Conversion rate optimization

We’re a conversion rate optimization agency that starts with brand strategy

We look at your brand promise and the funnel that turns a visitor into a buyer, then test the pages where buyers drop off. Our senior team designs and manages the testing program and measures the tests by the revenue they bring in.

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We set your brand strategy before we test anything, so each test answers a specific question about your buyers.

1st

Brand strategy comes before any testing

100%

Senior-led, with no handoff to mid-level staff

35+

Years of brand strategy experience on our senior team

90 days

Minimum engagement, then month to month

Forbes

Featured in Forbes

What we do

Our CRO services cover your full funnel

On-page CRO

We test the headlines, layout, copy, and design choices on individual pages. Our team watches where buyers stall and finds what breaks their trust in your brand.

A/B testing

We set up controlled experiments that compare page variations against a baseline. Our tests check hypotheses tied to your brand strategy, and we skip the button-color guessing that many agencies sell as CRO.

Heat mapping

Heat maps show where visitors click and where they leave. We use that data to find dead zones and design tests for those parts of the page.

Buyer path mapping

We map how buyers move through your site from their first visit to a purchase and rebuild the steps where they drop off.

Funnel optimization

We analyze your funnel from the pages where visitors enter to the pages where they convert, then rebuild the stages that lose the most visitors.

Landing page optimization

We build and test standalone landing pages for specific campaigns or buyer groups. These pages lift conversions faster than a full site redesign.

Ecommerce CRO

We improve product pages and checkout flows for ecommerce brands to cut cart abandonment and raise average order value, which protects your margin on paid traffic.

Form and checkout testing

We remove friction from forms and redesign checkout flows at the points where visitors quit. Field-by-field testing shows which changes increase submissions.

The difference

Brand-led CRO fixes bigger problems

Many CRO firms test small changes, like a button color or a headline, and measure the lift. Those tests deliver a few percent here and there, but they skip the harder question of why your buyers aren’t converting in the first place.

Brand-led CRO starts with the promise your brand makes and what a buyer has to believe before acting on that promise. We look for the points where your site breaks the buyer’s trust and build the tests around those points. The hypotheses come from our brand strategy work.

You still get the small wins from testing, plus larger revenue gains from fixing the problems that stop buyers from converting.

The common failure

Most CRO programs stall for the same few reasons

The same patterns show up when companies bring us in to fix a stalled CRO program.

The tests target the wrong page elements. The last agency tested ten button colors and five headlines, and none of those tests moved conversion by more than 2%. Nobody fixed the friction buyers felt, like a confusing pricing page or a form that asks for information they don’t want to give.

The hypotheses also aren’t tied to a strategy. The agency tests whatever the testing tool recommends or whatever the team has time for that week, so the wins never add up to a change you can see in revenue.

The reporting then hides the problem. The agency reports test wins one at a time, like a 12% lift from a button color test, and never ties the wins to revenue. Companies end up paying for years of CRO without knowing whether the program paid off.

We fix these problems by building hypotheses around your brand strategy and tying the tests to revenue. Our reports show the dollar impact of a winning test next to its lift percentage.

If growth has flattened and you’re not sure CRO should come first, our free growth gap calculator sizes the problem before you spend a dollar on testing.

How we work

Our CRO process has four phases

1

Weeks 1 to 3

Discovery and audit

We audit your site, funnel, analytics, and brand promise, along with the path buyers take to a purchase. We find the friction points that cost you sales before we launch a single test.

2

Weeks 3 to 5

Hypothesis development

We write hypotheses tied to your brand strategy and your revenue goals. A hypothesis goes on the list only when it has a business reason behind it and a measurable outcome.

3

Ongoing

Testing and iteration

We test continuously from a prioritized list and roll out the winning versions. The losing versions teach us about your buyers, and the lessons from one round of tests shape the next round.

4

Monthly

Reporting and optimization

Our monthly reports tie test outcomes to revenue. We step back from the test list once a quarter to look for larger patterns and adjust the program around the tests that are working.

