Conversion rate optimisation is the highest-leverage activity in performance marketing. Doubling your conversion rate is mathematically equivalent to halving your CPA — without spending an extra pound on media.
The CRO Mindset Shift
Every test should start with a hypothesis grounded in data: "We believe that [change] will result in [outcome] because [evidence from data/research]."
The Four-Phase CRO Process
Phase 1: Qualitative Research
Session recordings, heatmaps, user surveys, customer interviews, sales call recordings — understand why people aren't converting.
Phase 2: Quantitative Analysis
Pair qualitative research with data from GA4 and your CRM. Use the ICE framework (Impact, Confidence, Ease) to prioritize.
Phase 3: Hypothesis & Test Design
One variable changed, clear success metric, minimum detectable effect, sample size calculation, minimum 2 business cycles.
Phase 4: Analysis & Iteration
95% statistical significance threshold. Implement winners, document learnings from losers, extend inconclusive tests.
High-Impact Test Categories
Hero Section (highest impact), Social Proof Placement, Form Optimisation, CTA Design, Page Speed.
The 89% CVR Lift: How We Did It
For one e-commerce client, we achieved 89% CVR improvement over 8 months: moved reviews above description (+31%), added urgency indicator (+18%), simplified checkout (+22%), video social proof (+11%), mobile checkout optimization (+7%), source-specific landing pages (+15%).