Conversion rate optimization
Get more from the traffic you already have
The visitors you need may already be on your site. Converting more of them is usually faster and less expensive than buying more traffic. I find the pages and steps where people drop off, fix the friction there, and report what each change added to demos, trials or purchases.
What’s included
Each engagement draws on these pieces, matched to what your data shows.
- Funnel and drop-off analysis: I map how visitors move from landing page to conversion and find the steps that lose the most of them.
- A/B and multivariate testing: I test changes against real visitor behavior and keep the ones that raise conversions.
- Landing page and form optimization: I tighten page layout, copy and form fields so more visitors finish what they start.
- Messaging and offer testing: I test headlines, value propositions and offers to learn which ones your buyers respond to.
- Heatmaps, session review, and user research: I watch how people use your pages and ask them directly, so every test starts from a specific reason visitors leave.
How I approach it
I start with the pages and steps that lose the most visitors, because that’s where a fix pays back fastest. I plan each test, build the variants and read the results myself, so you work directly with the person making the calls. Changes that raise conversions stay, and I report what each one added. On one B2B software engagement, funnel and conversion improvements lifted qualified pipeline 25%.
Who this is for
B2B software teams and DTC brands with steady traffic and no testing program yet. If you want more demos, trials or purchases from the visitors you already have, and your marketing team is lean, I run the testing from analysis through results.
Where I start
I start with your analytics and a review of how visitors move from landing page to conversion. That shows where the most visitors drop off. I rank each opportunity by what a fix is worth, then test the highest-value ones first, so early work goes where it can move your numbers most.
What you’ll see each month
One short report, in the same format every month. It covers what I tested, what won, what each win added to conversions and pipeline, and what’s next in the queue. Results tie back to your pipeline target, so you can see how testing contributes to it.
Platforms this runs on
Most of this runs on tools you may already own. Here is what the work needs and what I would pick if you are starting from scratch.
What you need
- Enough traffic to test: enough visits to reach a clear result in a reasonable time.
- Analytics: GA4 set up with your key conversions counted.
- A testing tool: to split traffic between page versions and measure each.
- A behavior tool: heatmaps and session recordings that show where visitors drop off.
What I recommend
- GA4 for funnel and drop-off analysis.
- VWO, Optimizely or Convert for A/B and multivariate testing.
- Microsoft Clarity, Hotjar or Crazy Egg for heatmaps and session recordings.
Questions I hear
How much traffic do I need to test?
Enough for a test to reach a clear result in a reasonable time. If your traffic is lower than that, I start with fixes that don’t need a test, such as forms, page speed and unclear offers. Testing comes in once your traffic can support it, and you get gains now plus a stronger base for it.
Will you redesign my site?
Only the pages the data points to. If a page converts well, I leave it as it is. If a full rebuild would pay off, I’ll tell you and show you the numbers behind it.
Do you run the tests yourself?
Yes. I plan each test, build the variants, read the results and give you a clear recommendation you can act on. You work with me directly, with no account managers in between.
Proof
Lifted qualified pipeline 25% for a B2B software company through funnel and conversion improvements.