CRO and Conversion Optimization Agency
We optimize conversion rates using data, testing, and measurable changes, so the traffic you already have generates more business opportunities.
What you gain by focusing on conversion
- More leads without increasing your media spend. CertifiedFirst tripled its leads in six months with A/B testing on the registration process and optimized landing pages.
- Each lead costs you less. In AGM Abogados the cost per acquisition in paid campaigns dropped by 74%, and the conversion rate rose by 23%.
- Speed converts, too. Constance Hotels improved load time by 26% and increased conversions by 80% in twelve months.
How to know if you need to work on CRO
You have traffic but no opportunities: Traffic is up every month, but form submissions remain the same.
No one knows why people are leaving: There are no heatmaps, session recordings, or tracked events, so decisions are made based on intuition.
Every change to the website is just an opinion: A design is discussed in a meeting, launched, and then no one checks if it actually improved anything.
The leads coming in aren't qualified: The form captures everyone, but sales discards half of them, so volume isn't the problem.
OUR PROCESS
How we approach conversion rate optimization
01
Understand why it isn't converting
We look at analytics, heatmaps, session recordings, and the entire funnel before touching anything. We also talk to sales, as they know which leads are valuable and which aren't.
Deliverable: conversion diagnostic.
02
Prioritize and test
We don't change everything at once. We choose the hypotheses with the highest impact and lowest effort, and validate them with A/B or multivariate tests before approving them.
Deliverable: testing plan with hypotheses, metrics, and success criteria.
03
Implement and re-measure
What works is implemented, what fails is discarded and documented to avoid repeating it. Then we start over, because CRO is not a project with an end date.
Deliverable: production changes, per-page conversion dashboard, and continuous improvement plan.
PIM testimonials
Our clients
"They have helped us position our brand, increase and improve the quality of our leads, and convert them into clients, thereby achieving our web revenue goals."
Viviane Gelpí Wenger
Marketing and Communications Director, AGM Abogados
Why conversion matters to every department
Here is how CRO changes the day-to-day for every team:
Sales
We get fewer junk leads and more people who already know what they want. The form filters rather than just capturing for the sake of it.
IT/Technology
Tests come with hypotheses and success criteria, not as a random list of design requests.
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Marketing
The same media budget goes further because the problem is no longer happening after the click.
Management
Every change has a metric and a decision behind it, so you can explain exactly why conversion went up or down.
Carolina Aguilar
Senior Digital Strategist
Conversion isn't fixed on the website; it's understood in the business
"Almost every CRO project starts with requests for landing page changes. We start by asking what the sales team considers a good lead and at what point the qualified prospects are dropping off. With that, the test makes sense; without it, you're just changing things for the sake of it."
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What is Conversion Rate Optimization (CRO)?
CRO stands for Conversion Rate Optimization. It is the process of improving a website's efficiency in terms of its ability to turn visitors into leads or customers. It focuses on identifying and removing obstacles that prevent users from taking desired actions on the site.
How can CRO improve my website and my online business?
A CRO strategy can improve your website and your business by increasing your conversion rate and enhancing the user experience. In B2B, this shows up in two areas: how many quote requests you receive with the same amount of traffic, and how many of those are considered qualified by the sales team.
What techniques and strategies are used in CRO?
Techniques and strategies used in CRO include usability and navigation optimization, A/B testing, audience segmentation, and bounce rate optimization. Data analysis and user feedback are also used to improve site performance. In B2B projects, we add one more: reviewing form fields, because every extra field lowers conversion, while every missing field results in lower-quality leads.
What types of websites benefit most from CRO?
Any website that aims to turn visitors into leads or customers can benefit from a CRO strategy. This includes e-commerce sites, lead generation sites, and B2B sites. It is most impactful for mid-sized B2B companies: the sales cycle is long, traffic isn't massive, and every lost opportunity is costly.
How can CRO boost my digital marketing strategy?
CRO is what makes everything else profitable. You can increase traffic through SEO and paid campaigns, but if your site converts at 0.8% instead of 1.6%, you are paying double for every opportunity. That is why we work on it alongside SEO, SEM, and UX, rather than as a separate service.
How can I measure the success of my CRO program?
We look at conversion rate, time on site, and number of pages visited, along with tracking data and user feedback. In B2B, we add two metrics that matter more than the conversion rate alone: how many of those leads are accepted by sales, and the cost per lead. At Novicell, we have web analytics experts to ensure everything is measured correctly from the start.
How long does it take for CRO to show results?
A conversion audit takes weeks, not months. From there, each test needs enough time to accumulate sufficient data to make a decision, which usually takes between two and six weeks. What doesn't work is running a single test and stopping; improvement comes from chaining cycles together, not from an isolated change.
What if my website doesn't have enough traffic for A/B testing?
This is standard in B2B: with low traffic, a test can take months to reach a conclusion. So, we don't test blindly. We work with what provides clear signals: session recordings, heatmaps, sales team interviews, and step-by-step funnel analysis. A/B tests are reserved for pages that actually have the necessary volume.