Expertise
CRO: turning traffic into results, not just visits
A significant share of the projects I manage are e-commerce sites or sites with a strong conversion logic: checkout funnel redesigns, product pages, lead generation flows. CRO isn't a side topic I handle separately from delivery, it's part of it: a funnel that converts poorly is as much a scoping problem as a marketing one.
My approach
- Funnel audit: identifying friction points, from landing on the product page to order confirmation
- Prioritisation by impact and effort, not intuition: fixing what actually blocks conversion before what merely looks important
- A/B test design with an explicit hypothesis, never a cosmetic change shipped without measurement
- Integration into product scoping upstream, so CRO isn't treated as a correction after launch
Tool for conversion
Homepage Comparator
Compare your homepage to two competitors' on SEO, UX and CRO criteria specific to a homepage: value proposition clarity, CTA, navigation, trust signals.
Product Page Comparator
Compare a product page to two competitors' on SEO, UX and CRO criteria specific to e-commerce: visible pricing, CTA, trust signals, structured Product/Offer data.
Category Page Comparator
Compare a category or listing page to two competitors' on SEO, UX and CRO criteria specific to browsing a catalog: navigation, filters, pricing, readability.
Sign-up/Booking Landing Page Comparator
Compare a sign-up or booking landing page to two competitors' on SEO, UX and CRO criteria specific to this page type: form length, CTA, minimal navigation.
Lead Magnet Landing Page Comparator
Compare a lead magnet landing page to two competitors' on SEO, UX and CRO criteria specific to trading an email for content: minimal form, CTA, no distractions.
Pricing Page Comparator
Compare your pricing page to two competitors' on SEO, UX and CRO criteria specific to pricing: price clarity, CTA, trust signals, plan readability.
Checkout Flow Comparator
Compare one step of your checkout flow to two competitors' on SEO, UX and CRO criteria specific to checkout: trust signals, HTTPS, minimized distractions, form length.
Frequently asked questions
What is CRO (Conversion Rate Optimisation)?
CRO covers the methods used to increase the share of visitors who complete the expected action on a site (purchase, form, contact request), without necessarily increasing traffic. It relies on analysing actual user behaviour, prioritising friction points, and running controlled tests before rolling out a change.
CRO vs UX: what's the difference?
UX aims for a broadly satisfying experience; CRO targets conversion toward one specific action. The two overlap often but not always: a pleasant interface isn't automatically the one that converts best, and vice versa. CRO is measured: test, data, decision, not an opinion about what looks good.
Does CRO require high traffic volume?
A statistically reliable A/B test needs a minimum volume, but CRO isn't limited to A/B testing. A funnel audit based on direct observation (session replay, heatmaps, manually walking through the purchase journey) already identifies a large share of friction points, regardless of traffic volume.