Friction identified with evidence
Analytics, session recordings and funnel data show where visitors hesitate or leave, not where we assume they do.
01 · RESEARCH
Conversion Rate Optimization
Conversion Rate Optimization
Axtivon runs structured conversion rate optimization programmes for Dutch and EU businesses, identifying real friction through analytics and session data, forming hypotheses tied to business impact, and testing changes properly before they reach every visitor. Not every test wins, and we report on that honestly.
- Findings grounded in analytics and session data, not guesswork
- Hypotheses prioritised by business impact
- Structured testing with honest, statistically sound reporting
Conversion rate optimization for teams that already have traffic and want more from it
B2B companies
Ecommerce retailers
Lead generation teams
Marketing teams
Growing organisations
The direct answer
What does conversion rate optimization actually involve?
Conversion rate optimization is a research discipline: identifying real friction through data, then testing changes in a structured, statistically sound way. It is not a redesign based on preference or a competitor's layout. Axtivon builds a CRO programme around analytics, session recordings and observed user behaviour, forms hypotheses tied to measurable business outcomes, and runs A/B or sequential tests long enough to draw a reliable conclusion, whether that conclusion confirms the hypothesis or not.
Built around business outcomes
Improvement should be provable, not assumed.
Every hypothesis is tied to a measurable outcome, and every test is run long enough to know whether the result is real or noise.
Hypotheses tied to impact
Every test is prioritised by its likely effect on revenue or leads, not by novelty or internal opinion.
02 · PRIORITISATIONTests run to a valid conclusion
Sample size and test duration are planned in advance so results reach statistical significance before a decision is made.
03 · TESTINGHonest reporting either way
Wins are implemented and losses are reported just as clearly, both are useful evidence for the next test.
04 · REPORTING
Conversion rate optimization capabilities
What we research, test and build
From a single high-traffic landing page to an ongoing testing programme across the full funnel, the scope is set by where the data shows the biggest opportunity.
Conversion research and audits
Analytics review, session recordings, heatmaps and funnel analysis to find where visitors actually struggle.
Analytics and trackingHypothesis development
Findings are turned into specific, testable hypotheses ranked by expected business impact.
Lead generationA/B and sequential testing
Structured experiments run with proper sample sizing, so results hold up beyond the test itself.
Website optimisationLanding page and funnel design
Test-informed changes to layout, messaging and flow, built on evidence rather than a redesign brief.
UI/UX and Figma to websiteCheckout and form optimisation
Reducing friction at the exact steps where analytics shows drop-off, from cart to confirmation.
WooCommerce developmentMeasurement and reporting
Clear before-and-after reporting on statistical significance, revenue impact and what to test next.
Analytics and tracking
A clear delivery process
From raw behaviour data to a validated result.
Each stage produces a concrete output, so testing stays disciplined instead of turning into a string of unrelated design tweaks.
Data and analytics review
We audit GA4, funnel data and existing tracking to confirm the data is trustworthy before drawing conclusions from it.
Output: tracking audit and data baselineBehavioural research
Session recordings, heatmaps and on-site feedback show where and why visitors hesitate or abandon.
Output: friction and drop-off findingsHypothesis and roadmap
Findings become specific hypotheses, scored and prioritised by expected impact and effort.
Output: prioritised testing roadmapTest design and build
Each test is scoped with a clear success metric, required sample size and expected run time before it goes live.
Output: test brief and buildRunning and monitoring
Tests run until they reach statistical significance, monitored to rule out technical or seasonal distortion.
Output: validated test resultReporting and next iteration
Winning changes are implemented, results are reported clearly, wins and losses alike, and the next hypothesis is queued.
Output: result report and next test
What the project can include
One connected CRO scope.
The exact scope depends on traffic volume and funnel complexity, but every CRO programme brings these disciplines together.
Research and analysis
- Analytics and tracking audit
- Session recording and heatmap review
- Funnel and drop-off analysis
- On-site survey or user feedback review
- Competitor and benchmark review
Hypothesis and strategy
- Friction and opportunity findings
- Hypotheses tied to business impact
- Prioritised testing roadmap
- Sample size and duration planning
- Success metrics defined per test
Test build and execution
- A/B and sequential test setup
- Landing page and funnel variants
- QA across devices and browsers
- Statistical monitoring during the test
- Technical and seasonal distortion checks
Reporting and iteration
- Statistical significance reporting
- Clear win/loss documentation
- Revenue or lead impact estimate
- Implementation of winning variants
- Next-hypothesis backlog
Connected by design
Testing works best connected to the rest of your data.
CRO depends on trustworthy tracking and feeds directly into the campaigns and systems that bring visitors to the site in the first place.
- GA4, Tag Manager and enhanced ecommerce tracking configured correctly
- CRM and lead data connected so test results reflect real revenue, not just clicks
- Paid search and social campaigns informed by what tests reveal about messaging
- Findings shared with design and development so wins compound instead of resetting
Conversion Rate OptimizationOne connected foundation
Analytics
CRM
Paid Search
Social Ads
Funnel
Testing
Why Axtivon
A CRO partner that treats testing as a discipline, not a guess.
Conversion work is easy to do badly, a redesign dressed up as optimisation. We treat it as a research process with rules.
Data-led, not opinion-led
Every hypothesis starts from analytics or observed behaviour, not a preference.
Statistically sound testing
Sample size and duration are planned so results are reliable, not lucky.
Honest results
Losing tests are reported as clearly as winning ones.
Impact-first prioritisation
Tests are ranked by business impact, not ease or novelty.
Connected to the full funnel
Findings inform design, development and campaign work, not just one page.
Related Axtivon services
Combine this with the wider growth system.
Frequently asked questions
Questions, answered clearly.
What exactly does conversion rate optimization involve?
CRO combines analytics review, session recordings and user behaviour research to identify real friction points, then tests specific changes against a control using A/B or sequential testing. Decisions are based on statistically significant results, not opinion or a general best-practice checklist.
How much traffic do we need before testing makes sense?
Enough visitors to reach statistical significance within a reasonable timeframe, this varies by conversion rate and the size of the effect being tested. For lower-traffic sites, we often start with qualitative research and sequential testing rather than a traditional A/B split.
How long does a typical test run?
Long enough to reach the sample size calculated in advance, usually a minimum of one to two full business cycles to account for weekly and seasonal variation. We do not stop a test early just because an early result looks promising.
What happens when a test doesn't produce a clear winner?
We report it honestly. A null result still tells us something, it rules out a hypothesis and informs what to test next. Not every test wins, and treating inconclusive results as failures would undermine the discipline of the process.
Does CRO replace the need for good design?
No, it complements it. Good design reduces the number of problems worth testing; CRO finds and validates the improvements that remain, particularly the ones that are not obvious from a visual review alone.
How does CRO connect to our existing analytics and marketing work?
Reliable testing depends on accurate GA4 and tag tracking, and results feed directly into paid search, CRM and design decisions elsewhere in the business, which is why we treat it as connected work rather than an isolated project.
Start with the business goal