CRO agency: more sales from the traffic you already have
Data-driven conversion optimisation, not opinions about the colour of the 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 bringing in more traffic?
CRO stands for Conversion Rate Optimisation: the work of getting a higher percentage of the people who already visit your website to end up doing what you need them to do, whether that is buying, requesting a quote or calling you.
Let me explain. Imagine a shop that a thousand people walk into 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 costs money every month; the second is paid for once and also improves the return on everything you do afterwards in organic search and in advertising.
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That is why I would recommend starting here once you already have traffic. Raising conversion from 1% to 1.5% sounds like very little, yet 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 give a reliable result. We tell you when that is the case, and it often is.
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 by segment, and that is where the money is. The aggregate rate hides the fact that mobile converts at half the rate of desktop, that an entire country drops off at the payment step or that the traffic from a particular campaign never buys. Clearly, nothing can be decided on the overall figure.
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 every appearance of rigour.
CRO Agency
Stages of a CRO strategy
Before optimising anything you need to know what is happening, and that cannot be seen on a dashboard. We cross-reference quantitative analytics with session recordings and heatmaps to see where people hesitate, where they go back and at which form field they give up.
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The outcome is a prioritised inventory of friction points, not a list of opinions. Here are the three that come up most often on the sites we audit: forms that ask for information nobody needs yet, shipping costs that appear at the last step and product pages that do not answer the buyer’s obvious objection.
Next we define what counts as a conversion and how much each one is worth. Without that figure there is no way to prioritise: a 3% improvement in quote requests can be worth ten times more than a 20% increase in PDF downloads.
Every hypothesis is written with the same structure: what we think is happening, what data we are basing it on, what we are changing and what we expect to move. If it cannot be put that way, it is a hunch and it does not go into the plan.
Testing is done with real traffic, and we wait until there is statistical significance, not until the chart looks good on day three. I would recommend distrusting any report that declares a test the winner within 48 hours.
And finally, the uncomfortable part: most tests do not win. That is normal, and it is information. A test that does not move the needle rules out a hypothesis and stops you investing in redoing something that was not the problem. We still publish them in the report.
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What does your business gain from a CRO strategy?
Basically, more results without increasing the acquisition bill. Four effects, and the last one is the one almost nobody mentions:
- 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 improves the performance of your advertising and your organic work at the same time. It is the only lever that multiplies all the others.
- Less friction for the user. What gets fixed 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 competitors for the same click and still make money. That is where CRO becomes a competitive advantage.
We start with an analysis of your specific case to see whether there is enough volume and where the friction lies. If the diagnosis shows that your problem is not conversion but traffic or your offering, we will tell you and suggest something else. You can see the full picture in 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 a month any result is going to be noise.
If you do not reach that threshold, CRO is still useful but in a different way: instead of testing, you fix the obvious problems that show up in the session recordings. That works with any volume.
What should I measure as a conversion?
What genuinely drives your business, not what 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 submitted form. I have seen projects celebrate a 40% increase in forms 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 help you see where things break, but they are not the objective.
How does CRO differ from UX?
UX designs the experience; CRO puts it to the test 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 one. 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, which is where everything starts and where the real problem usually lies. Enough traffic and conversion volume. And a prior agreement on what counts as success, so that nobody moves the goalposts halfway through the match.
If you have doubts about the first point, start with analytics. Without good data, CRO is running tests blindfolded with a great deal of ceremony.
What is an A/B test?
It involves showing two versions of the same page to equal shares of the traffic and seeing which one converts better.
It is the most honest tool there is 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 thing per test, or 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 one 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. That is why, in most Spanish projects, the honest recommendation is sequential A/B tests, leaving multivariate testing for sites with very high volume.
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