Patch the Leaks. Engineer the Flow.
Every session is a stake in your profit margin. Every bounce is a loss. At Kraken Dev Co, we don’t design for looks—we engineer for outcomes. Conversion optimisation isn’t decorative. It’s structural. It aligns code, content, and user behaviour into one goal: conversion.
This is high-stakes digital engineering. Every test, every insight, every friction point eliminated builds the foundation for sustained growth.
What Is Conversion Optimisation?
Conversion optimisation (also known as Conversion Rate Optimisation, or CRO) is the process of turning passive website visitors into active outcomes—purchases, demo bookings, form submissions, downloads, or sign-ups.
It leverages data, user testing, behavioural insights, and testing tools to identify and fix what’s stopping conversions. Done right, CRO transforms your existing traffic into revenue without increasing spend.
Core Principles:
- Optimise for behaviour, not assumptions.
- Test everything. Assume nothing.
- Measure outcomes. Ignore vanity metrics.
Why Conversion Optimisation Matters
You don’t need more traffic. You need more action.
A modest 2% improvement in conversion rate can yield the same ROI as doubling your website traffic. But where most agencies chase impressions, we chase completions.
Strategic Payoffs:
- Lower Customer Acquisition Cost (CAC) across channels
- Improved Conversion Metrics from PPC, social media, and SEO
- Enhanced Website Usability driving user experience quality
- Higher Customer Lifetime Value (CLV) and engagement
- Performance uplift with no increase in traffic volume
This is compounding ROI—scalable, efficient, and measurable.
Conversion Types by Business Model
Not all conversions are sales. Know your funnel. Define the signals.
Ecommerce:
- Add to Cart
- Checkout Page completions
- Payment method usage (Shop Pay, PayPal, etc.)
- Recovering abandoned carts
- Upsell triggers and micro conversions
SaaS / B2B Website:
- Booking demo calls
- Downloading whitepapers
- Course catalog page visits
- Submitting contact forms
- Pricing page interactions
Media & Content:
- Newsletter sign-ups
- Scroll depth tracking
- Social shares and social proof engagement
- Video completions and course enrolments
Mobile App & Services:
- In-app purchases
- Push notification sign-ups
- Session duration and behaviour mapping
Conversion Rate Formula:
(Total Conversions ÷ Total Visitors) × 100
There’s no “good” conversion rate. The only metric that matters is improvement over your current baseline.
Where CRO Begins: The Funnel
Start with the conversion funnel. Every visitor enters with intent. Every exit without action is a loss.
Funnel analysis uncovers where people drop off and why. Whether it’s your homepage, product page, or landing page, you need to understand user paths across devices and entry points.
Tools We Deploy:
- Google Analytics 4
- PageSpeed Insights
- Scroll depth and mouse tracking tools
- Session replays (Hotjar, FullStory)
- Heatmap analysis software
We combine these with customer research to understand user personas, conversion sources, and customer behaviour.
Why Aren’t Users Converting?
Conversion Killers:
- Cluttered Landing Pages with multiple calls to action
- Poor Page Load Speed on mobile or tablet
- Non-Responsive Checkout Pages
- Ineffective Web Form Design
- Inconsistent Contact Form UX
- Low Trust Signals (missing customer testimonials, outdated design)
- Broken Site Structure confusing user flows
- No Personalisation or Segment Targeting
- Deadweight Navigation and Exit Loops
Most sites lose users not due to poor design—but poor alignment with user intent.
Kraken’s Six-Step Conversion Optimisation Framework
Conversion rate optimisation is iterative. No silver bullets—just sharp process.
1. Define Your Goals
Map conversions to business value. Identify micro conversions, macro conversions, and end-state funnel completions.
2. Audit the Funnel
Run deep conversion funnel analysis using analytics tools. Identify friction zones, bounce exits, and dead clicks.
3. Gather Real User Evidence
Collect:
- Session recordings
- User testing feedback
- Survey responses
- Voice of customer input
Use these to map a data-driven customer journey.
