The leak you can’t see is costing the most.
You thought your product was too expensive. The reality is that your checkout was just too difficult. Most sites lose their best customers somewhere in the gap between interest and the payment or enquiry page, and most owners are too busy at the cliff face, buried in the detail, to spot the crevasse the customer just fell into. Conversion rate optimisation is the work of finding that gap with evidence rather than opinion, then fixing the friction that is quietly taxing every sale you nearly made. A CRO consultant does not redesign on a hunch. They find where the money is leaking, and they stop it.
Customer-facing interfaces for recognised brands
The fix often pays for itself in weeks
Leaks found with evidence, not opinion
Checkout, funnel and enquiry-path forensics
Conversion-Engineered
Senior-Led Execution
It wasn’t the price. It was the checkout.
Owners reach for the comfortable culprits. The price is too high, the market is soft, the traffic is poor. Now and then they are right. Far more often the real thief is friction, sitting quietly in the path to buy or enquire, and the people falling into it are not the tyre-kickers. They are your best customers, the ones who genuinely wanted it, lost in a gap nobody noticed was there.
The reason it goes unseen is that you are too close to it. You built the path, so you cannot see the trap; you click through your own checkout on autopilot, half-watching, already knowing where every button is. The customer arrives cold, hits the same step, hesitates for one second too long, and leaves without a word. No complaint, no email. Just a number that never shows up, booked later as “a tough quarter”.
So we do not guess. We find the leak with evidence, your analytics, your session recordings, your funnel, not a checklist of best practice borrowed from someone else’s business, then fix the specific friction and measure whether the fix actually moved the money. Opinion is cheap. Your data is not.
The reason it goes unseen is that you are too close to it. You built the path, so you cannot see the trap; you click through your own checkout on autopilot, half-watching, already knowing where every button is. The customer arrives cold, hits the same step, hesitates for one second too long, and leaves without a word. No complaint, no email. Just a number that never shows up, booked later as “a tough quarter”.
So we do not guess. We find the leak with evidence, your analytics, your session recordings, your funnel, not a checklist of best practice borrowed from someone else’s business, then fix the specific friction and measure whether the fix actually moved the money. Opinion is cheap. Your data is not.
What is conversion rate optimisation?
Conversion rate optimisation is getting more of the visitors you already have to do the thing you want, buy, enquire, sign up, without spending another penny attracting them. Not guesswork, and not a redesign on a hunch. It is finding, with evidence, exactly where people abandon the path to that action, working out why, and removing the friction sending them away. A CRO consultant treats your funnel as a crime scene rather than a canvas: what did the data see, where did the buyers vanish, what quietly killed the sale. The payoff is recovering revenue you are already paying to very nearly earn, which is the cheapest growth there is.
Where do sites lose buyers?
Almost always in the same handful of places, and almost never where the owner expects. The checkout that demands an account before it will take an order. The form with one field too many and a label nobody understands. The mobile button just out of thumb’s reach. The shipping cost that ambushes them on the final screen. The enquiry page asking for a phone number a cautious buyer is not ready to surrender. None of these feels fatal on its own, and every one of them is, because the customer does not write in to complain. They simply leave, quietly, and you record it as the market being difficult.
How long does it take?
A focused audit, finding the leaks and ranking them by what each is actually costing you, takes a couple of weeks. The fixes vary wildly. Some are an afternoon, a single field removed or a button relabelled, and pay for themselves almost at once; others are a rebuild of a whole step and take longer. We start with the highest-cost, lowest-effort leak on purpose, because the fastest way to fund the work is to recover money this week rather than next quarter.
How we work.
We measure before touching a thing, because opinion is cheap and your data is not. Analytics, session recordings, funnel analysis and, where it earns its place, user testing, until the leaks are evidence rather than hunches. Then we fix in priority order, highest cost and lowest effort first, and test each change against a baseline so a “win” is a number, not a feeling. If a change does not move the metric, it does not stay. The person reading the data is the person making the fix.
Found, then fixed.
01. Find the leak
Where buyers drop out, and why, established from your data rather than a hunch. The crime scene, read properly before anyone touches the body.