On-page CRO

We test the page elements that affect conversion

On-page CRO covers the changes we make directly on individual pages. We test the headlines, page layout, body copy, and design choices that visitors see first, because those elements decide whether a visitor trusts your business.

Our tests cover the headline and value proposition, page structure, the placement and wording of calls to action, form length, where reviews and testimonials appear, and the mobile layout. We also test page speed, since slow pages convert worse and Core Web Vitals affect search rankings.

Our on-page tests start with a hypothesis tied to your brand strategy or a friction point we found in the buying process. The changes build on each other over time, and the wins last after the tests end.

Our A/B tests follow strict statistical rules

A team can declare a false winner when an A/B test uses too few visitors or ends too early. Changes based on a false winner stop paying off once you roll them out to all of your traffic.

We set the statistical significance threshold before a test starts. Our team calculates sample size from your baseline conversion rate and the smallest lift worth detecting, and our tests last through full business cycles. We use holdout groups when we need to confirm that a win holds over time.

Heat maps and funnel maps show where buyers drop off

Heat maps and session recordings show how visitors behave on a page, including where they click and where they leave. A page can have a high bounce rate for ten reasons, and these recordings show which reason applies to your page.

Funnel mapping shows the full path a buyer takes through your site. A funnel that loses 70% of visitors at the pricing page tells you where to focus, and we rebuild that step based on your data.

For online stores

We improve conversion rates for online stores

Ecommerce CRO covers product pages, cart abandonment recovery, checkout redesigns, the placement of reviews and guarantees, mobile checkout paths, cross-sells and upsells, and subscription signups.

We work on Shopify, Shopify Plus, WooCommerce, BigCommerce, Magento, and custom builds, and our approach stays the same across platforms. We find what’s blocking the sale and test a fix, then keep the changes that raise your conversion rate.

On-page CRO raises the return on paid traffic for ecommerce brands. A higher conversion rate on the same traffic lowers your customer acquisition cost, which is where CRO produces its biggest return. That’s why we pair CRO with our PPC management.

The stack

We work with the CRO tools you already use

Our team works with the major CRO and analytics tools listed below.

Testing platforms
VWO, Optimizely, Convert, AB Tasty
Heat mapping and session recording
Hotjar, FullStory, Microsoft Clarity, Mouseflow
Analytics
Google Analytics 4, Google Search Console, server-side analytics, custom event tracking
Ecommerce
Shopify, Shopify Plus, WooCommerce, BigCommerce, Magento, custom builds
Site speed and Core Web Vitals
PageSpeed Insights, WebPageTest, Chrome User Experience Report data

We pick the tools that fit your current setup and traffic volume.

Pricing

CRO retainers start at $3,000 a month

From $3,000 / month

90-day minimum, then month to month

The 90-day minimum gives us time to finish discovery and launch the first round of tests.

You can judge our performance month by month once the 90-day minimum ends. Pricing depends on traffic volume, site complexity, whether you sell online or generate leads, and the size of the testing program. National programs cost more than local programs because the test cycles move faster and the revenue impact is larger.

Reporting

Our CRO reports tie test results to revenue

We send you a written report once a month and review it with you on a call. The report lists the tests we launched and which ones won or lost, along with the revenue impact of the winners. We step back once a quarter to see which types of tests win and how much revenue the CRO program produces.

Our reports focus on metrics tied to revenue, including conversion rate by segment, revenue per visitor, test win rate, average lift per winning test, and total revenue from CRO. Other metrics appear in the report as supporting data.

Questions

Clients ask us these CRO questions most often

These answers come from a brand agency that builds CRO on brand strategy. If your question isn’t here, book a free fit call for the fastest answer.

