Audit and measurement
We check whether the actions that matter are tracked correctly and analyse the conversion path and segments. Where it is justified and permitted, we also use behavioural analytics such as session recordings and heatmaps.
Website optimisation
If potential customers are already reaching your website, the next question is what happens once they arrive. Is the offer easy to understand, is the site fast, can the form be completed without unnecessary effort, and are the key steps tracked correctly? CreateIT analyses the conversion path, identifies the improvements that make sense and helps you implement and test them.
What is conversion rate optimisation (CRO)?
A conversion is an action that matters to your business, such as an enquiry, a purchase, a phone call or another defined step. CRO is a systematic way of working out what helps or hinders those actions, forming testable hypotheses and implementing improvements. Our analysis goes beyond the overall conversion rate to cover traffic sources, devices, pages, forms, the steps of a purchase or enquiry and the quality of the measurement itself. If the analytics are wrong, the conclusions about optimisation can be wrong too.
What we optimise
Conversion path
Analytics help us find the points in the customer journey where behaviour or the drop-off rate changes. Session recordings, heatmaps, usability reviews and other qualitative data point to possible causes, which we then test.
Speed
We assess Core Web Vitals, load time, interactivity and technical faults in real-world use. Speed is part of the user experience, and Core Web Vitals are also among the page experience signals Google uses.
Mobile experience
We check the site on mobile devices separately, because screen size, input method and page layout can create a different set of obstacles from those on desktop. We compare device segments using your actual data.
Forms and CTAs
We check form fields, error messages, validation, placement, calls to action and what happens after the form is submitted. The aim is to remove unnecessary friction without losing the information your business needs.
A clear offer
We assess whether the page is clear about the offer, who it is for, the main reasons to choose it and the next step. We identify what is unclear using data and user behaviour, not a universal “so many seconds” rule.
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How we work
Hypothesis list
We form hypotheses from the data, the usability review and your business context. We prioritise them by potential impact, strength of evidence, cost of implementation and risk.
Implementing improvements
We implement the design, content and technical changes that are justified. If traffic and conversion volumes are high enough for an experiment to give a meaningful result, we put suitable hypotheses through an A/B test or another controlled test.
Measurement and next iteration
Once the changes are live, we compare the relevant metrics and write up the conclusions. The effect of a change cannot always be isolated reliably, so we keep the results of controlled experiments separate from before-and-after observations.
Before you buy more traffic, check the conversion path you already have
If your website already gets quality traffic, an audit helps you understand whether the measurement can be trusted, which steps have the biggest drop-off and which hypotheses are worth testing first. Not every lost visitor can be turned into a customer, so we don't put a made-up number on “lost enquiries”.
Frequently asked questions
How much traffic do you need for conversion rate optimisation?
An audit and usability improvements are still possible on a low-traffic site, but the volume of data determines which conclusions can legitimately be drawn. There is no universal minimum number of visits for an A/B test - the volume needed depends on the baseline conversion rate, the expected change, the statistical approach chosen and the length of the test. When traffic is low, we rely more on analytics, a usability review and qualitative observations.
Where to start - SEO or conversion rate optimisation?
It depends on the problem. If your website already gets quality traffic but people do not go on to take the action you want, CRO may be the priority. If hardly any of the relevant audience is reaching the site, visibility and customer acquisition have to be addressed as well. SEO and CRO often need to be looked at together, because changes to content, structure and speed can affect both.
Does optimisation mean rebuilding the site?
Not necessarily. Many problems can be fixed with targeted changes to content, forms, navigation, design, analytics or speed. We recommend a more extensive rebuild when the existing information architecture, design system or technical foundations significantly restrict the improvements that are needed.
How do you measure results?
Before work starts, we define the primary and guardrail metrics, such as enquiries, purchases, completed forms, revenue or other events that matter to your business. In a controlled experiment, we can attribute a difference to the specific change with far more confidence. A before-and-after comparison is useful, but it can be affected by seasonality, channel mix and other external factors.
Related services
- SEO services Search is no longer just the traditional list of Google results.
- Google Ads Google advertising with Google Ads (formerly Google AdWords) lets you reach people at the moment they are searching for a specific service or product.
- Customer acquisition Lead generation and customer acquisition don't start with Google Ads, SEO or social media.
- Website development We start with the job your website has to do - what a visitor needs to understand and be able to do on it.