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Growth · Service 03 / 12

CRO — conversion optimisation

Conversion rate optimisation is the work of getting more sales or enquiries from the visitors you already have. INDOLES does not buy new traffic; it finds where the people already arriving give up, and fixes those points one by one.

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Platforms and tools we work with
  • İKAS
  • Ticimax
  • İdeaSoft
  • Shopify
  • WooCommerce
  • WordPress
  • Google Analytics
  • Google Tag Manager
  • Hotjar
  • Microsoft Clarity
Diagram — CRO — conversion optimisation03/12
Sound familiar?

This service steps in when one of these is true.

  • Visitor numbers look fine but sales or enquiries do not follow.

  • Plenty of people add to cart or open the form; few finish.

  • No growth idea is left except raising the ad budget.

Scope

What it covers, and what it does not.

What's included

  • Drop-off analysis

    Where and at what rate visitors give up is measured; the three points losing the most are prioritised.

  • Session and heatmap review

    Real session recordings and click maps are reviewed. Behaviour tells what the numbers cannot.

  • Form and checkout audit

    On an e-commerce site conversion is often won here: unnecessary fields, vague error messages, forced sign-up and other completion blockers are listed one by one.

  • Test hypotheses

    Every fix idea becomes a measurable hypothesis: what are we changing, why, and what result do we expect?

  • Running A/B tests

    Tests are set up, held until enough data accrues, and the winning variant goes live. No early calls.

  • Mobile experience fixes

    If most traffic is mobile, conversion has to be won there; the mobile flow is handled separately.

  • Measurement validation

    Conversion definitions are checked. A wrongly configured measurement invalidates every test result outright.

What's not included

  • Buying traffic and managing ads — covered by performance marketing
  • A full redesign project — covered by the UI/UX design service
  • Server and site speed infrastructure work — covered by technology and infrastructure
  • Product photography and content production
How we work

Four steps, each leaving something in your hands.

  1. 01

    Finding the leaks

    Analytics, session recordings and heatmaps are read together. Where visitors give up is established with numbers.

    You get

    A list of drop-off points with the estimated loss at each.

  2. 02

    Prioritising hypotheses

    Ideas are ranked by expected impact and effort. The easy and effective ones get tried first.

    You get

    A prioritised list of tests.

  3. 03

    Test and measure

    Each test runs until it has enough data. Winners go live, losers get recorded — both are learning.

    You get

    Test results and the changes taken live.

  4. 04

    Establishing the routine

    The testing habit moves to the in-house team. The aim is a running loop, not a one-off improvement.

    You get

    A testing calendar template and the routine handed over.

Deliverables

What you hold when the work is done.

Drop-off analysis report
Document
Where visitors give up and how much is lost at each step.
Test backlog
Document
Prioritised hypotheses, each with expected impact and effort noted.
Testing setup
System
A/B testing tool and validated conversion measurement, up and running.
Shipped fixes
System
Winning changes live on site, each with its result on record.
Results report
Document
Which test delivered, which did not — with what was learned.
Handover session
Training
The in-house team learns to set up, read and decide on tests.
Frequently asked

The questions asked most before deciding.

What does CRO mean?

CRO stands for conversion rate optimisation and describes the work of getting a larger share of existing visitors to buy or enquire. In this service INDOLES does not bring new visitors; it measures which step people abandon and fixes that step. Traffic stays the same while sales go up.

How much traffic do we need?

For an A/B test to give a reliable answer you usually need a few thousand visitors a month and steady conversions. On sites below that, INDOLES takes the audit route instead of testing: obvious blockers in forms, checkout and the mobile flow get fixed without waiting for data. Method follows traffic; the same prescription is not applied to everyone.

How long do test results take?

A single A/B test usually runs two to four weeks to give a reliable answer, depending on traffic and current conversion rate. Reading a test early misleads, because in a small sample chance looks like a real difference. INDOLES writes down the required duration and decision threshold for each test up front and does not comment before the result.

How much will our conversion rate improve?

Quoting an improvement figure up front would not be honest; the result depends on how large the current problems are and on traffic. Instead, INDOLES reports every test with its before-and-after measurement: which change moved the number by how much, and which did not. What is promised is the method, not a figure — no claims without measurement, and losing tests are not hidden.

Do we need to redesign the site?

Conversion optimisation does not require a redesign, and in most cases it is better that it does not. A redesign changes too much at once, which makes it impossible to measure what actually worked. INDOLES works step by step on the existing site; if the analysis does show a structural problem, a redesign is proposed separately, with its reasoning.

What is an A/B test and when do you run one?

An A/B test publishes two versions of the same page at once and measures which one converts better. INDOLES turns every test into a hypothesis first — what are we changing, why, and what result do we expect — then builds it. The test runs until it has enough data; the winning variant goes live and the losing one is recorded.

Is reducing cart abandonment part of this service?

Yes — cart abandonment analysis and checkout optimisation sit inside the scope. The form and checkout audit lists completion blockers one by one: unnecessary fields, vague error messages, forced sign-up. If most traffic is mobile, the mobile flow is handled separately, because that is where conversion has to be won.

What does heatmap analysis show?

A heatmap shows where visitors click and how far down the page they scroll — the behaviour that analytics numbers leave out. INDOLES reads it alongside real session recordings, because a click map on its own does not explain intent. The findings become the drop-off list and the estimated loss at each point.

Who from our side is involved, and how much of their time?

One technical person who can grant access to the site and the measurement tools, plus one decision-maker on the business side. The technical person is needed at setup and release; the decision-maker joins hypothesis prioritisation and the result calls. At the handover session the in-house team learns to set up, read and decide on tests.

When is conversion optimisation the wrong choice?

If the site barely gets visitors, the order is wrong — traffic comes first, and that sits with performance marketing. If pages take seconds to load, the problem is infrastructure rather than persuasion, and speed work belongs to technology and infrastructure. If the product or the price has not found its market, a test answers the wrong question well.

What is left when the work ends, and who keeps testing?

You keep a working A/B testing setup, validated conversion measurement, a prioritised test backlog and a testing calendar template. The results report records which test delivered and which did not. After the handover session the in-house team runs the loop; the aim is a running routine, not a one-off improvement.

What is the difference between a CRO agency and conversion optimisation consulting?

A CRO agency typically sets up tests and delivers a report; conversion optimisation consulting takes on finding where the loss happens and fixing that point. INDOLES follows the second path: the measurement setup is repaired first, drop-off points are located through session recordings and heatmaps, and each fix is validated with an A/B test. The difference shows in what gets delivered — a measured conversion lift rather than a report.

Next

What the work produced

GYMWOLVES aimed to double sales in 3 months. We repaired the data flow, rebuilt the conversion funnel and fed the campaign with athlete-shot social proof. By the end of month three, sales were up 12×.

Sales
12×
In 3 months; on e-commerce sales and revenue data
Engagement
8×
The target was 2×
Session duration
3×
After product page improvements

Source GYMWOLVES — 12× sales in 3 months, sportswear.

The entry package for this service

Where do we start?

Three entry doors at three speeds. Pick the one that fits.

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