import type { ServiceContent } from "@/content/types"; export const croService: ServiceContent = { slug: "cro", name: "Conversion Rate Optimization", shortDescription: "Research-led experiments on demos, trials, and checkout.", stage: "convert", seo: { title: "CRO + A/B Testing for SaaS + E-commerce", description: "Conversion rate optimization for SaaS and e-commerce: user research, disciplined A/B testing, and changes judged by demos, trials, orders, and revenue.", }, hero: { eyebrow: "Conversion rate optimization", title: "More revenue from the traffic you already pay for.", intro: "We research where buyers hesitate, then run disciplined experiments on the pages and flows that decide demos, trials, and orders. Every test has a hypothesis and a success metric agreed before launch.", outcomes: ["More demos and trials", "Fewer abandoned checkouts", "Higher revenue per visitor", "Test results you can trust"], }, problem: { heading: "Why conversion work often stalls.", intro: "Running tests is easy. Learning something reliable from them is harder, and the gap shows up as a busy roadmap with little change in revenue.", items: [ { title: "Tests without evidence", description: "Ideas come from opinions, redesign trends, or a competitor's site. Without research behind them, tests end up measuring changes buyers never cared about.", }, { title: "Wins that fade after launch", description: "Tests stop the moment a dashboard shows a lift, or get judged on a metric chosen afterward. The gain often disappears once the change ships.", }, { title: "Optimizing the easy metric", description: "Clicks and add-to-carts go up while qualified demos, paid conversions, or margin stay flat. Nobody notices, because the test only tracked the first step.", }, { title: "Friction nobody has looked at", description: "Long demo forms, surprise shipping costs, and awkward mobile checkouts lose buyers every day. The evidence exists, but no one watches sessions or asks visitors what stopped them.", }, ], }, approach: { heading: "How we run CRO.", intro: "Research decides what to test. Design discipline decides whether the result can be trusted.", steps: [ { title: "Research before ideas", description: "Funnel analytics, heatmaps, session recordings, on-site surveys, and user interviews show where buyers stall. The numbers show where, and the conversations explain why.", }, { title: "Write every hypothesis down", description: "Each test states the problem, the evidence, the change, and the expected effect on a named metric. If it can't be written clearly, it isn't ready to run.", }, { title: "Prioritize by value and effort", description: "Ideas are scored on likely revenue impact, strength of evidence, available traffic, and build effort. Low-traffic pages get research-backed changes instead of A/B tests.", }, { title: "Design the test before launch", description: "One primary metric, guardrail metrics, the required sample, and the run length are agreed up front. Sample ratio mismatch checks catch broken traffic splits early.", }, { title: "Keep what you learn", description: "Every result, including losses, is written up with what it reveals about buyers. A losing test often points to a better hypothesis.", }, ], }, deliverables: { heading: "What's included.", intro: "The mix depends on your traffic, your funnel, and where the steepest drop-off sits. A CRO program usually covers:", items: [ { title: "Conversion research", description: "Funnel analysis, heatmaps, recordings, surveys, and interviews distilled into clear problem statements.", }, { title: "Analytics and funnel check", description: "A review of analytics events and funnel steps, so experiment results rest on accurate data.", }, { title: "Hypothesis backlog", description: "A shared, ranked list of test ideas, each tied to evidence and a target metric.", }, { title: "Experiment design documents", description: "Primary metric, guardrails, audience, sample needs, and stopping rules, written before launch.", }, { title: "Variant design and build", description: "Copy, design, and development for each variant, in your testing tool or site code.", }, { title: "Quality assurance", description: "Device, browser, and tracking checks before any variant reaches real traffic.", }, { title: "Results analysis", description: "Readouts covering the primary metric, guardrails, and key segments, ending in a ship, iterate, or stop decision.", }, { title: "Learning library", description: "A written record of every test and finding, so knowledge stays with your team.", }, ], }, applications: { heading: "Different funnels, different friction.", intro: "SaaS conversion is a chain of commitments: demo, trial, activation, payment. E-commerce conversion usually happens in one session that has to survive the cart and checkout.", saas: { summary: "For SaaS, CRO covers the steps between first visit and paid account, judged by qualified pipeline and trial-to-paid.", points: [ "Demo request flows: form length, qualifying questions, and scheduling", "Trial signup friction, including required fields and whether to ask for a card", "Pricing page clarity, from plan structure to feature comparison", "Onboarding flows tested against