Cost and timeline

How long does CRO take to show results?
The first test wins usually come in 60 to 90 days, after enough traffic has gone through the first full round of tests. Conversion gains that build on each other take at least six months. Discovery and the audit take the first three weeks. Hypothesis work continues through week five, and testing starts in week four or five and keeps going for the life of the program. An agency that promises big conversion lifts in 30 days is testing on a tiny sample or declaring false winners on tests without enough traffic.
How much does CRO cost?
Our CRO retainers start at $3,000 a month with a 90-day minimum. National programs cost more than local programs because the test cycles move faster and more revenue is at stake. A low-budget CRO program usually tests the wrong page elements and produces no measurable lift.
What’s the return on investment from CRO?
CRO adds revenue from visitors you already have. A site that moves from a 2 percent to a 3 percent conversion rate earns 50 percent more revenue from the same traffic and ad spend. The gains add up fastest for ecommerce and lead generation sites with steady traffic.
How long should a CRO contract be?
Our CRO retainers go month to month after a 90-day minimum. The first 90 days give us time to finish discovery and launch the first round of tests. Tests need that time to reach statistical significance, and winning changes need time to roll out before we can measure their effect on revenue.
What happens if I stop CRO?
The winning changes you’ve already rolled out stay in place. New testing stops, so you stop getting new wins and new information about your buyers. CRO gains build over time as we learn more about what your audience responds to, and stopping the program resets that progress.

Process and methodology

What’s your CRO process?
Our CRO process has four phases. Discovery and the audit take weeks 1 to 3, and hypothesis development takes weeks 3 to 5. Testing starts in week 4 or 5 and continues from there, with monthly and quarterly reports along the way. The first two phases set up the program, and conversion gains start to build once testing begins.
How do you decide what to test first?
We rank each hypothesis by how much it could raise conversion and how strongly your data supports it, and we weigh how hard the test is to set up. The tests with the biggest likely gains and the simplest setup go first, so their early wins help pay for the rest of the program.
How often do you report on CRO progress?
We send you a written report once a month and review it with you on a call, and we hold a strategy session once a quarter. The monthly report lists the tests we launched and which ones won or lost, along with the revenue impact of the winners. The quarterly session looks at which types of tests win and where the next quarter’s hypotheses should focus.
What metrics matter for CRO?
We track conversion rate by segment, revenue per visitor, test win rate, average lift per winning test, and total revenue from CRO. Other metrics appear in the report as supporting data. Counts like total tests launched or total page changes say nothing about revenue, so we leave those counts out.

CRO fundamentals

What is conversion rate optimization (CRO)?
CRO is the practice of getting more of your current visitors to take the action you want, like buying a product, submitting a lead form, starting a trial, or anything else you count as a conversion. We study how visitors behave on your site to find where they get stuck. Then we test fixes and roll out the changes that win.
What’s the difference between CRO and UX?
User experience (UX) design shapes how people use a product or website from start to finish. CRO focuses on the actions that produce revenue, and we measure CRO against specific conversion goals. The two overlap a lot, and good UX work usually raises conversion rates as a side effect.
What’s the difference between CRO and SEO?
SEO brings people to your site through search, and CRO raises the share of those visitors who become customers. Most businesses need both, since traffic that doesn’t convert brings in little revenue. CRO also needs traffic, because tests take much longer to finish on a site with a small audience. If you’re not sure where you stand on SEO, our free SEO audit shows how Google sees your site.
What’s a good conversion rate?
A good conversion rate depends on your industry and the type of conversion you track, along with your traffic sources. Ecommerce sites average 2 to 3 percent, and business-to-business lead generation sites average 2 to 5 percent for form fills. Software trial signups fall between 5 and 15 percent. The best benchmark is your own past conversion rate, because a move from 2 to 3 percent brings in 50 percent more revenue from the same traffic, regardless of your industry average.
What conversions should I track?
Track the conversions that lead to revenue. Ecommerce sites should track purchases and checkout starts, along with add-to-cart clicks. For lead generation, track form submissions, phone calls, quote requests, and demo bookings, and for software, track trial signups and paid upgrades. Newsletter signups and page views only matter when they connect to revenue later, so track them as supporting data and keep them out of your main conversion goals.
How much traffic do I need for CRO to work?
You need enough traffic for tests to reach statistical significance in a reasonable amount of time. A/B testing works best with about 1,000 conversions a month on the page or funnel you’re testing, which takes 33,000 to 50,000 monthly visitors at a 2 to 3 percent conversion rate. Sites with less traffic can still use CRO, and their tests take longer. We focus those programs on bigger page changes, since large changes are easier to measure with less traffic.
What is statistical significance and why does it matter?
Statistical significance measures how confident you can be that the difference between two versions didn’t come from random chance. Many CRO programs use a 95 percent confidence level as the standard. A team that declares a winner before a test reaches that level risks rolling out a false winner whose lift disappears once the change goes live for all of your traffic. Declaring winners too early on tests with too little traffic is one of the most common reasons CRO programs underperform.
What is sample size in CRO testing?
Sample size is the number of visitors a test needs to reach statistical significance. The calculation uses your baseline conversion rate and the minimum detectable effect, which is the smallest lift you want the test to measure, along with your target confidence level. Tests with samples that are too small produce noisy data you can’t trust.

