Sound familiar?
- You pay for traffic through Google Ads or Meta, but few visitors enquire or buy.
- Your contact or checkout form has a high drop-off and you don't know why.
- Changes to the website are made on opinion rather than evidence.
- Mobile visitors convert far worse than desktop.
- You ran an A/B test once and the result was inconclusive.
- Your landing pages do not match the ads that send people to them.
Key facts
- CRO starts from £195 a month + VAT, monthly, cancel with notice.
- We start from data: GA4 funnels, heatmaps, session recordings, form analytics and customer feedback.
- Google retired its free Optimize testing tool on 30 September 2023, so testing now runs in third-party tools.
- Microsoft states that since 31 October 2025 Clarity needs a valid consent signal for visitors from the UK, EEA and Switzerland.
- Tests need enough conversions to read; on low-traffic sites we use research and sequential changes instead.
- We will not promise a conversion rate uplift; we report what each test showed.
What CRO is, and why it comes before more ad spend
Conversion rate optimisation means getting a bigger share of your existing visitors to take the action you want: enquire, book, call or buy. If you pay for every click, improving conversion lowers the cost of every lead without spending a penny more on ads.
dijitul marketing runs CRO from £195 a month + VAT. Each month we research, test, measure and report. It is a process, not a redesign. Small, well-chosen changes that are measured properly tend to beat big rebuilds made on opinion.
Research before testing
Good tests come from evidence. We gather it from several places:
- GA4: funnel explorations showing where people leave, split by device, channel and landing page. Note that Google's Analytics Help says explorations are limited by your data retention setting of 2 or 14 months on standard properties.
- Heatmaps and session recordings: tools such as Microsoft Clarity or Hotjar show where people click, how far they scroll and where they get stuck. Microsoft's documentation says Clarity has enforced consent signals for UK, EEA and Swiss visitors since 31 October 2025, so we connect it to your consent banner properly.
- Form analytics: which field people abandon on.
- Voice of the customer: short on-site polls, sales team feedback and review themes.
From that we write a backlog of hypotheses: 'Because we saw X, we believe changing Y will cause Z, measured by W.'
Running A/B tests properly
Google retired Optimize, its free testing tool, on 30 September 2023. Testing now runs through third-party tools such as VWO, Optimizely, Convert or your ecommerce platform's own features. Tool licences are paid to the provider; we will recommend one that fits your traffic and budget.
A test needs enough conversions in each version to tell a real difference from noise. Before starting, we estimate how long it will need to run. We fix the success metric in advance, run tests for whole weeks to cover weekday and weekend behaviour, and do not stop early because one version looks ahead after two days. If a site does not have the traffic to test, we say so and use research-led changes with before-and-after measurement instead.
Where the quick wins usually are
- Message match: the landing page headline repeats the promise in the ad that brought people there.
- Forms: fewer fields, clear labels, phone number optional where it can be, and errors explained in plain words.
- Mobile: tap targets big enough for thumbs, click-to-call visible, nothing important hidden behind a menu.
- Trust: prices or price guides where possible, accreditations you genuinely hold, real photos and clear contact details.
- Speed: heavy images and scripts slowing the first screen on phones.
- Checkout: guest checkout, delivery costs shown early, and payment options your customers expect.
Page-level work is covered in more detail on our landing page optimisation page.
CRO for lead generation sites
Much CRO advice is written for online shops, but most small businesses want enquiries and calls rather than baskets. That changes what we measure and test. A lead generation site needs to track form submissions, click-to-call taps, email clicks and booking completions as separate key events in GA4, and ideally whether those leads became customers, by importing outcomes from your CRM.
The tests change too. On a service site the biggest gains often come from making the next step feel easier and safer: a short form with only the fields you truly need, a clear statement of what happens after someone submits it, a phone number that is easy to tap, and honest information on price. A quote form that asks for twelve fields before anyone has spoken to you will lose people who would happily have picked up the phone.
Measuring the result
CRO is only as good as its measurement. Before testing, we check that key events in GA4 and your ad platforms record real enquiries and sales, not page views. If they do not, we fix that first through conversion tracking.
Each monthly report lists the tests run, the result for each version, the confidence level and what we will do next. Losing tests are reported too, because knowing what does not work saves you from building it. We will not promise a specific uplift. We will make sure every change is measured honestly.
What you get
- A conversion audit of key pages and funnels in GA4
- Heatmap and session recording set-up with consent signals passed correctly
- A prioritised test backlog with written hypotheses
- A/B or multivariate tests on pages, forms and calls to action
- Copy and layout changes for tests, briefed or built
- Form and checkout friction review
- A monthly report: tests run, results, confidence and next tests
How it works and what it costs
Google Ads management from £150 a month, social media management from £125 a month and email marketing from £95 a month, all + VAT. Ad spend is separate and paid to the platform. No long contracts.
Free review
We look at your current ads, social, email and analytics, or your plans if you are starting out, and tell you plainly what we would change.
Plan and price
You get a written plan with targets, budgets and a fixed monthly fee before anything starts.
Set up properly
Tracking and consent first, then campaigns, audiences, content calendars or email flows, all in accounts you own.
Run and improve
We manage it every week: search terms, bids, creative, posts and tests, cutting what does not pay and doing more of what does.
Report in plain English
A monthly report on leads, sales and cost per result, not vanity numbers, with what we will do next.
Frequently asked questions
How much does CRO cost?
dijitul marketing runs conversion rate optimisation from £195 a month + VAT, billed monthly with no long contract. Testing tool licences, if needed, are paid directly to the provider and are separate from our fee.
How much traffic do we need for A/B testing?
Enough conversions in each version to tell a real difference from chance. Low-traffic sites may need weeks per test or may not be able to test at all. In that case we use research-led changes and measure before and after.
What replaced Google Optimize?
Google retired Optimize on 30 September 2023 and did not launch a direct replacement. Testing now uses third-party tools such as VWO, Optimizely or Convert, with licences paid directly to the provider.
Do heatmap tools need cookie consent?
Generally yes for tools that set cookies or record sessions. Microsoft says Clarity has required valid consent signals for UK, EEA and Swiss visitors since 31 October 2025. We connect it to your consent banner.
Will you redesign our website?
Not as part of CRO. We test specific changes to pages, forms and calls to action. If a full rebuild is needed, our sister company dijitul web design handles website projects.
How soon will we see results?
Research and the first test usually take the first month. Each test then runs until it has enough data. We won't promise a figure, but you will see every result reported clearly each month.
Related
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