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Landing Page Teardown
Critique a landing page using CRO principles and propose 3 changes.
Design a CRO Testing Roadmap
Prioritise 10 test ideas using ICE and design the top 3 experiments.
Full Funnel Conversion Audit
Map a complete funnel, find the biggest drop-offs, and design experiments.
Conversion Rate Optimization (CRO) & A/B Testing
CRO maximizes the commercial revenue generated by existing web traffic. Growth teams seek marketers who analyze user friction via heatmaps and session replays (Hotjar), conduct heuristic UX teardowns, formulate testable hypotheses, and execute A/B experiments.
1. Landing Page CRO Heuristic Audit Report
UX friction teardown highlighting visual hierarchy, trust signals, page load speed, and call-to-action placement.
2. A/B Test Variant Wireframes & Copy
Design wireframes and copy variants testing headline changes, form simplification, and social proof callouts.
3. Experiment Results & Impact Analysis
Statistical report analyzing test conversion lift, confidence intervals, and revenue impact.
Frequently Asked Questions (Conversion Rate Optimisation (CRO))
Where does conversion friction commonly occur on landing pages?
Friction occurs from unclear value propositions, excessive form fields, missing trust badges, slow page load speeds, and ambiguous CTA button text.
What is the difference between a micro-conversion and a macro-conversion?
A macro-conversion is the ultimate primary goal (e.g. completing a purchase), while micro-conversions are smaller stepping-stone actions (e.g. clicking a pricing tab or adding to cart).
How long should an A/B test run?
A/B tests should run for full 7-day business cycles (typically 2–4 weeks) until reaching statistical significance (usually 95% confidence) to account for day-of-week traffic variance.
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