COBOXConversion optimisation and product growth based on evidence, not opinions.
More traffic is expensive. Fixing where people drop out is usually cheaper. We find the friction in your funnel, test the fixes and measure what actually moved.
Why optimise conversion before buying more traffic
If one in fifty visitors enquires, improving that to one in forty has the same effect as increasing traffic by a quarter, without paying for the extra visits. Conversion work compounds: each fixed step benefits every future visitor and every campaign you run.
It also exposes problems that traffic hides. A confusing pricing page, a slow form or a broken mobile checkout costs you customers every day and rarely shows up in a standard report.
Funnel analysis: finding where people drop out
We start by defining the funnel for your product, for example visit, sign-up, activation, purchase and repeat purchase. Analytics events are checked for accuracy first, because bad tracking leads to confident wrong conclusions.
Then we look at each step by device, source and user type, and combine the numbers with qualitative evidence such as session recordings, form-field analysis and customer feedback. The numbers show where users leave; the qualitative data suggests why. This is the same kind of decision-focused reporting described in analytics dashboards.
Onboarding and checkout friction
Two places consistently leak value. In onboarding, new users who do not reach their first useful outcome rarely return, so we shorten the path to it by removing optional fields, clarifying the next step and showing progress.
At checkout or enquiry, friction comes in many small forms:
- Forced account creation before purchase
- Unexpected costs, delivery charges or taxes revealed late
- Long forms and unclear error messages
- Missing payment methods customers prefer
- Slow pages and poor mobile layouts
- Weak trust signals around security and returns
Experiment planning and measuring results
Each idea becomes a testable hypothesis with a single primary metric, an expected effect and a reasonable test duration. We prioritise by likely impact, confidence and effort, run one clear change at a time and decide in advance what result would count as a win.
With low-traffic sites, formal split tests may take too long to reach a reliable result. In that case we use before-and-after comparisons with sensible caution, usability testing and staged rollouts, and say plainly how certain the result is.
Connecting conversion work to the product
Sustainable growth needs the product and the funnel to improve together. Findings feed back into the roadmap of your digital product, and lead flow improvements pair with marketing automation and lead management so the extra conversions are handled well.
A simple experiment plan
| Element | What to define | Example |
|---|---|---|
| Hypothesis | What change, for whom, and why | Shorter sign-up form will raise completions on mobile |
| Primary metric | One measure of success | Sign-up completion rate |
| Baseline | Current performance | Measured over the previous full weeks |
| Duration | Long enough for a reliable read | Set before the test starts |
| Decision rule | What counts as a win | Agreed threshold, decided in advance |
Frequently asked questions
What is conversion optimisation?
It is the process of increasing the percentage of visitors or users who take a valuable action, such as buying, enquiring or activating, by finding and fixing the points where they drop out.
How long does it take to see results?
Obvious fixes such as broken forms can show improvement quickly. Tested changes need enough traffic and time to be reliable, typically some weeks per experiment. We set expectations during planning.
What if our site has low traffic?
Formal A/B tests may take too long. We then rely on funnel analysis, usability testing, before-and-after comparisons and staged rollouts, and we are clear about how confident the findings are.
Do you guarantee a conversion increase?
No honest provider can. What we commit to is a rigorous process: accurate tracking, evidence-based hypotheses, controlled tests and transparent reporting of what worked and what didn’t.
What do you need from us to start?
Access to your analytics, any session or funnel data, and a clear definition of what counts as a conversion for your business. We check tracking quality first.
Ready to find where your funnel leaks?
Share your product and goals, and we’ll outline a measurement and testing plan.
Plan My Growth Work