Fixing Low Conversion Efficiency with a Structured CRO Programme
The Problem
Although the company attracted solid levels of traffic through SEO and paid campaigns, the website’s conversion performance was inconsistent. There was no structured conversion rate optimisation (CRO) framework, meaning form friction, CTA placement, and landing page layouts weren’t tested or validated. This caused wasted traffic, reduced ROI from paid campaigns, and limited the efficiency of the sales funnel.
The Solution
One of our digital squads implemented a continuous CRO programme using A/B testing across forms, CTAs, headline variations, landing page layouts and user flows. Insights from heatmaps, behavioural analytics and funnel performance informed each experiment. Over time, the site evolved into a more intuitive, lower-friction journey that converted visitors more efficiently.
The Impact
- 3× increase in conversion efficiency
- Faster optimisation cycles through consistent experimentation
- Higher ROI from both paid and organic traffic sources
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