Funnel & drop-off analysis
Session recordings & heatmaps
Analytics forensics
Friction & error mapping
02. Fix the friction
The specific repairs that recover the sale: the field that goes, the step that merges, the cost that stops ambushing people at the end. Targeted, not a teardown.
Checkout & form optimisation
UX & interface fixes
Mobile path repair
Trust & objection handling
03. Prove it worked
Every change tested against a baseline, so a result is a number you can bank, not a story you tell yourself. Win or revert, no ego in it.
A/B & multivariate testing
Baseline & measurement
Win or revert, no ego
Revenue, not vanity metrics
04. Interfaces that convert
When the fix is bigger than a tweak: customer-facing interfaces designed around the buyer, the same discipline behind front-ends for some genuinely demanding brands.
Customer-facing UX design
Enquiry & lead-path design
Accessibility, WCAG AA
Built for the buyer, not the brief
AI has never met your customers.
Ask a model how to lift your conversion rate and it answers instantly, confidently, and entirely in general. Move the button, add urgency, cut a field: sensible-sounding best practice drawn from everyone’s data except yours. Sometimes it is right. Often it is solving a problem you do not have while ignoring the one you do, and it will defend either with equal conviction, because agreeing well is precisely what it is built to do. Your leak is specific. It lives in your funnel, your customers, your one mislabelled step, and it shows up in your data or nowhere at all. We use the tools to read that data faster. We do not let them tell you what they have guessed you want to hear. Evidence beats a confident opinion, especially a borrowed one.
What you won’t get here.
No redesign sold to you on a hunch dressed up as expertise. No best practice lifted wholesale from a business that is not remotely yours. No vanity metric waved about while the revenue sits exactly where it was. No A/B test left running forever because admitting it failed is awkward. No opinion offered where a number would do the job. We find the leak with evidence, fix the one costing you most, measure whether it worked, and quietly take the change back out if it did not earn its place. The point is the money you nearly made, not the redesign we could have billed for.
Questions & Answers
What Does A CRO Consultant Do?
Finds where your visitors abandon the path to buying or enquiring, works out why with evidence, and fixes the friction so more of the traffic you already have converts. Not a redesign on a hunch, and not best practice copied from elsewhere. The job is diagnosis first, then targeted repair, then proof that it moved the revenue.
Isn’t This Just A Redesign?
No, and a redesign is often the most expensive way to avoid finding the actual problem. CRO is surgical: identify the specific steps losing buyers, fix those, and leave alone the parts that already work. Sometimes the answer is one field, not a new site.
Why Are My Visitors Not Converting?
Usually friction you cannot see because you are too close to it: a checkout that asks too much too soon, a confusing form, a mobile layout fighting the thumb, a cost that ambushes people at the end. The honest answer is that we do not assume, we find yours in your data before recommending anything.
How Do You Find The Leak?
With evidence, not opinion. Analytics to see where people drop out, session recordings and heatmaps to see how they behave, funnel analysis to quantify the cost of each leak, and user testing where it helps. The output is a ranked list of what is losing you money and how much, before a single change is made.
Will I Need More Traffic?
Usually not, and that is the point. CRO recovers revenue from the visitors you already have and already paid for, which is far cheaper than buying more of them only to lose the same proportion at the same broken step. Fix the leak first, then scale the traffic into something that holds it.
How Soon Will I See Results?
Often quickly. We tackle the highest-cost, lowest-effort leak first, and some of those fixes are an afternoon’s work that pays for itself within weeks. Larger structural fixes take longer, but the work is sequenced so the early wins help fund the rest.
Do You Optimise Enquiry Forms And Lead Generation, Not Just E-commerce?
Yes. A leaking enquiry path costs a B2B or services business exactly what a leaking checkout costs a shop, and it tends to be even less examined. Lead forms, quote requests and enquiry paths get the same evidence-led treatment.
You didn’t have a pricing problem. You had a checkout your customers couldn’t finish.
Find out what your funnel is leaking.
Most enquiries arrive with flat revenue and a suspicion that the trouble is the price, the market, or the traffic. A short call, and a look at the right numbers, is usually enough to point at where buyers are actually falling out, what it is costing, and which fix would pay for itself fastest. If your funnel is genuinely tight and the problem sits elsewhere, you will hear that too, plainly.