CRO — Conversion Rate Optimization
We remove friction from the funnel and grow revenue: behavior analytics, heat maps and session recordings, UX audit, form analytics, surveys, speed CWV*, experiments A/B* and dashboards. No guesswork, only validated hypotheses.
Request an audit and test planWhy CRO business?
Traffic is getting more expensive, and conversion often leaks through forms, mobile speed, and small UX details. We build a cycle: research -> hypothesis prioritization -> experiments -> implementation -> impact control for revenue and NPS.
Business effects
- +10-35% to CR target actions (lead/purchase/activation).
- 12-28% to CPL/CPA due to better conversion and traffic quality.
- Growth of AOV and repeat purchases through the upsale/cross-selling.
Tools and techniques
Close the entire CRO cycle, from diagnostics to a sustainable experimentation process.
Behavioral analytics
- Funnels* and paths: drop-offs by steps, clusters by devices/sources.
- Heat maps*: clicks, scrolling, attention cards by blocks and devices.
- Session recordings*: bugs, blind spots, rage clicks, dead clicks.
Forms and checkout
- Form-analysis*: field time, errors, overflows, tab order.
- Micro-validation, masks and tips, saving progress, guest checkout.
- Payment optimization: methods, autocomplete, wallets, 3-DS UX.
Speed and stability
- Core Web Vitals*: LCP/INP/CLS, blocking resources, lazy-load, cache and CDN.
- Bandling/minification, critical CSS, font/image optimization.
- Error monitoring: JS, 4xx/5xx, third script drops.
Voice of the user
- Polls* On/After Purchase: Barriers, Expectations, NPS/CSAT
- Recruitment and usability tests*: scenarios, critical tasks, time-to-task.
- Map of objections and content patterns (FAQ, benefits, evidence).
Experiments
- A/B tests*: goals, capacities, stratification by device/source.
- Guardrails: Abandoning winners with rising returns/decreases of AOVs.
- Post-test analysis: segment effects, impact on LTV/retention.
Data and dashboards
- The dictionary of metrics is CR/CTR/AOV/checkout-completion, errors and speed.
- Dashboards (marketing/product/SEO), drop-addicts and “breaking” releases.
- CSV/JSON unloading for BI/CRM, UTM-linking of creatives and landings.
Typical stack
How We Work (CRO-Cycle)
(1) Diagnostics
Tracking audit, funnel and path map, basic CWV/errors, “quick wins.”
(2) Research
Heat maps/records, form analytics, surveys and usability sessions, a list of barriers.
(3) Hypothesis backlog
ICE/PIE prioritization, design layouts, tech evaluation, success criteria and risks.
(4) Experiments
Deployment of tests, traffic control and duration, guardrails, interim checks.
(5) Implementation and monitoring
Catalog of winners, releases, post-analysis, retrospective, replenishment of the backlog.
What do you get?
Artifacts and settings
- Map of funnels and paths, checklist of tracking, events and goals.
- A set of heat maps, session queues, form analytics, and error reports.
- Backlog of hypotheses (ICE/PIE), layouts, TK and test plan.
Experiments and dashboards
- A/B tests with protocols and results.
- Dashboards CR/AOV/CWV/NPS and drop alerts.
- Catalogue of “quick victories” and implementation procedures.
Examples of KPI
- E-commerce: CR in addition, checkout-completion, AOV, returns.
- SaaS: signup→activation, D1/D7 retention, PQL→SQL, ARPPU.
- LeadGen: lead-form CR, lead→deal, CPL/CPA, first-answer speed.
Support
- Weekly Insights and Work Plan.
- Design/design options, QA, canary releases.
- Documentation of metrics and tracking, team training.
Cases
E-commerce (fashion): form and speed
Reduced form fields (-37%), added Apple/Google Pay, optimized LCP 3.2→1.9s. the result: checkout-completion +21%, AOV +7%.
SaaS: First screen and activation
Repackaged the first screen (value → proofs → CTA), removed the “friction” of registration, added the checklist Onboarding.
LeadGen B2B: Trust and Evidence
The Why Believe block + cases/certificates, online FAQ in form, SLA callback 15 minutes, total: CR form +28%, junk lead share -22%.
Checklists and quality control
Before the tests
- Events/goals are set up, conversions are duplicated by S2S for key actions.
- Segments (mob/desk/sources), bot filters and captchas have been checked.
- The hypothesis has the expected effect, success metrics and guardrails.
Design of variations
- You can see the value on the first screen, the CTA is visible above the fold.
- The form is minimal, errors are explained next to the field.
- Evidence: figures/cases/feedbacks/certificates/comparisons.
Speed and stability
- LCP below 2.5s, INP below 200ms, CLS below 0.1 at the 75th percentile.
- There are no blocking scripts/fonts, the images are adaptive and compressed.
- Error and fall logs of third scripts, feature flags, canary releases.
Analysis and implementation
- Statutability/power, duration ≥ one full cycle.
- Segment Effects: Devices/sources/geo/new vs. repeat.
- Winners catalog, release plan and post-monitoring.
| Signal. | Threshold | Action. |
|---|---|---|
| The fall of the CR funnel | -15% to median of 7 days | Check releases/tracking, turn on records, roll back problem step |
| LCP/INP/CLS | above target 20%+ | Resource optimization, critical CSS, JS/widget stores offloading |
| Mistakes in form | >5% users | Rewrite validations/hints, masks, auto-entry format |
| Rage-clicks | >2% sessions | Checking clickability / hovers, remove the "dead" zones |
FAQ
How long does the base launch of CRO last?
Usually 2-4 weeks: tracking/speed audit → research → backlog of hypotheses → first A/B tests → releases of “quick wins”.
If there is little traffic, how can I test it?
Cluster tests (pages/region/account), Bayesian approaches, sequential testing, prioritization of major effects.
Will it affect SEO/indexing?
We use server-side/edge options without blinking, correct canonicals and stable URLs.
How do you measure the effect on money?
CR × AOV × traffic; post-analysis by source/segment; control of returns/NPS and impact on LTV/retention.
Decoding of terms
- Core Web VitalsLCP/INP/CLS are key speed/UX metrics.
- A/B test: Comparison of control and variant to assess the impact of changes.
- Cranberry: a sequence of steps to the target action.
- Heat map: visualization of clicks/scrolls/attention.
- Session recordings: playback of user actions on the site.
- Form-analysis: field metrics (errors, time, throwing).
- Poll: a short questionnaire to identify barriers/motivations.
- usability test: monitoring the performance of tasks by real users.
- ICE/PIEImpact/Confidence/Effort; Potential/Importance/Ease models.
- GuardrailsSecurity metrics (AOV, returns, NPS) limiting risk.
Ready to turn traffic into money?
We'll diagnose, find conversion points, run A/B tests, and record quick wins, and help build a steady flow of CRO experiments.
Request an audit and test plan