CRO · Conversion optimisation

Conversion optimisation that raises sales - without increasing the ad budget

CRO · Conversion optimisation

CRO audits, A/B tests and data-driven UX optimisation. We work where you already have traffic but conversion is not growing - and we know exactly why.

Introduction

What conversion optimisation (CRO) is

Instead of pumping more ad budget into acquiring more traffic, it is better to get more out of the traffic you already have.

CRO (Conversion Rate Optimization) is the systematic increase in the percentage of visitors who take the action you want: a purchase, a form submission, a demo signup, a booking. It is built on data, A/B tests and qualitative research - not on a designer's opinion or on 'I think this will work better'.

Unlike UX (designing the experience) and SEO (acquiring traffic), CRO works on the same traffic you already have, and measures what genuinely raises sales. It is often the cheapest growth channel - because it needs no extra media budget.

When CRO makes the most sense

You already have significant traffic, but conversion is not growing along with the ad budget
You are paying more and more to acquire a customer (CAC) and are looking for efficiency gains
The store has abandoned baskets, forms are only partly completed, users disappear before converting
You are redesigning the site and want the decision based on data rather than on taste

When CRO is NOT the priority

The site has very little traffic - SEO, Google Ads and Meta Ads first, CRO afterwards
Basic measurement is missing - without GA4, GTM and event mapping, CRO comes down to guesswork
The product or offer does not fit the market - no interface optimisation will fix a poor fit

What it covers

What you get when you work with Elige on CRO

Concrete deliverables, not vague 'advice'. You can take the full scope or individual elements.

CRO audit

A 30-50 page report with funnel analysis, identified bottlenecks, a list of hypotheses prioritised with ICE/PIE and mockups of the recommended changes. You can stop at the audit or move on to implementation.

Order a CRO audit

A/B and multivariate testing

Designing the hypotheses, setting up the test (VWO, Optimizely, Google Tag Manager), analysing the results with statistical significance and recommending what to roll out. We test everything from micro-elements (CTA, headline) to full layouts.

Let's talk about testing

Heatmaps and session recordings

Implementing Hotjar or Microsoft Clarity, segmenting sessions by traffic source, device and path. Analysis of the points where users get stuck. The qualitative findings feed the list of test hypotheses.

Let's set up qualitative measurement

Purchase path optimisation

Checkout, forms, basket, order completion. We remove unnecessary fields, add progress indicators, fix validation and adjust the payment methods. Usually the biggest quick wins in e-commerce.

Optimise the checkout

Conversion funnel analysis and repair

Mapping the full funnel in GA4 and Looker Studio, identifying drop-off points, segmenting by channel, device and customer type. A diagnosis of 'where the conversions disappear' before we start testing solutions.

Let's analyse the funnel

CRO on a retainer

Continuous optimisation: 1-3 A/B tests a month, regular funnel analysis, CRO dashboards, hypothesis reports. For companies that want to make CRO part of day-to-day marketing.

Let's start a retainer

Comparison

CRO, UX and SEO - what to choose and when

Three different disciplines that work best together. This table will help you decide where to start.

	CRO	UX	SEO
Cel	More conversions from existing traffic	A better, more usable experience	More organic traffic
Time to results	2-12 weeks (per test)	1-4 months (redesign)	3-12 months
Main KPIs	Conversion rate, AOV, CAC	Task success rate, NPS, time on task	Rankings, organic traffic, CTR
How decisions are made	Data plus A/B tests	User research plus heuristics	Google signals plus intent
When it is the priority	You have traffic but a low conversion rate	The site is unclear, a redesign is due	No organic traffic

CRO, UX and SEO are complementary, not competing. UX designs, SEO attracts, CRO measures and optimises the outcome. If you are planning a redesign, start with UX Design. If you lack traffic - start with SEO and search visibility. If you have traffic but conversion is flat - you are in the right place.

Process

The CRO process at Elige - 5 phases

A repeatable cycle: every phase has a clear deliverable and forms the basis for the next decision.

Diagnose

Funnel analysis in GA4, heatmaps, session recordings, a UX audit. We establish where conversions are lost. Deliverable: a diagnostic report.

Hypothesize

A list of hypotheses prioritised with ICE/PIE. Every hypothesis has a rationale, an expected effect and a method of measurement.

Test

Setting up A/B tests (VWO, Optimizely, GTM). Statistical control of sample size and duration. The test runs until it reaches significance.

Measure

Analysis of results at the level of the main KPI and by segment (source, device, customer type). The decision: roll out, iterate or reject.

Scale

Rolling the winning version out to 100% of traffic. Updating the documentation and the CRO dashboards. The next cycle starts from phase 02.

