Zaventra

D/00 · Conversion Rate Optimisation

Experimentation / CRO

A CRO program built on research, statistical honesty, and shipped wins

CRO is not a stack of one-off button tests. We run research-led experimentation programs through VWO, Optimizely, and Mutiny that prioritise the highest-leverage experiences, ship clean implementations, and respect statistical rigour.

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Qual and quant research Hypothesis backlog Statistical rigour Production-grade tests

D/01 · Overview

CRO as an engineering and research discipline

Most CRO programs stall because they jump straight from opinions to A/B tests. We start with research, build a prioritised hypothesis backlog, then run experiments with proper sample size planning, guardrail metrics, and engineering quality so wins survive contact with the real world.

Each engagement runs with a research lead, an experimentation strategist, and a front-end engineer. They own qualitative and quantitative research, hypothesis design, build, QA, analysis, and rollout, and align with product, brand, and growth on shared revenue targets.

D/02 · Scope

What's included in every CRO engagement

A complete experimentation program covering research, design, engineering, and analysis with no junior account managers in the middle.

  • Scope 01

    Research and insight system

    We combine analytics review, session replay, surveys, user interviews, and heuristic analysis into a structured insight library that feeds every hypothesis on the backlog.

  • Scope 02

    Hypothesis backlog and prioritisation

    Hypotheses are scored against expected impact, traffic, confidence, and implementation cost, so the program always works on the experiments most likely to move revenue.

  • Scope 03

    Experiment design and statistics

    Each test is designed with proper sample size, MDE, guardrail metrics, and stop rules, so results are statistically honest rather than declared early on a screenshot.

  • Scope 04

    Production-grade build and QA

    Experiments are built with clean code, accessibility checks, and cross-device QA, so winning variants can ship to production without rewriting hacky test code later.

  • Scope 05

    Personalisation and segmentation

    Where appropriate we layer in audience-level personalisation through Mutiny or platform-native tools, with the same research and statistical discipline as core A/B tests.

  • Scope 06

    Reporting and rollout

    Every test is written up with hypothesis, result, learning, and rollout decision, then summarised in a quarterly review that ties experimentation to revenue and roadmap.

D/03 · Platforms & Tooling

Experimentation and research tools we run

Hands-on experience across the leading experimentation, personalisation, and qualitative research platforms.

  • VWO
  • Optimizely
  • Hotjar
  • FullStory
  • Mutiny
  • Microsoft Clarity
  • Convert

D/04 · Delivery

How a CRO engagement runs

A four-phase rhythm that starts with research and ends with a steady, governed experimentation program.

01

Research and audit

We audit analytics, run heuristic reviews, session replays, surveys, and customer interviews, then synthesise insights into a structured library to inform the hypothesis backlog.

02

Backlog and instrumentation

A scored hypothesis backlog is built and reviewed with your team, while the experimentation tool, tracking, and QA workflow are stood up or repaired for production-grade testing.

03

Test, learn, ship

We run a steady cadence of experiments, analyse results with statistical rigour, and work with your engineering team to ship winning variants cleanly into production code.

04

Govern and scale

Quarterly reviews tie experimentation outcomes to revenue and roadmap, expand personalisation where it pays back, and align experimentation with product, brand, and growth.

D/05 · Best Fit

Where a CRO program pays back

Experimentation has the most leverage when traffic and revenue are large enough to support clean tests.

  • Ecommerce and DTC

    Mid-market and enterprise ecommerce brands with healthy traffic across PDP, collection, and checkout, where small uplift compounds quickly across a wide product catalogue.

  • SaaS and B2B

    SaaS, marketplace, and considered B2B businesses where pricing, signup, demo, and onboarding experiences directly impact pipeline quality and downstream activation rates.

  • Lead generation and services

    Service and lead generation businesses with consistent paid and organic traffic, where landing page and form experience improvements can shift cost per lead and pipeline value.

D/06 · FAQ

Conversion Rate Optimisation - common questions.

Practical answers to the questions buyers ask before they engage on conversion rate optimisation.

FAQ 01

How much traffic do we need to run a real CRO program?

Enough that key pages reach a meaningful number of conversions per week. For ecommerce that usually means hundreds of orders weekly on the pages being tested. For SaaS or lead generation, we focus on signup, pricing, and key activation events. If volume is too thin, we lean on research, design, and qualitative work first.

FAQ 02

How do you avoid breaking page speed and accessibility?

Experiment code is treated as production code. We avoid heavy client-side rewrites where possible, prefer server-side or feature-flag patterns when your stack supports them, and review every test for accessibility, Core Web Vitals impact, and brand consistency before launch.

FAQ 03

How do you handle losing or flat tests?

Losing and flat tests are written up with the same rigour as winners. Each result feeds the insight library and informs the next hypothesis, and we are explicit when a test is inconclusive rather than retrofitting a story onto noisy data. The goal is to compound learning, not just claim a win rate.

FAQ 04

Do you only optimise for short-term conversion?

No. Every experiment includes guardrail metrics covering revenue per visitor, downstream activation, refunds, and key retention signals where possible. We will not ship a variant that lifts a single CTA at the cost of revenue quality, brand trust, or core experience.

D/07 · Related

Other digital disciplines that pair well.

Most engagements combine two or three disciplines so the funnel is wired together end to end.

D/08 · Next step

Conversion Rate Optimisation

Ready to run CRO as a real research and engineering discipline?

Share your current site, analytics, and experimentation setup. We will respond with a focused diagnostic, the research and testing priorities we would attack first, and a clear view of what a senior-run CRO program would deliver.

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