Conversion rate optimization (CRO)
You do not have a traffic problem. You have a problem with what happens next.
If your conversion rate is under 2% — or you do not know it by channel, by device, by page — you are leaving money on the table every day. CRO is the work of finding where the funnel breaks. And fixing it. I have been doing it since 2005, on the numbers, not on opinions.
01
WHY
WHY
Raising the ad spend on a leaking funnel is like pouring water into a bucket with holes.
More budget, more SEO, more posts: all useless if the site loses sales at the decisive moments. CRO closes the holes in the bucket, and changes the arithmetic of your business. Taking the conversion rate from 1% to 2% doubles the revenue — on the same traffic, without touching the media budget by a euro. It is not theory: it is funnel arithmetic. And if you convert at 1% and spend €10,000 a month on advertising, every point of conversion you recover is worth another €10,000 of revenue.
“It is easier to double your business by doubling your conversion rate than by doubling your traffic.”
— Bryan Eisenberg
Where the sale is lost, precisely.
Traffic arrives, and then vanishes at five points that are always the same. The product page that does not answer the questions of someone about to buy. The checkout with one step too many. The site that keeps people waiting on mobile and loses whoever decides from a phone. Trust that is never built — reviews, guarantees, returns, everything that removes the last-second doubt. And the right message said at the wrong moment.
These are not five different problems: they are five points on the same funnel, and each one has a number attached.
Before touching anything, we find out where it breaks today.
No restyling on a hunch. It starts from the data, on three levels. Quantitative: GA4, the purchase journey, checkout abandonment, conversion by channel and by device. Qualitative: heatmaps, session recordings, click maps — where people stop, where they go back, where they give up. Technical: real speed and Core Web Vitals, because on mobile slowness is the number one cause of abandonment.
A premise few people state: in our experience 80% of analytics setups do not tell the truth. So the first job is putting the data back in order — otherwise you are optimizing blind.
MORE SALES, SAME TRAFFIC
The same traffic, more conversions.
Infonet SolutionsInfonet Solutions
Digital identity as a strategic asset in enterprise ICT.
Read the case →
Terme di Torre CanneTerme di Torre Canne
Two audiences, one site. And 247 conversions at a CPA of €8.62.
CuoieriashopCuoieriashop
A historic workshop turned into a landmark digital case.
02
LEVERS
THE LEVERS WE WORK ON
Five levers, each with a number attached.
01
Product page (PDP)
Information hierarchy, proof of trust, content that reduces uncertainty.
02
Checkout
Less friction, fewer steps: this is where the value of your advertising burns.
03
Trust signals
Reviews, guarantees, returns, security: they remove the doubt at the last click.
04
Performance
Speed and Core Web Vitals: speed is not a technical topic, it is conversion.
05
Message and microcopy
The right word in the right place, tested, not improvised.
→
The advantage
Same traffic, more revenue. CRO is the only lever that grows orders without raising the acquisition budget.
03
METHOD
THE METHOD, WITHOUT THE A/B TEST “RELIGION”
You test where it makes sense. You keep only what pays.
01
Scenario
We start from the data and define where the funnel loses most, and what recovering it is worth.
02
Trials
We prototype fast solutions at the high-impact points: PDP, cart, checkout, landing pages.
03
Tests
A/B tests where they genuinely make sense, with statistical significance. We do not test out of fashion.
04
Rollout
Controlled release and before/after measurement: we keep only what moves the numbers.
CASE STUDY · FASHION B2C
+28% conversions. +40% on mobile. Ad budget: unchanged.
Cuoieria — a Florentine leather goods house since 1955 — was bringing traffic, but part of it was being lost between the product page, the checkout and trust that was not built strongly enough. No extra campaigns: we ran a CRO audit and worked on the points where the funnel was giving way. Product pages made clear, purchase journey simplified, trust signals in the right place, microcopy rewritten.
The result: +28% overall conversions, +40% on mobile. All without changing the ad budget by a euro. That is the difference between buying more traffic and making the traffic you already have pay.
04
COMPARISON
ONE COSTS FAR LESS
Two roads to more revenue. One costs far less.
Fixing the funnel
Raising the ad spend
The cost
Same budget
You spend more
The traffic
The traffic you have
You buy more of it
The waste
It closes
It gets amplified
The margin
Better protected
Eroded by CAC
Over time
It compounds
Rent you keep paying
05
EVIDENCE
THE ARITHMETIC, WITH REAL NAMES
We measured it. We can measure you too.
MEDICAL B2B
CFS
Checkout simplified and journeys reworked on behavioral data.
+120%
conversion (1.14% → 2.51%)
GARDEN · B2C/B2B
Peragashop
Variants corrected and the purchase journey optimized across 60,000 products.
+50%
conversion
LEATHER GOODS · B2C
Via Verdi
Klaviyo automations: welcome, post-purchase, win-back.
↑
repeat orders growing from the first months
06
DOUBTS
FREQUENTLY ASKED
Got doubts?
Why CRO instead of raising the advertising?
Because it changes the unit economics: more orders on the same sessions, more margin on the same budget. Raising the ad spend on a leaking funnel only amplifies the waste.
How long before results show?
The first wins usually in 2–4 weeks, the structural optimizations in 6–12. It depends on traffic and the volume of data available.
How do you measure?
Conversion rate, average order value (AOV), revenue per session, abandonment rate, checkout speed. No “pretty metrics”: numbers that move revenue.
Is it risky? What if a test goes badly?
No: every change is reversible. It is released in a controlled way, measured before and after, and if it does not work you roll back.
Where do you start?
From a funnel audit and from checking that the data is clean. Then we decide what is worth recovering first.
Before any quote, we tell you
what a point of conversion is worth to you.
Send us your monthly traffic, your current conversion rate and what you spend on advertising: we will run the free analysis and show you, in euros, what you are leaving on the table. And if the numbers say the problem is not CRO but something else — the product, the price, the wrong traffic — we will be the first to tell you. Twenty years of craft are also for not selling you the wrong lever.