Who it is for

Who CRO services work for

CRO makes sense wherever there is traffic and measurable conversion. We most often work with four types of company.

E-commerce

Shopify, WooCommerce and custom stores. Abandoned baskets, low AOV, weak category conversion. We optimise the checkout, product pages and search.

B2B and lead generation

Service companies and SaaS selling leads. Poor enquiry quality, low form conversion, a long decision cycle. We optimise forms, paths and qualification.

SaaS and web applications

Low activation, low free-to-paid, churn in the first days. We optimise onboarding, the signup flow and the first interactions with the product.

Service websites

Companies with plenty of SEO or paid traffic but few enquiries. We optimise the landing page, how the offer is presented, contact forms and CTAs.

Tools

The CRO tools we work with

We choose the tools for the specific case - from enterprise A/B platforms to lightweight qualitative tools.

Hotjar Heatmaps, recordings, surveys

Microsoft Clarity Free heatmaps, session replay

VWO A/B testing and personalisation platform

Optimizely Enterprise testing platform

Google Tag Manager Deploying tests without code

GA4 Funnel and conversion mapping

Looker Studio CRO dashboards and reporting

Mixpanel Product analytics

Engagement models

How much conversion optimisation costs

Three pricing models matched to the maturity of your company and the goal of the engagement.

One-off audit

from a few thousand złoty

An analytical and qualitative audit
A list of ICE/PIE hypotheses
Mockups of the recommended changes
An A/B test plan for 3-6 months

Order an audit

The most common questions about CRO

CRO (Conversion Rate Optimization) is the systematic increase in the percentage of visitors who take a desired action - a purchase, a form, a demo. UX is the design of the user experience (research, information architecture, wireframes). CRO uses UX as one of its tools, but it bases decisions on data and A/B tests rather than on a designer's opinion. UX answers the question 'how should this work'; CRO answers 'what actually raises sales'.

The first CRO audit delivers a list of hypotheses and quick wins in 2-4 weeks. The first A/B tests give statistically significant results in 2-6 weeks, depending on traffic and the size of the change. The full effect of a CRO programme (several test cycles plus implementations) shows after 3-6 months. CRO is a marathon, not a sprint - but every sprint delivers concrete results.

Classic A/B tests usually need at least 1,000-3,000 conversions per variant to reach statistical significance in a reasonable time. With less traffic we work differently: qualitative analysis (heatmaps, recordings, interviews), sequential before-and-after tests, a Bayesian approach to testing, or optimising the information architecture and UX without A/B. In low-volume B2B, CRO rests mainly on qualitative research and funnel analysis.

Yes. The CRO audit is a standalone service - you get a report with hypotheses, prioritisation (ICE/PIE), mockups of the recommended changes and a test plan. You can implement it with your own team or commission us later. Many clients start with the audit alone, to gauge the scale of the potential before deciding on further work.

We work in three models: a one-off CRO audit (from a few thousand złoty, depending on the size of the site), a four-week sprint with the tests implemented (usually PLN 15,000-30,000) and a monthly retainer for continuous optimisation (from a few thousand złoty a month). The return on CRO is usually quick - at 10,000 visits a month and a 2% conversion rate, an increase of 0.5 percentage points means 50 extra conversions a month with no increase in traffic spend.

That is a very valuable result - it confirms that the current solution works and tells us what not to change. From a learning point of view every test has value: 'failed' tests protect you from rash changes based on intuition. In a CRO programme roughly 30-40% of tests confirm the current version, 40-50% deliver an increase and 10-20% show a decline. All of them produce knowledge.

Both models are possible. We can run A/B tests through tools such as VWO, Optimizely or Google Tag Manager without touching the code - that is the fastest route. For deeper changes (checkout, site structure) we work with your development team: we provide the specification, the designs, the hypotheses and the test plan, and your developers implement them. We can also implement it ourselves if that is what you need.

With very low traffic (below a few thousand visits a month) the priority is usually to acquire traffic - SEO, Google Ads, Meta Ads. CRO makes sense once you have something to optimise. Even with low traffic, though, it is worth setting up correct measurement early (GA4, GTM, event mapping), qualitative analysis (heatmaps, recordings) and a basic information architecture - so that when traffic does start to grow, CRO has solid foundations.

Let's check the conversion potential of your site

Send us the URL of the page you want to optimise and briefly describe the business goal. Within 2 working days we will prepare a free mini-audit: 3-5 key areas to optimise and an initial assessment of the potential.

Clients served Poland and remotely

Email kontakt@elige.pl

Response time within 24 business hours