Traffic Is Only Half the Job
If ads send people to a slow or confusing page, you pay for the click and lose the lead. Small changes to a page can lower your cost per lead without spending more on ads.
Landing Pages
Conversion Rate Optimization
How a Conversion Test Runs and When CRO Makes Sense
Start With the Leak, Not the Redesign
Before changing anything, we look at where visitors drop off. That could be the first screen on mobile, a form with too many fields or a phone number that is hard to tap. Fixing the biggest leak first usually beats redesigning the whole page.
How a Test Is Set Up
- We write down what we expect to happen and why, for example: a shorter form should get more submissions from mobile visitors.
- We change one main thing at a time so we know what caused the difference.
- We let the test run until enough visitors have seen both versions to trust the result.
- We keep the winner, record what we learned and pick the next test.
A test that loses is still useful. It tells you what your customers do not respond to, and it stops you from making that change across the whole site.
When CRO Makes Sense
Formal testing needs traffic. If a page gets only a handful of visitors a week, a test can take a very long time to show a clear result. In that case we focus on proven fixes, such as clearer headlines, faster load times and simpler forms, instead of waiting on a split test.
CRO is a strong fit if you are already paying for traffic through Google Ads management or social ads and want more leads from the same budget.
What to Prepare
- Access to your analytics, ad accounts and website
- Your current lead numbers and what a qualified lead looks like for you
- Real reviews, photos, warranties and credentials you are comfortable showing
- Notes on the questions people ask your team before they buy
Common Mistakes
- Counting every form fill as a lead without checking quality
- Calling a test too early because the first few days look good
- Tracking forms but not phone calls, which hides a big share of leads
- Changing the ad, the page and the offer all in the same week
Accurate tracking matters before any test. Our Google Analytics setup work makes sure calls and forms are counted, and our article on why ads are not converting covers other common causes.
