Conversion Rate Optimization

It depends on traffic source, offer, and industry. For Google Ads traffic to a lead gen landing page in B2B SaaS, 5 to 8% is strong. For ecommerce product pages with cold traffic, 2 to 4% is typical. For retargeting audiences or branded search, 10 to 15% is achievable. The more useful question is: what's your current rate, and what's the revenue impact of a 25% lift? We've delivered 34% average conversion rate lifts across client accounts. The dollar value of that depends entirely on your traffic volume and average order value.

We run 4 tests per month on average, which works out to about 12 per quarter. The pace depends on your traffic volume, a test needs enough visitors to reach statistical significance, and low-traffic pages need longer test windows. We don't run more tests than the data can support. Running 10 simultaneous tests on 1,000 monthly visitors produces noise, not insight. Our process prioritizes depth over volume: one high-quality test with a clear hypothesis beats five underpowered tests.

You need enough traffic to reach statistical significance within a reasonable test window. For most A/B tests, that means at least 1,000 visitors per variation per test. If a page gets 500 monthly visitors, a meaningful test takes 4 months, that's still worth running for high-value pages. For very low-traffic pages, we focus on qualitative research (heatmaps, session recordings, user surveys) to make confident changes without running formal tests. CRO is viable at almost any traffic level if the methodology matches the data available.

A redesign is a guess. CRO is a structured process for proving what works. Most page redesigns are based on aesthetics or gut instinct. They change 15 things at once, so when performance improves or declines, you don't know why. We change one element at a time, with a hypothesis and success metric defined before the test starts. When a test wins, we roll it out and build the next test on top of it. After 12 tests per quarter, you have a page built entirely on what your actual visitors respond to.

CRO works on existing sites. That's the point. A redesign followed by a CRO program is the wrong order, you redesign based on untested assumptions, then spend months undoing them. We prefer starting with your current site, running research to understand where visitors drop off, and making targeted improvements based on what we find. If the research reveals the existing design is a structural blocker, we'll tell you. But we've delivered 2.1X revenue per visitor improvements on sites that looked exactly the same after the engagement as they did before.