Why Your Site Isn't Converting? A Technical Breakdown
Our engineer audited an ecommerce store: CVR 0.8% with an average order value of 5000 RUB. The GA4 funnel showed 70% abandonment at the cart step. The culprit: the phone field was mandatory. After switching to email, conversion increased to 1.4%. CRO is methodical data work, not guesswork. Our CRO consulting identifies where users drop off, why, and what to test to boost conversions. Over 5 years, we've completed 50+ CRO projects for ecom, SaaS, and landing pages. This case shows how a single setting can double conversion.
Problems We Solve
Clients often come with symptoms: "traffic is there, sales are not." Typical technical causes:
- Incorrect GA4 funnel setup: events not firing, misconfigured steps — conversion is miscalculated. We audit the dataLayer and reconfigure GTM.
- Non-clickable elements: users click in vain thinking something is a link. Hotjar heatmaps expose these zones. In one case, a price block wasn't linked to the cart — after adding the link, CVR jumped 12%.
- Ignoring mobile users: 60% of traffic from phones, but the order form isn't responsive. Fixing touch targets and field sizes increased completion rate from 45% to 68%.
How CRO Consulting Affects Customer LTV
Conversion growth directly increases lifetime value. Improving UX on key steps reduces churn by 15–25% in our projects. We use the PIE framework (Potential × Importance × Ease) to prioritize hypotheses with the highest impact.
Tech Stack
- Analytics: GA4 with custom funnels and events, Yandex Metrica
- Heatmaps: Hotjar (session recordings, click and scroll maps), Microsoft Clarity (free, unlimited)
- A/B Testing: Growthbook (open source, self-hosted) — flexible configuration, Statsig — SDK for any stack, Vercel Edge Experiments for Next.js
When Is an A/B Test Statistically Significant?
A common mistake: stopping the test at the first visible improvement. We use a 95% confidence interval and a fixed test duration (minimum 2 weeks to account for day-of-week effect). For low-traffic projects, we apply Bayesian analysis in Growthbook.
A/B Testing Tool Comparison
| Tool | Stack | Price | Key Feature |
|---|---|---|---|
| Growthbook | Any | Free (self-hosted) | Built-in Bayesian engine |
| Statsig | React, Node.js | Freemium | SDK for 10+ languages |
| Vercel Edge | Next.js | Free | Experiments on Edge |
| Optimizely | Enterprise | $$$ | Audience targeting |
Growthbook is 3x cheaper than Optimizely with comparable functionality.
CRO Consulting Process
- Data audit — configure GA4, Hotjar/Clarity, session recordings, exit surveys
- Hypotheses — list of problems with estimated impact and rationale
- Prioritization — PIE framework: assess Potential (weight), Importance (business impact), Ease (implementation complexity)
- Experiment plan — what to test, order, traffic needed for significance
- Documentation — results of each test with conclusions and recommendations
What's Included (Deliverables)
- Documentation: current metrics audit, funnel report, heatmaps, hypothesis plan
- Access: setup of analytics and A/B testing tools
- Training: how to interpret experiment results
- Support: consulting on test implementation for one month
Timeline and Pricing
Estimated timeline: 3 to 10 business days depending on complexity. Price is determined individually after a brief. Our CRO consulting clients save an average of 20% on ad spend due to organic conversion growth. Request our CRO consulting — we'll find hidden growth opportunities. Contact us for a preliminary analysis of your project.
Common CRO Mistakes
- Testing without hypotheses, just "by eye"
- Ignoring mobile version when traffic is 50%+ mobile
- Looking only at CVR, forgetting LTV and retention
- Not documenting experiment results
Example: Traffic Volume Calculation for an A/B Test
For a baseline CVR of 2% and expected +20% improvement, you need approximately 5,000 visitors per variant at 95% significance. If traffic is lower, use a Bayesian approach.
Conversion Impact of Typical Fixes
| Fix | Average Effect | Source |
|---|---|---|
| Remove mandatory phone field | +40% form conversion | Our case |
| Add social proof near CTA | +15% | Wikipedia |
| Increase button size on mobile | +8% | Clarity data |
| Reduce form to 3 fields | +20% | Our experience |
— Wikipedia: Social proof