CRO that starts with measurement honesty, not button colour myths.
Conversion optimisation without trustworthy baselines is astrology. We verify event integrity, define primary and guardrail metrics, and only then propose experiments — qualitative research first when sample sizes are small.
Depth you do not get from a generic services paragraph.
Analytics and event integrity audit
Double-fired purchase events, missing currency parameters, and consent-banner race conditions silently poison test readouts. We fix instrumentation before ideation so uplift claims survive finance scrutiny.
Qualitative signals when traffic is modest
Session replay sampling (privacy-conscious), on-site surveys after successful actions, and moderated user tests often beat naive A/B tests that would need nine months to reach significance.
Hypothesis backlog prioritised by ICE and effort
Ideas score impact, confidence, and ease — then map to dev capacity. We ship quick copy and layout tests while larger engineering bets queue behind clear ROI cases.
Experimentation ethics and SEO side-effects
Cloaking search engines is off the table. We cloak variants only to humans in approved ways, keep canonicals stable, and avoid infinite crawlable parameter experiments.
Questions
Straight answers on this specialism.
High traffic speeds tests, but smaller sites still benefit from heuristic reviews, form friction removal, and speed fixes that lift all channels simultaneously.
Common stacks include GA4, Tag Manager, Meta Pixel (where consented), Clarity or Hotjar-class tools, and Shopify or WooCommerce native events — chosen per privacy posture.
Rarely at SME scale; factorial explosion needs traffic most clients do not have. Sequential A/B or bandit-style approaches are usually more honest.
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