On-page CRO and testing

What does on-page CRO include?
On-page CRO covers the changes we make directly on individual pages to raise conversion. That includes headlines, value propositions, page structure, the placement and wording of calls to action, form length, reviews and testimonials, the mobile layout, and page speed. Slow pages convert worse, and Core Web Vitals affect search rankings. On-page changes add to the gains from funnel improvements and A/B testing.
Which page elements affect conversion the most?
The elements visitors see first have the biggest effect, because they decide whether a visitor understands your offer and trusts your business. Headlines should match what the visitor searched for, and your value proposition should make clear what you offer and who you serve. Put proof where buyers make decisions, like client logos from named companies and testimonials that describe specific outcomes. Case study figures should stay exact, with no rounding up for marketing. Match each call to action to how ready the buyer is to act, and ask only for the form fields you need at that step. Mobile layout deserves the same attention, since most traffic comes from phones and many sites still treat desktop as the default.
Should I test button colors and copy?
We test button copy and leave button colors for last. The words on a button tell visitors what happens next, so a Start free trial button and a Sign up button can convert at different rates. Color alone seldom changes conversion much, and CRO programs that focus on color tests usually haven’t done the strategy work to find what’s blocking conversion.
What is A/B testing?
A/B testing is a controlled experiment that splits traffic between your current page (the control) and one or more variations to measure which version converts better. The test continues until enough visitors have seen each version to reach statistical significance. We roll out the winning version to all of your traffic and study the losing versions for what they show about your buyers.
What’s the difference between A/B testing and multivariate testing?
An A/B test compares two or more complete versions of a page, and a multivariate test changes several elements at once to find the best combination. A/B tests reach significance faster and give clearer answers, so we use A/B tests by default. Multivariate testing makes sense on pages with very high traffic, because it needs far more visitors to reach significance.
How long should an A/B test run?
An A/B test should last until it reaches statistical significance and covers at least one full business cycle. Conversion patterns shift with the day of the week and the time of year, so a test that reaches significance after three days may be picking up a one-time spike. We treat two weeks as the minimum for most tests and test longer on sites with seasonal or low traffic.
What is a heat map, and how does it help CRO?
A heat map shows where visitors click and how far they scroll on a page. We use heat maps to find the spots where visitors stall and the parts of the page nobody scrolls far enough to see. They also show clicks on images or text that visitors expect to be links. We turn those findings into hypotheses and confirm the fixes with A/B tests.
What is session recording?
Session recording captures anonymous replays of how individual visitors move through your site. These replays show friction that summary metrics miss. Watching ten recordings of buyers who abandoned their carts shows the exact step where they gave up, which an analytics dashboard won’t reveal. We use session recordings alongside heat maps and analytics.

