CRO · Conversion Rate Optimization
CRO that turns your traffic into measurable pipeline.
Conversion Rate Optimization with our own framework: ICE-prioritized hypotheses, self-hosted GrowthBook (no data leak), server-side tracking via GTM, cadence 4+ A/B tests/month, validated win-rate ≥ 25%. Retainer from €3,800/month. 6 years optimizing B2B websites and DTC ecommerce.
In short
What is CRO and why do you need a serious framework?
CRO (Conversion Rate Optimization) is the discipline of increasing the percentage of visitors who complete a business action (lead, sign-up, purchase, booking). Serious framework = data-prioritized hypotheses (not best practices), A/B tests with statistical significance (Bayesian GrowthBook), server-side attribution to real revenue (no vanity), cadence ≥ 4 tests/month with win-rate ≥ 25%.
Used by B2B with > 30-day sales cycle (optimizes form-fills, demo requests, qualified leads) and DTC ecommerce (optimizes product pages, checkout, upsell, LTV). Ranges: one-shot audit from €4,800, CRO retainer from €3,800/month (1 consultant + analytics), premium retainer €8,500/month (dedicated squad). Minimum 6 months to see stable impact.
Companies already moving their number with us
90% of A/B tests fail due to poor prioritization, lack of traffic or incorrect significance. Serious CRO is not random A/B — it is a framework.
Request a quote →What is included · CRO framework
Six components of a complete CRO framework.
CRO is not "testing red vs green buttons". It is 6 components: research + hypotheses, ICE prioritization, A/B test infra, server-side attribution, analytics, executive reporting. All with RevOps-friendly ownership.
Component 1 · research
Hypotheses + data + user research
Quantitative analysis (GA4, Hotjar, heatmaps) + qualitative (usability testing, user interviews). Generates 20-40 documented hypotheses with data source. Prioritized backlog.
Component 2 · ICE scoring
Impact × Confidence × Ease prioritization
ICE scoring (Impact × Confidence × Ease) on every hypothesis. Top 10 tests/quarter defined by data. No best practices without your own evidence. Transparent roadmap.
Component 3 · test infra
GrowthBook self-hosted + SDKs
Self-hosted GrowthBook (no external SaaS with data leak). JS/PHP/Python SDKs for your stack. Feature flags + targeting + mutual exclusion. Multi-variant experiments + Bayesian significance.
Component 4 · tracking
GTM server-side + event schema
Server-side GTM (cookieless) with documented event schema (ecommerce + B2B leads). Stape.io or Cloudflare Workers. iOS 17 resistant. Real revenue attribution, no vanity.
Component 5 · analytics
BigQuery + Looker dashboards
BigQuery as unified data warehouse (web + CRM + ads). Looker dashboards with conversion by channel, segment, persona, LTV cohorts. Reusable query templates. Zero manual spreadsheets.
Component 6 · reporting
Monthly win-rate + learnings
Monthly executive report with tests run, win-rate, validated lift, estimated revenue impact, learnings + new hypotheses. Quarterly retrospective with stakeholders.
ICE framework · cronuts methodology
ICE framework. 4 tests/month minimum. Win-rate ≥ 25%.
Every hypothesis is prioritized with ICE scoring (Impact × Confidence × Ease). Tests run in GrowthBook with Bayesian significance. Validated win-rate ≥ 25% or retainer extended at no cost. Zero random A/B tests.
- Impact score · 1-10 based on revenue potential (historical data)
- Confidence score · 1-10 based on prior evidence (quant + qual)
- Ease score · 1-10 based on dev effort and required traffic
- Bayesian significance 95% via GrowthBook (not frequentist)
- Guardrail metrics · non-degradation monitoring (NPS, SEO)
- Minimum sample size calculator · required traffic pre-test
- Mutual exclusion · avoid contamination between parallel tests
- Test lifecycle: hypothesis → mockup → QA → live → analysis → docs
6 winningest test categories
-
01
Top 1
Value props + headlines
-
02
Top 2
CTA language + placement
-
03
Top 3
Social proof + trust
-
04
Top 4
Form length + multi-step
-
05
Top 5
Urgency + scarcity
-
06
Top 6
Pricing + packaging
-
07
Optional
Visuals + UGC
-
08
Optional
Mobile-specific
6-month minimum retainer
CRO is not a one-shot project. Tests require enough traffic + significance + accumulated learnings. Minimum 6 months for stable impact. Renewable quarterly retainer with break-clause if no result.
How we work
Three phases. Infra in 30 days. Monthly cadence.
CRO audit + infra deploy in 30 days. Cadence 4+ A/B tests/month from month 2. Monthly executive report with win-rate + revenue impact. Renewable quarterly retainer.
Phase 01 · Audit + infra
Hypotheses + GrowthBook live
GA4 + Hotjar + CRM audit to generate 20-40 documented hypotheses. Deploy self-hosted GrowthBook + server-side GTM. ICE scoring top 10 tests quarter 1. Sample size calculator signed off.
Phase 02 · Monthly test cadence
4+ A/B tests/month + analysis
Running 4+ A/B tests/month with Bayesian significance. Mockups + pre-launch QA. Post-test analysis in < 48 h. Learning docs. New hypotheses based on wins + losses. Guardrail metrics monitoring.
Phase 03 · Reporting + scaling
Monthly win-rate + squad
Monthly executive report with win-rate, validated lift, estimated revenue impact, learnings. Quarterly retrospective with stakeholders. Option to scale to premium squad with dedicated consultant + analytics + email marketer.
Real cases · CRO B2B and DTC
CRO with validated win-rate and revenue attribution.
Eninter: multi-step form CRO + trust signals. Win-rate 38%. Qualified MQLs +32%.
JAX: product pages CRO + pricing table. 14 tests/6m, win-rate 31%. +38% conv.
Grup Olivé: booking flow CRO + ethical urgency. Win-rate 44%. Bookings +42%.
CRO truths 2026
Six things your previous CRO consultant winged.
Generic best practices lie. Your data tells you what to test, not a blog post.
A/B without sample size = statistical garbage. Calculate required traffic pre-test.
Frequentist 95% significance misleads you. Bayesian is more honest and faster.
Guardrail metrics are mandatory. Lifting conversion while tanking NPS = losing.
CRO without server-side attribution = optimizing on fake data. iOS 17 lies to you.
Tests that "lose" teach you the most. Document losses, don't hide them.
Verified reviews · CMOs and product managers
CRO that converts with method, not guesswork.
Frequently asked questions
What CMOs and product managers ask us about CRO.
How much does a CRO retainer cost?
How much traffic do I need to run A/B tests?
Why self-hosted GrowthBook and not Optimizely or VWO?
How long until CRO results show?
What is "win-rate ≥ 25%"?
What are "guardrail metrics"?
Do you also test losing tests?
How does it connect with other services?
CRO audit · free · 7 days
CRO audit with 10 ICE hypotheses.
We analyze your GA4 + Hotjar + CRM to detect conversion levers. Executive document with 20-40 documented hypotheses + top 10 ICE-prioritized + lift estimate. If there are no opportunities, we tell you before signing.