CRO agency: more sales from the traffic you already have
Data-driven conversion optimisation, not opinions about the colour of a button. We measure where your website is losing customers and fix it in order of impact.
Even More Difficult
What is CRO and why does it matter before driving more traffic?
CRO stands for Conversion Rate Optimisation: the work of getting a higher percentage of the people who already visit your website to do what you need them to do, whether that is buying, requesting a quote or picking up the phone.
Let me explain. Imagine a shop where a thousand people walk past every day and ten of them buy. You can spend your budget bringing in another thousand, or you can find out why nine hundred and ninety leave. The first option costs money every month; the second pays for itself once and also improves the return on everything you do afterwards in organic and paid.
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That is why I would recommend starting here once you already have traffic. Raising your conversion rate from 1% to 1.5% may sound small, but it means 50% more customers with the same acquisition bill.
That said, if your website gets a hundred visits a month, CRO is not your priority: there is not enough volume for any test to deliver a reliable result. We tell you when that is the case, and it happens often.
The conversion rate and how it is calculated
The formula is simple: conversions divided by visits, times one hundred. If you get 40 orders from 2,000 visits, your rate is 2%.
What almost nobody does is look at it in segments, and that is where the money is. The aggregate figure hides the fact that mobile converts at half the rate of desktop, that an entire country drops off at the payment step, or that traffic from a particular campaign never buys. You simply cannot make decisions from the overall number.
Why work on CRO with AMDT?
Because we work with verified data before touching the website. It is the same approach we apply in digital analytics: if the measurement is lying, any test you run afterwards will lead you to the wrong conclusion with all the appearance of rigour.
CRO Agency
Stages of a CRO strategy
Before we start optimising the website, it is essential to identify where the problems lie. What is working and what isn’t? Not enough traffic coming in? Do visitors come and leave immediately? Or maybe they are staying but not converting as expected? What is going on? We need to know at which stage of the conversion funnel things are going wrong.
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Our CRO agency will do an analysis of the website, the scenario and the specific sector of the brand to know where we are starting from. We can’t get anywhere without first knowing where we are. To determine this, it is necessary to take into account several factors: user experience, the information provided to visitors about our products or services, and the calls to action we make are all crucial in this phase.
To conduct the analytics in our CRO agency we use various tools such as Google Analytics or different heat mapping software such as Clarity or Hotjar. These tools provide us with information about where visitors click, how much they scroll, or which are the hot and cold spots of the website, among other things.
We can also use clickstream analysis, which will allow us to know the number of rejections on landing pages and the errors in the conversion funnel.
Now it is time to decide what we want to achieve with the conversions: Increase sales? Gain more subscribers to our newsletter?
You need SMART objectives that are well-defined, measurable, achievable and have a clear time limit. Otherwise, we will be aimless or waste time and money on something unrealistic that is beyond our means.
Formulating hypotheses or potential areas for improvement: How could we improve the performance of the website based on the previous objectives?
Now, in our CRO agency, we need to make decisions based on the data obtained from the analysis and the objectives that have been previously established.
This involves verifying the hypotheses we have formulated in the previous phase.
We will conduct A/B tests or multivariate tests depending on each type of website, choosing the most appropriate tools for this purpose and establishing clear deadlines for obtaining the results.
Once we have the results of the testing phase, we will develop conclusions in order to make the most appropriate decisions that will lead us to achieve the objectives set.
Even More Difficult
What does your business gain from a CRO strategy?
Essentially, more results without increasing your acquisition bill. Four effects, and the last one is the one almost nobody talks about:
- More conversions from the same traffic. The direct effect, and the only one you notice within weeks.
- Better return on everything else. Every conversion point you gain simultaneously improves the performance of your advertising and your organic work. It is the only lever that multiplies the rest.
- Less friction for the user. What you fix to sell more usually coincides with what was annoying the people who already wanted to buy from you.
- Lower acquisition cost. If you convert better, you can bid higher than your competitor for the same click and still make money. That is where CRO becomes a competitive advantage.
We begin with an analysis of your specific case to see whether there is sufficient volume and where the friction lies. If the diagnosis says that your problem is not conversion but traffic or your offering, we will tell you and suggest something else. You can view all our services.
CRO Agency
Frequently Asked Questions
When is the right time to start with CRO?
When you already have stable traffic and enough conversions for a test to mean something. As a practical rule, below roughly 200 conversions per month any result is going to be noise.
If you are not reaching that threshold, CRO is still useful but in a different way: instead of testing, you correct the obvious problems that emerge from session recordings. That works with any volume.
What should I measure as a conversion?
Whatever genuinely drives your business, not whatever is easy to count.
In e-commerce, the purchase and its value. In lead generation, the quote request that also turns out to be qualified — which is not the same as a form submitted. I have seen projects celebrate a 40% increase in form submissions that turned out to be entirely spam.
I would also suggest defining two or three micro-conversions for diagnostic purposes, such as reaching the basket or viewing the pricing page. They are useful for pinpointing where things break, but they are not the objective.
How does CRO differ from UX?
UX designs the experience; CRO puts it on trial with data and money at stake.
Without mixing apples and oranges: a good experience designer relies on principles and user research, and usually gets it right. CRO does not ask whether the proposal is good; it asks how much it sells compared with the previous version. You need both: UX proposes, CRO decides with the evidence in front of it.
What is needed before starting?
Three things, and the first is non-negotiable.
Reliable measurement — that is where everything starts and where the real problem usually lies. Sufficient volume of traffic and conversions. And a prior agreement on what counts as success, so that nobody moves the goalposts halfway through.
If you have doubts about the first point, start with analytics. Without good data, CRO is running tests blindly with a great deal of ceremony.
What is an A/B test?
It involves showing two versions of the same page to equal portions of traffic and seeing which one converts better.
It is the most honest tool in digital marketing, because it admits no argument: the one that sells more wins. That said, it requires patience and volume. I would recommend changing only one meaningful element per test, otherwise you will not know what to attribute the difference to.
What is a multivariate test?
It is a test that tries several combinations of several elements at once, to see not only which wins but how they interact with each other.
It sounds better than an A/B test and in practice it very rarely is: it needs far more traffic to reach a reliable conclusion. For that reason, in the majority of projects the honest recommendation is sequential A/B tests, reserving multivariate for sites with very high volume.
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