Traffic is expensive. Conversion is cheaper.
Most companies try to grow by buying more traffic. There’s usually faster, cheaper growth hiding in the traffic they already have: a product page that doesn’t answer the main objection, a form with too many fields, a checkout that breaks on one browser, an offer nobody understands in five seconds.
CRO is the discipline of finding those leaks and fixing them in order of impact — research first, then fixes, then structured testing.
How I run CRO
1. Measure the funnel honestly
I start by checking the tracking, because many funnel reports are simply wrong. Then I map each step — landing page, product or service page, cart or form, checkout or booking — and see where drop-off is highest by device, channel and audience.
2. Find out why people don’t convert
Numbers show where people leave; research shows why. I use session recordings, heatmaps, on-site surveys, customer interviews, support tickets and review mining to build a list of real objections and friction points.
3. Fix the obvious first
Broken flows, slow pages, confusing copy and missing trust signals don’t need an A/B test — they need fixing. These quick wins usually ship in the first few weeks.
4. Build pages that match intent
Landing pages built for specific campaigns, audiences and offers. I design and build them in your stack, so they go live without waiting on a developer.
5. Test with discipline
Bigger questions get A/B tests, prioritized by expected impact, confidence and effort. Every test has a hypothesis, a primary metric, a sample size and a stopping rule set in advance. Results — wins and losses — go into a shared test log so the team keeps learning.
What I work on
- Landing pages for paid campaigns, launches and specific segments.
- Product and collection pages for ecommerce.
- Cart and checkout flows, including Shopify checkout customization.
- Lead forms, demo booking and onboarding for B2B and SaaS.
- Pricing pages and offers — packaging, guarantees and anchoring.
What the first month looks like
Week one is tracking checks and funnel analysis. Weeks two and three are research — recordings, surveys and customer conversations — while the first quick fixes ship. By the end of the month you have a ranked backlog, the obvious leaks closed and the first tests designed. From there, the program runs on a monthly cycle: build, test, analyze, decide, and log what we learned so the next round starts from evidence.
Who this is for
- Ecommerce brands with steady traffic and a conversion rate that hasn’t moved in months.
- B2B and SaaS companies whose paid and organic traffic doesn’t turn into demos or trials.
- Teams about to scale ad spend that want the funnel fixed before buying more traffic.
Who this is not for
- Very low-traffic sites hoping split tests will help — research-led fixes are the better tool until volume grows.
- Teams looking for button-color tests. The biggest wins usually come from the offer, the message and the flow.