activation, not signup completion", "Results traced to SQLs and paid accounts in your CRM or Stripe", ], }, ecommerce: { summary: "For e-commerce, CRO covers the path from product discovery to paid order, judged by revenue per visitor and margin.", points: [ "PDP clarity: images, sizing, delivery dates, returns, and reviews near the buy button", "Collection pages: filters, sorting, and what each product card shows", "Cart and checkout friction, from forced account creation to surprise costs", "Free-shipping thresholds and offers tested against AOV and margin", "Mobile layouts tested on their own, not as shrunken desktop pages", ], }, }, process: { heading: "From research to rollout.", intro: "Each cycle feeds the next, so the backlog gets sharper as evidence builds.", steps: [ { title: "Research", description: "We study analytics, recordings, surveys, and interviews to locate the biggest points of friction.", }, { title: "Prioritize", description: "Hypotheses are scored and ordered, with traffic checked so each test can reach a reliable answer.", }, { title: "Build and QA", description: "Variants are designed, built, and checked across devices and browsers before launch.", }, { title: "Run and monitor", description: "Tests run for their planned duration, with sample ratio and guardrail checks, and no early calls on promising numbers.", }, { title: "Ship and learn", description: "Winners roll out to all traffic, results are documented, and the next hypothesis builds on the finding.", }, ], }, measurement: { heading: "How we measure CRO.", intro: "Experiments are judged by what they add to revenue. Supporting metrics explain why a result happened.", tiers: [ { tier: "Business outcome", summary: "What the change is worth.", metrics: [ { title: "Revenue per visitor", description: "E-commerce: revenue divided by visitors, capturing both conversion rate and AOV.", }, { title: "Qualified pipeline", description: "SaaS: SQLs and opportunity value from tested pages and flows." }, { title: "Contribution margin", description: "E-commerce: profit after discounts and offers, so a win doesn't cost margin.", }, ], }, { tier: "Efficiency", summary: "How much more the same traffic delivers.", metrics: [ { title: "Conversion rate", description: "The share of sessions ending in an order, demo, or trial, by device and page type.", }, { title: "Average order value", description: "E-commerce: revenue per order, read alongside margin." }, { title: "Trial-to-paid rate", description: "SaaS: the share of trials that become paying accounts." }, ], }, { tier: "Diagnostic", summary: "Where friction sits.", metrics: [ { title: "Funnel step drop-off", description: "Where visitors leave between landing, product, cart, checkout, signup, or demo.", }, { title: "Form abandonment", description: "Which fields in demo, signup, and checkout forms make people quit." }, { title: "Experiment health", description: "Sample ratio and guardrail checks that confirm a result can be trusted.", }, ], }, ], }, faqs: [ { question: "Do we have enough traffic to run A/B tests?", answer: "It depends on conversion volume more than visits. Before any test, we estimate the sample needed to detect a meaningful change in a reasonable run time. If traffic can't support that, we use user research, usability testing, and before-and-after analysis on well-evidenced fixes. Our [landing page experiment checklist](/resources/landing-page-experiment-checklist) covers the basics.", }, { question: "What testing tools do you use?", answer: "We work with the tools you already have, as long as they can run clean experiments, and recommend options if you don't have one. The tool matters less than the discipline around it: a written hypothesis, an agreed primary metric, guardrails, a proper sample, and checks that traffic splits as planned.", }, { question: "How is CRO different from a website redesign?", answer: "A redesign changes many things at once, so it's hard to know which changes helped and which hurt. CRO changes specific parts of the experience based on research and measures each one. Sometimes research does point to a rebuild. Then we test key pages or flows first, so the redesign rests on evidence. See our work on [landing pages](/landing-pages).", }, { question: "Can you test checkout on Shopify?", answer: "Yes, within what your Shopify plan allows. Checkout customization differs by plan, so we confirm what can change before designing tests. Often the bigger friction sits earlier anyway: shipping costs revealed late, unclear delivery dates, and weak cart pages. We test those too, and track the effect on completed orders and AOV.", }, { question: "Do you test SaaS onboarding, or only marketing pages?", answer: "Both, depending on what we agree at the start. Marketing pages, pricing, signup, and demo flows are usually ours to test. Onboarding and activation tests run with your product team, using one backlog and shared metric definitions, so both teams read results the same way and nobody tests the same flow twice.", }, ], related: { services: ["landing-pages", "analytics-attribution", "paid-media"], resources: ["landing-page-experiment-checklist", "attribution-readiness-guide"], }, };