Conversion Optimisation (CRO) – Services & Advice – Peak Demand

Increase online sales and leads by
improving the rate of conversion on your website

With Conversion Rate Optimisation (CRO) we focus on 3 key tactics

Messaging, Trust & Actions


Does each web page convey a clear message to visitors? Does it explain the proposition easily and simply? Does it tell the visitor what we expect them to do next?

Does the page give enough credibility and trust signals to the visitor?

Removing Obstacles


Is the site secure and is this made clear to the visitor? Do the contact forms work correctly on mobile devices? Does the form ask for more information than is necessary? Does the site solve common obstacles of coupon codes and unexpected delivery fees.

Testing Variations


In an A/B test some users see the standard page, others see a variation to the page, e.g. a different call to action positioning, size or wording, or a change in messaging. By running a controlled experiment and tracking results we can over-time optimise key pages on your site.

Analyse & Test steps on the conversion journey

How it works

  • Understand Audiences
  • Track & Record Aggregated User Activity (Google Analytics & Hotjar)
  • Track & Record Individual User Activity (Hotjar recordings)
  • Identify conversion journeys
  • Identify points of weakness, e.g. calls to action, basket abandonment
  • Fix technical issues
  • Improve UX & content where clear shortfalls
  • Build list of areas for testing variations
  • Identify what to test
  • A/B or Multivariate
  • Set up Environment
  • Set up Experiments in Google Optimizer
  • Choose Objectives
  • Create Variations
  • Run Tests & Review Performance of Variations


Our Conversion Optimisation Services

We use Google Analytics, Google Optimise and Hotjar to identify, measure, test and optimise web pages for conversion



Measure current user engagement levels, entrance & exit pages and goal performance. Identify areas for optimisation in usability, content, calls to action and conversion funnels on mobile and desktop.



Are you able to calculate your conversion rates? Can you identify which channels are delivering conversions? Do you spend money on digital advertising but are unclear whether it is increasing leads or sales? A conversion audit will help answer these questions and create an actionable plan for improvement.

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Landing Page Optimisation

Not all visitors arrive at your website home page. With landing page optimisation we evaluate the effectiveness of core site pages and specifically created campaign landing pages. Use Hotjar heatmaps and visitor recordings to learn real insights from website visitors


Landing Page Optimisation

Do your landing pages follow the AIDA decision process (Attention, Interest, Decision, Action)? Do you have roles/personas of your customers to map against the AIDA decision process? We can help you optimise your landing / conversion pages.

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Funnel Optimisation

Increase the number of completed checkouts by tracking, testing and optimising each step in the checkout funnel. Identify where users drop out of the checkout process and adjust for common hurdles such as coupon codes and unexpected delivery charges.


Funnel Optimisation

Are you able to uncover problems with your checkout process? Hotjar visitor recordings and heatmaps can quickly highlight difficulties your customers are experiencing. Google Analytics Funnel Visualisation & Goal Flow reports highlight where people are dropping out.

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A/B Testing

Run controlled experiments with one version of a page compared to another version. Using Google Optimize we can easily create variants of your web pages without any recoding.


A/B Testing

We will help you decide what to test, how to test and how to measure. Some areas such as your ‘call to action’ are likely to have more impact on your conversion rate than others. We help you decide whether to run A/B testing or multivariate testing (test multiple elements on your pages simultaneously).

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We help clients with conversion optimisation objectives

for customers focused on:


B2C Lead Generation

Improve the conversion rate for your website sign-up form, application form, booking form etc. We help you work through the AIDA (Attention, Interest, Decision, Action) decision flow on your conversion pages.


B2B Lead Generation

We help organisations understand their audiences, build personas of different website visitors and identify the key messaging and calls to action for each group.

We help set up and run tests of page variations and measure conversion rates of each experiment.


eCommerce Sales

You know people are visiting your product pages – but it can be hugely frustrating to see them disappear without purchasing.

We help you understand what is happening to visitor journeys on your online store.

We uncover issues across areas such as site search, add to basket and checkout processes.

We help you test and measure different versions of your category, product and checkout pages.

Our Conversion Optimisation Tools

Frequently Asked Questions

From our base in Bury St Edmunds, we work with organisations in Suffolk, Norfolk, Essex and Cambrigeshire. We work across a wide-variety of industry sectors helping with lead generation and e-commerce focused companies. For small companies we may be able to identify some quick wins to help your conversions, but most of our clients are SMEs who have enough website traffic and funnel data to make conversion optimisation effective and cost-justifiable.

We specialise in Google Optimizer – it is free and provides native integration with Google Analytics. We find it suits the needs of most of our SME clients. There are certainly more advanced split testing tools available such as Optimizely, AB Tasty and Abode Target which we are happy to work with.

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We tailor the Conversion Optimisation service we offer to your specific needs and budget

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