Ecommerce and specific use cases

Does CRO work for ecommerce?
Yes, and ecommerce is where CRO produces some of its biggest measurable returns. A higher conversion rate on the same traffic lowers your customer acquisition cost on paid ads and brings in more revenue from organic search. Ecommerce CRO covers product pages, cart abandonment recovery, checkout redesigns, the placement of reviews and guarantees, cross-sells and upsells, and mobile checkout paths.
Does CRO work for B2B lead generation?
Yes, and the gains can be larger than in ecommerce, because B2B conversion rates start lower and each conversion is worth more. B2B CRO focuses on shorter forms and clear landing pages for paid campaigns. We also add proof that B2B buyers trust, like case studies with named clients and exact figures, and build conversion paths that fit the longer B2B sales cycle.
How does CRO improve paid ad performance?
A higher landing page conversion rate lowers your cost per acquisition on the same ad spend. Google Ads also factors landing page experience into Quality Score, and a higher Quality Score brings a lower cost per click and a better ad position. The on-page changes that lift organic conversions also cut your paid ad costs, which is why we pair CRO with PPC management.
Do you work with Shopify, WooCommerce, and other ecommerce platforms?
Yes, we work with Shopify, Shopify Plus, WooCommerce, BigCommerce, Magento, and custom builds, and our approach stays the same across platforms. We find what’s blocking the sale and test a fix, then keep the changes that raise your conversion rate. The way we build each change depends on what the platform allows.
What is landing page optimization?
Landing page optimization is CRO for standalone pages that serve specific campaigns or audiences. A landing page has one offer and one call to action, so the testing focuses on a single conversion goal. Wins come faster than they would in a full-site redesign, because the page is smaller and the goal is clearer.

Trust and quality

Can you guarantee a specific conversion lift?
No, because lift comes from tests that win, and nobody knows a test’s outcome before the test ends. We guarantee the audit, the list of hypotheses, the testing method, and the reporting, and lift comes from doing those steps well. An agency that guarantees a specific conversion gain is either declaring false winners on tests without enough traffic or has no plan to deliver that number.
Why are CRO results sometimes hard to attribute?
Many factors affect conversion at once, including traffic sources, seasonality, brand awareness, pricing changes, competitor activity, and the test itself. We isolate a test’s effect with statistical significance and holdout groups, along with segmentation. Weak testing methods credit the test for lift that something else caused.
How is your CRO different from other agencies?
Many CRO agencies start with the testing tool and test whatever variations the tool suggests. We start with your brand strategy, find what keeps your buyers from converting, and design tests around those problems. Senior people handle your account with no handoff to mid-level staff, and our tests follow strict statistical rules. Our reports tie wins to revenue, because a lift percentage alone doesn’t show what a test earned in dollars.
What should I look for in a CRO agency?
Look for senior people doing your work and a strict testing method. That means the agency sets significance thresholds before tests start and calculates sample sizes from your baseline data, with tests that last through full business cycles. Tests should start from hypotheses tied to revenue, and reports should show wins in dollars. Ask for case studies that name clients and show measurable outcomes, and walk away from an agency that guarantees specific conversion lifts or leads its pitch with button color tests.
Do I need CRO if I’m already running ads?
Yes, and CRO matters even more when you pay for traffic. Ads that send visitors to a page that doesn’t convert waste your budget, and the same ad dollar brings in more revenue when your landing page converts at a higher rate. A winning test lowers your acquisition cost on current and future ad spend, which makes CRO one of the best investments a business that buys traffic can make.

Test the changes that bring in revenue

We’ll look at your site the same way we look at our own brand and tell you what’s keeping visitors from converting. You’ll leave knowing which change we would make first, and we won’t use the time for a sales pitch.

Book a free fit call

A brand agency in Billings, Montana. We set the brand strategy, then build the marketing on top of it, with one senior team from strategy through production.

406-998-7901
team@letscanoe.com
119 N 29th St, Billings, MT 59101

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