What is CRO?
Data-driven conversion rate optimisation that turns more of your existing traffic into customers
You’re spending good money driving traffic to your website. But if visitors aren’t converting, you’re effectively paying to fill a leaking bucket. Adding more traffic won’t fix the problem - improving the experience will.
We take a methodical, evidence-based approach to conversion rate optimisation. Through a combination of analytics, user research, and structured testing, we identify what’s getting in the way of conversions on your site and systematically remove those barriers. The result is more leads, more sales, and better return on every pound you spend on acquisition.
How we work
From Insight to Impact
A typical CRO project will consist of the following phases:
Measurement & Iteration
We analyse test results, document learnings, and feed insights back into the next round of improvements. CRO is not a one-off project - it’s a continuous cycle of learning and refinement that compounds over time.
Testing & Implementation
We design and run A/B tests, multivariate tests, or direct implementations depending on the opportunity. Every test is set up with proper statistical rigour so you can trust the results and make decisions with confidence.
Hypothesis & Prioritisation
We develop specific, testable hypotheses based on what the data and research have told us. Each hypothesis is prioritised according to potential impact, confidence, and effort, so we always focus on the changes most likely to move the needle.
User Research & Insights
Numbers tell you what is happening. Research tells you why. We use heatmaps, session recordings, surveys, and usability testing to understand the motivations, hesitations, and frustrations your visitors experience.
Data & Analytics Review
We dig into your analytics to understand how visitors actually behave on your site - not how you assume they do. We review traffic sources, landing page performance, device breakdowns, and funnel completion rates to build a clear, quantified picture
Conversion & Tracking Audit
We carry out a thorough audit of your website, examining user flows, page performance, analytics setup and conversion paths. We identify where visitors are dropping off, where friction exists, and where the biggest opportunities for improvement sit.
Why CRO Matters
Most businesses pour the bulk of their digital budget into getting people to the website. Far fewer invest properly in what happens once those visitors arrive.
That’s a problem, because even a modest uplift in conversion rate can have a significant impact on revenue without any increase in media spend.
The maths is straightforward. If your site converts at 2% and you move that to 2.5%, you’ve just increased revenue by 25% from the same traffic. No extra ad spend. No new channels. Just a better experience for the people already showing up.
In a market where acquisition costs are rising and attention spans are shrinking, the businesses that win will be the ones making the most of every visit. CRO is how you do that.
When selecting and collaborating with an agency, three essential qualities come to mind: trust, expertise and transparency. All three I’ve experienced with Optix Solutions.
Since we started working together, the team have really taken the time to understand our business and goals and they consistently apply their strategic, data driven and creative minds into everything they do. They genuinely feel like an extension of my marketing team. And the bonus, they’re just wonderful people, who support the work I’m doing, provide constructive challenge when appropriate and are just a joy to work with.