Conversion Strategy (CRO) — from data to real sales

We design, test, and implement changes that remove friction in the user experience and increase conversions throughout the customer journey — from first visit to repeat purchase.

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Scalable approach

Continuous experimentation program (A/B, personalization), supported by strict measurement and reporting.

Efficient frameworks

We work with LIFT (Value, Relevance, Clarity, Anxiety, Distraction, Urgency) and prioritize with PIE/PXL.

Integrations and data

GA4 + Google Tag Manager, CRM (Salesforce/HubSpot), behavioral analysis (Clarity/Hotjar), reports and dashboard.

What does the service include

  1. 1

    Diagnosis and measurement

    • Audit of analytics: GA4 configurations, events/parameters, key events (conversions), DebugView, attribution.
    • Upgrade of Tag Manager: data plan (Data Layer), unified events, validation.
    • Building of functions and micro-conversions: click to CTA, scroll depth, adding to cart, started checkout.
    • Configuration of dashboard (Looker Studio for KPI and speed of experiments.
  2. 2

    Behavioral and UX analysis

    • Heuristic evaluation by NN/g + LIFT on key screens (listings, product pages, forms, checkout).
    • Search for friction through session recordings and heatmaps (rage/dead clicks, drop-offs, scroll gaps).
    • E-commerce specifics by benchmarks (forms, addresses, delivery/payment, errors and validations).
  3. 3

    Hypotheses and prioritization

    • Formulation of hypotheses by LIFT: value proposition, relevance, clarity, reduction of anxiety/distraction, urgency.
    • Prioritization with PIE/PXL: Potential × Significance × Ease + diagnostic criteria.
    • Roadmap of experiments with expected effect and required traffic/time.
  4. 4

    Experiments and implementation

    • A/B/n and multivariate tests with planned sample size, SRM checks and stop criteria.
    • Personalization by segments (source of traffic, intention, behavior, audiences from CRM).
    • Version management, QA, release and measurement of subsequent „real-world“ impact.

Techniques and methodologies we apply

UX/Psychology

  • NN/g 10 heuristics: status, match with the real world, control and freedom, prevention of errors and others.
  • Fogg Behavior Model (B=MAP): motivation × ability × trigger.
  • Hicks Law CRO: less choices → faster decisions; structure steps and options.
  • Cialdini principles CRO: social proof, authority, scarcity, consistency, reciprocity, empathy.

E-commerce focus

  • Optimization of checkout and reduction of abandoned carts.
  • Shortening and simplifying forms, contextual errors and validations.
  • Tests on offers: bidders, free delivery thresholds, guarantees.

Measurement and attribution

  • GA4 key events/conversions; implementation through GTM and data plan (Data Layer).
  • Attribution (data-driven, last-click) according to the sales cycle.
  • Behavioral analysis: heatmaps and recordings for identification of friction.

Example initiatives for quick growth

  • Improvement of value proposition and headline/hero copy (clarity + relevance).
  • Optimization of navigation and search (Hicks Law CRO, clear paths).
  • Social proof: reviews, ratings, customers/media, UGC.
  • Checkout: fewer fields/steps, micro-validation, standardized addresses and deliveries.
  • Forms: progressive disclosure, masks on fields, messages about errors in context.
  • Personalization by intention: first visit vs. returning, source of traffic.
  • Offers and offers: bidders, free delivery thresholds, guarantees/return.
  • Messages about urgency/scarcity (ethical application).
  • Retargeting on abandoned carts (on-site + email/ads) synchronized with CRM. with CRM.
  • Core Web Vitals and speed (predictor for drop-off on mobile).

Process of work

  1. 1

    Discovery

    Business goals, audiences, functions, systems; access to data.

  2. 2

    Measurement plan

    GA4/GTM plan, events and key events, dashboards.

  3. 3

    Analysis

    UX/LIFT audit, recordings/heatmaps, quantitative analysis by channels.

  4. 4

    Hypotheses and prioritization

    Backlog by PIE/PXL with expected impact and requirements.

  5. 5

    Experiments

    A/B/MVT, SRM checks, power/duration, QA and release.

  6. 6

    Adoption and scaling

    Implementation of winning variants, knowledge and repeatability.

Deliverables

  • Одитен доклад (аналитика + UX) и приоритизиран план на инициативи.
  • Full tracking plan: events, parameters, key events, attribution.
  • Library of experiments (hypothesis → result → solution).
  • Monthly/quarterly reports for growth of KPIs and learned lessons.

Privacy and compliance

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