Tangensys • Plan, deliver, measure
Conversion rate optimisation
Find the obstacle before choosing the experiment. Combine reliable analytics with a review of the actual buying or enquiry journey.
The work to plan together
A scope shaped around this requirement.
- Analytics and behaviour reviewScope
- Hypotheses and test planReview
- A/B testsCheck
- Be foundSearch, maps and AI answers
- Be chosenClear pages and offers
- EnquiryCall, WhatsApp or form
- Follow-upYour team responds
In short
What does Conversion rate optimisation involve?
Conversion rate optimisation finds why visitors leave without enquiring or buying, and tests changes to pages, forms and offers.
When Conversion rate optimisation is a useful fit
Sites with traffic but few enquiries
Check whether the offer, evidence and contact route match the visitors arriving.
Stores with high abandonment
Inspect product choices, delivery information and checkout friction before proposing tests.
Ad campaigns with weak landing pages
Compare the landing-page promise with the ad and verify the conversion event first.
Problems worth addressing first
Use these situations to identify the work that deserves attention before expanding the scope.
- Forms are abandoned
- Visitors do not reach key pages
- Changes are made on opinion, not data
A practical example
If visitors start a quote form but abandon it at the budget question, test a simpler question or an optional description rather than changing the entire website.
This is an illustrative scenario to explain the approach, not a claimed client project.
The work we can include
The final quote identifies the deliverables, quantities, approvals and exclusions. Select the work that serves your goal rather than assuming every item is required.
- Analytics and behaviour review
- Hypotheses and test plan
- A/B tests
- Results and roll-out
Where we usually begin
Experiments need adequate traffic, clear hypotheses and agreed success criteria. On smaller sites, usability fixes may be more useful than claiming statistical test results.
Practical detail
A hypothesis with a decision rule
An illustrative service-page test asks whether clearer suitability information reduces unsuitable enquiries. More submissions alone would not prove that the change helped the business.
| Part of the work | Example output | How to review it |
|---|---|---|
| Hypothesis | Clarifying who the service fits will improve enquiry suitability | The change targets one observed customer problem. |
| Primary measure | Suitable enquiries from the same defined visitor population | The qualification rule is agreed before the test. |
| Guardrail | Submission errors and loss of suitable enquiries | An apparent gain does not hide a broken form or poorer lead quality. |
| Decision record | Test conditions, evidence, uncertainty and next action | A small or inconclusive result is not promoted as a proven winner. |
Low-traffic sites may first benefit from usability tasks, form checks and sales feedback. Before/after comparisons can guide investigation but are affected by seasonality, campaign mix and other changes.
Improve the decision before changing a button colour
Conversion work investigates why relevant visitors do not complete the intended action. Unclear scope, missing trust information, unsuitable traffic or a broken form can matter more than visual details. Start with the journey and the evidence available.
Choose one question to investigate. For example, do visitors understand the offer but abandon a long form, or are they arriving for a service you do not provide? Those situations need different changes. Record a baseline with a consistent denominator and outcome definition.
Review practical usability and technical failures before running an experiment. A comparison needs sufficient data and comparable conditions to support a conclusion. Where traffic is limited, qualitative review can guide a change without claiming statistical proof.
Free growth review
Start with a clear scope and a practical next step.
Tell us what you want to improve and share the relevant website or project details. We will review the starting point, recommend a suitable scope and provide a custom quote.
The initial review is free. Delivery, third-party charges and ongoing support are quoted separately.
Process
How the work is delivered
Review the starting point
Review the current setup, examples of the problem and the information needed to agree the work.
Agree scope and sign-off
We identify the bottleneck in the customer journey and review the available evidence. The plan separates the changes worth making now from ideas that need further validation.
Deliver and review
Delivery follows an agreed scope and approval process. Reporting explains what changed, what the data supports and where further work or measurement is needed.
Hand over the next steps
Review the agreed outputs together. Confirm what your team maintains and what needs a separate ongoing arrangement.
What progress should mean
Measures that match the work
Measure the agreed conversion rate with a consistent denominator, then check lead quality. A higher form completion rate is useful only if it brings suitable enquiries.
A record of delivery
See what was completed, reviewed and still dependent on access or approvals. Project delivery and business results are reported separately.
Clear limits in the data
We explain what can be verified and where a result is only an estimate. Contact clicks, conversations and sales are different actions.
Scope and responsibilities
You keep ownership of your business accounts and approved deliverables under the agreed contract. Any third-party licences, subscriptions or usage fees are identified before you commit.
Can conversion optimisation help a low-traffic website?
Yes, through usability review, clearer content and repaired contact journeys. Small traffic volumes may not support reliable split-test conclusions. We can separate evidence-based improvements from experiments and avoid presenting a handful of submissions as a proven percentage uplift.
What if we have too little traffic for a reliable test?
Use task reviews and diagnostic evidence first. We can agree a focused improvement and monitor it without claiming an experiment proved causation.
Can CRO focus on lead quality instead of form volume?
Yes. Define suitability with the sales team and connect it to reliable records; contact clicks and unqualified submissions remain separate measures.
How much traffic do tests need?
Enough to read results; for small sites we use best-practice changes and monitor.
How is Conversion rate optimisation priced?
We quote against your goals, current setup and agreed scope. The quote separates delivery from third-party costs and ongoing support. You receive a custom quote within 2 working days.
How long does the work take?
The timeline follows the size of the agreed scope, access, content and approvals. We confirm milestones in the quote; a simple change and a full implementation need different schedules.
How will we communicate?
Your point of contact agrees a review rhythm with you. We use email, WhatsApp and scheduled calls, with decisions and scope changes recorded clearly.
What do you need to get started?
Share your current website or system, your main goal and examples of what is not working. We then agree the access and information needed for discovery.
Is everything included in the free review?
No. The free initial review helps define the next step. Detailed research, design, implementation and ongoing support are included only when stated in your quote.
Explore the related services
Let’s agree the right next step.
Tell us your goals and current setup. We’ll recommend a practical starting point and provide a custom quote.
Custom quote within 2 working days