4. Hypothesise with Precision
Not guesses. Hypotheses.
“If we reduce steps on the checkout page, the conversion rate may increase due to lower user abandonment.”
5. Test Methodically
Use A/B testing, A/B split-testing, and multivariate testing on high-impact pages.
Testing Tools:
- Google Website Optimizer
- Optimizely
- VWO
- Google Optimize
6. Analyse, Iterate, Scale
Every test delivers test insights. Log test scripts. Archive test results. Rinse and repeat.
Where to Start Testing
Prioritise by impact. Not by opinion.
Homepage
Test above-the-fold copy, hero visuals, value props, and CTA placements.
Landing Pages
Laser-focused message. One CTA. Strip distractions.
Product Page
Clarify pricing. Add social proof. Test urgency messages (low stock, time limits).
Checkout Pages
Test guest vs account checkout. Simplify. Audit form fields.
Contact Form & Web Form
Validate in real-time. Use multi-step over long-scroll. Include progress indicators.
UX, Design, and Behavioural Optimisation
Great UX isn’t beautiful—it’s effective. We engineer for speed, clarity, and action.
UX Principles That Convert:
- Mobile Responsiveness as standard
- User-Friendly Website Navigation
- Minimalist Site Structure
- Performance-Driven Website Design
- Page Speed Optimisation (Google Lighthouse, PageSpeed Insights)
Use mouse tracking, session duration metrics, and scroll depth analysis to verify improvements.
Email Marketing + CRO = Revenue Flywheel
Conversion doesn’t end at checkout. Integrate email marketing and marketing automation to recapture and upsell.
Key Email CRO Touchpoints:
- Abandoned Cart Emails
- Post-purchase upsell flows
- Behaviour-triggered emails
- Lead magnet delivery
- Re-engagement series
Use tools like Klaviyo, HubSpot, and Mailchimp for full funnel alignment.
Analytics and Reporting
Measure what matters. Ignore noise.
Metrics That Power Decisions:
- Conversion Rate
- Cart Abandonment Rate
- Exit Page Trends
- Session Duration
- Scroll Depth
- Bounce Rate by device
- Cost per Conversion
- Value per Visit
- Return Visitor Ratio
These metrics guide your conversion variables and testing roadmap.
Real-World Results: What CRO Looks Like at Kraken Dev Co
We’ve engineered wins for ecommerce platforms, B2B websites, and high-traffic SaaS companies.
Examples:
- 36% lift in checkout completions after form redesign
- 22% drop in cart abandonment rate post A/B testing CTA text
- 14% increase in trial sign-ups after restructuring landing page hierarchy
Our conversions aren’t theoretical—they’re battle-tested.
Top Mistakes to Avoid
- Chasing irrelevant KPIs
- Copying competitor UX without testing
- Ignoring mobile-first performance
- Ending the CRO loop after one failed test
- Skipping customer reviews and social proof
- Neglecting pricing page clarity
CRO is iterative. Every failed test teaches. Every win compounds.
FAQs: Clear Answers from the Kraken CRO Lab
What’s a strong conversion rate?
Industry averages mean nothing. Focus on lifting your own. That’s the only race worth running.
Do I need CRO if I already have traffic?
Yes. Otherwise, you’re bleeding budget. Traffic without conversion is wasted spend.
Can I run A/B tests without volume?
Yes—with care. Use micro conversions and test critical pages first. Split testing still reveals behaviour patterns.
Will CRO hurt my SEO?
Not if done right. Clean UX, faster load, and higher engagement help SEO performance.
Ready to Make Your Website Work Harder?
We don’t patch over weak spots—we rebuild digital architecture to convert.
If you’re tired of watching traffic leave without action, it’s time to re-engineer your conversion path.
Conversion isn’t magic. It’s a method. We’ve mastered it.
👉 Speak to Kraken Dev Co. Let’s build a site that converts.
