with cart abandonment
Checkout friction, unclear shipping and slow mobile pages are measurable and fixable, and the gain applies to every future order.
Before committing to a redesign
Testing changes on the current site reveals what is actually working, so a rebuild preserves it rather than discarding it by accident.
Businesses hiding their pricing
One of the most common and most expensive choices on Canadian service sites. Visitors assume the worst and leave, and it is measurable within weeks.
Not yet worth it if
You have very little traffic. Conversion work needs visitors to work with, so acquisition comes first and we will say so rather than take the project.
How is CRO work priced and reported?
As a fixed price research and fix project, or as a monthly programme where testing runs continuously. Reporting is always against a recorded baseline rather than against a claim.
An agency claiming every change improved conversion is not measuring honestly. Roughly a third of tested changes win, a third do nothing and a third do harm, and knowing which is which is the entire value of doing it properly.
- Baseline before any change
- Recorded
- Weeks per full cycle
- 4 to 6
- Tests produce a clear winner
- ~1 in 3
- Wins and losses both
- Documented
Conversion optimization questions
The free teardown walks one page as a visitor would, on a phone, and names the friction we can see.
Ask us directlyHow much traffic do I need for CRO to work?
For statistical testing, roughly a hundred conversions a month on the page in question. Below that, research led changes still work well, they just have to be measured over longer periods and judged with more caution rather than declared as test wins.
How long before I see results?
Speed and form fixes often show within two to four weeks. Tested changes take four to eight weeks per cycle to run and validate. A programme usually produces a meaningful cumulative improvement somewhere between month three and month six.
What is the single biggest conversion killer?
On most Canadian service sites, unclear or hidden pricing followed by forms that ask too much too early. Both make the visitor assume the worst, and both are cheap to fix. Speed on mobile is a close third, especially for paid traffic.
Do I need to redesign my whole site?
Almost never. Full redesigns are expensive and frequently reduce conversion because they change fifty things at once with no way to tell which helped. Targeted changes on the pages that carry traffic produce more per dollar in nearly every case we have measured.
Can you work on Shopify or WordPress?
Yes, and both are common. Platform matters less than access. What we need is the ability to change pages, add analytics tooling and run tests. Where a platform genuinely limits one of those, we say so before quoting.
How do you know a change actually worked?
By recording the baseline first and comparing like with like. Where traffic supports an A/B test, that is the cleanest answer. Where it does not, we compare matched periods and account for seasonality and traffic mix rather than declaring victory on a good month.
Services that work well alongside this one
- A/B TestingThe experiment discipline behind the changes.
- Optimized Landing PagesPurpose built pages for paid traffic.
- Website OptimizationThe speed and technical side of conversion.
- UI/UX WireframingRedesigning flows where the structure is the problem.
- PPC AgencyWhere better conversion lowers cost per lead immediately.
- Lead Generation & ConversionThe whole path from traffic to closed sale.
Find out why your visitors are not becoming enquiries
Send us the page that should be converting and is not. We will walk it as a customer would, on a phone, and come back with the friction we can see and the three changes most likely to fix it. No charge.