You can’t change the weather, and trying to change an acronym’s meaning is akin to talking about alternative facts. However, we have a slightly unique approach to CRO.
The big problem with the idea of Conversion Rate Optimization is that rates are terrible metrics. They don’t account for a whole host of other factors. A high conversion rate with low traffic is objectively worse than a terrible conversion rate with huge traffic—from a revenue perspective, anyway. And mostly, revenue is what we end up caring about.
So, conversion rate optimization is fraught with problems, tiger pits, venomous snakes—a bad thing nobody should care about.
But here’s where you can see the devilish twinkle in our eye: how about Conversion Revenue Optimization? Same CRO, but now without the baggage.
That’s how we think about this project. If growth marketing is all about finding good customers, CRO is all about helping those good customers check out with more success and larger orders.
That means we think about bundling, upsells, cross-sells—heck, we even think about updating UX and navigation. We think about product copy and product imagery. There is not much, to be honest, that we don’t think about when we think about CRO.
We focus on impactful, growth-driven strategies that bring significant changes to our clients' bottom line. While A/B testing for button colors and similar elements can be useful, we find greater value in more substantial optimizations. We favor larger swings informed by brand and best practices, ensuring that every move we make has a noticeable effect. We prioritize the most lucrative opportunities and leave the low-level A/B testing for Klaviyo flows and popups.
Our Shopify CRO service focuses on making progressive changes to the ecommerce user experience based on a clear understanding of current and desired future states. What this means is that we care a lot about how people are converting now, where they click, what they add to cart—and then how we can change that behavior by introducing offers, clearer navigation, handling objections, adding social proof, or any of the other levers in our admittedly large and heavy toolbox.
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