Who this is for
Sites with enough traffic to learn from: typically a business running Google or Meta ads, or one with steady organic traffic, whose enquiry rate has flattened. If your site gets a few hundred visitors a month, full A/B testing will not reach significance; in that case I do the audit and the fixes, and skip the tests until traffic justifies them. I will tell you which situation you are in before quoting.
What CRO includes
- Funnel analysis in GA4: where visitors enter, where they leave and which segments convert (device, channel, landing page, location).
- UX audit of the key pages against a fixed checklist, with screenshots and prioritized fixes.
- Landing page optimization for ad traffic: message match, offer clarity, form length, trust elements and mobile layout.
- Form and checkout optimization, including field reduction, error handling and WhatsApp as an alternative path.
- Heatmaps, scroll maps and session recordings on the pages under review.
- A/B and multivariate testing with a written hypothesis, a minimum sample and a decision rule for each test.
- Call-to-action placement and copy testing across the site.
- Monthly summary of what was changed, what was tested and what the enquiry rate did.
Funnel analysis: finding the leak before touching the page
CRO fails when it starts with the button colour. I start with the funnel. For a lead-generation site that means five stages: landing, engaged (scrolled or spent time), reached the contact point, started the form or WhatsApp chat, submitted. GA4 gives the counts for each stage by channel and device, and the drop between two stages tells me where to look. A landing-to-engaged drop is a message or speed problem; an engaged-to-contact drop is a page structure problem; a started-to-submitted drop is a form problem. For eCommerce the same logic applies from product view to cart to checkout to purchase.
Correct data is a precondition. If the stages are not tracked, the first job is under analytics and tracking, and I will not quote CRO work until the numbers exist.
UX audit: what I check on every page
- Above the fold on a phone: can a visitor tell in five seconds what this is, who it is for, why you and what to do next?
- Message match: does the page repeat the promise in the ad or the search result that brought the visitor here?
- Speed and stability: load time on a mid-range Android on mobile data, layout shift while loading, and whether the CTA is reachable before the page finishes.
- Trust: real photos, named people, client logos with permission, reviews, physical address and a phone number that works.
- Friction: forms asking for information you do not need, CAPTCHAs on every step, pop-ups that cover the CTA, chat widgets that load before the content.
- Path clarity: one primary action per page, secondary actions visibly secondary, and nothing that sends the visitor back to the homepage.
- Nepal-specific: WhatsApp as a first-class option, Nepali language where the audience expects it, pricing shown in NPR, and mobile-first everything, since most local traffic is mobile.
The audit is delivered as a scored document with fixes ranked by expected impact and effort. Many clients implement the top ten fixes and see the enquiry rate move before any test is run.
A/B testing: how I decide what to test and when to stop
- Hypothesis from data. Every test starts with an observed problem (for example, 70% of mobile visitors never reach the form) and a specific change expected to fix it.
- One change per test on the pages with enough traffic, so the result can be attributed.
- Sample size fixed in advance. I calculate the visitors and conversions needed before starting and do not stop early because a variant “looks” ahead.
- Run for whole weeks to cover weekday and weekend behaviour.
- Decision rule written down. Winner ships, loser is documented, inconclusive tests are redesigned rather than rerun.
Tools depend on the site: Google Analytics experiments have been retired, so I use a lightweight testing tool or server-side variants on WordPress, and for ad landing pages I often test whole page variants through the ad platform’s split traffic.
Landing pages for paid traffic
Ad campaigns are where CRO pays back fastest, because every percentage point of conversion rate lowers cost per lead directly. In the Better Broking case study, landing page recommendations were part of a rebuild that took Quality Scores from an average of 5 to 8 and cut cost per acquisition by 35% in 60 days. If you need new pages rather than fixes to existing ones, that is PPC landing page design; if the site itself needs rebuilding, see web design and development.
How a CRO engagement runs
- Data check (week one): GA4 funnel, tracking verification, heatmaps installed.
- Audit (week two): UX audit and funnel report with prioritized fixes.
- Quick fixes (weeks three to four): implement the high-impact, low-effort items, usually on WordPress directly.
- Testing cycle (monthly, if traffic allows): one or two tests a month with results in the monthly summary.
- Review (quarterly): enquiry rate, cost per lead and what to work on next.
Pricing pointer
The audit and quick-fix phase is a fixed-price project; ongoing testing is a monthly retainer sized to how many pages and tests are in scope. Where CRO is bundled with Google Ads or Meta Ads management, landing page work is included in the ad retainer. Figures are on the packages page.
Next step
Send the URL of the page you send traffic to and, if you have it, GA4 access. I will reply with the three biggest leaks I can see and a quote for the full audit. Every other service is listed on the digital marketing hub.