Conversion rate optimisation agency
Tangible is an independent Sydney digital agency. Our conversion rate optimisation (CRO) work starts with a practical question: where are the right people giving up before an enquiry, booking or purchase, and what should change? We use evidence to decide what to change, then evaluate the result.
What conversion rate optimisation means
Conversion rate optimisation uses behavioural and performance evidence to find friction in a digital journey and work out which changes may help people complete meaningful actions. We recommend or make those changes, then measure what happens. A controlled test is one way to evaluate a change, not the definition of the service.
What counts as a conversion
A conversion should be an action that matters to your organisation, such as an enquiry, booking or purchase. A higher conversion rate is not necessarily a better business result. For lead generation, fewer qualified enquiries may be worth more than a larger number of poor-quality ones. For an online store, more orders may not be a better outcome if their value falls. A shift in who arrives at a page can change its conversion rate even if the page experience hasn't changed.
The easiest action to measure is not always the outcome you care about. Where systems and data allow, we can judge changes against outcomes further along the journey. If the measurement cannot be trusted, analytics work comes first.
Finding where people give up
Illustrative journeys through landing pages, key pages, forms and checkout towards the action people came to complete. Some journeys stop short at each stage; an orange marker shows each point where people stop short. The evidence used to find them: analytics, funnel and user-journey analysis, and heatmaps and session recordings.
We use analytics, funnel and user-journey analysis to find where people stop short of the action they came to complete. We review landing pages, key pages and forms, and examine checkout where relevant. Heatmaps and session recordings can add context where appropriate. The point is to explain what the evidence suggests changing, and why, before deciding what to do.
Making and measuring the change
Depending on the engagement, we can take a change from recommendation through design and implementation with the same in-house team. That means the reasoning behind the recommendation can carry through into the page, form or checkout experience rather than ending with an audit. A change might involve page structure, a form, a checkout flow, messaging or content hierarchy. We evaluate the change against the measures agreed at kick-off.
A/B testing is useful when the conditions suit it, but it isn't required for every CRO engagement. We can run a controlled test where the site, traffic, technology and question suit one. Otherwise, an appropriate before-and-after comparison can help assess the change, though it cannot establish cause on its own. Where the engagement warrants further work, what we learn from one change can inform the next.
Two diagrams with no result shown. Left, a controlled test: traffic is split between two versions of a form at the same time, where the site, traffic, technology and question suit one. Right, a before-and-after comparison: the same form before and after one change, which cannot establish cause on its own. Both are evaluated against the measures agreed at kick-off.
How CRO works with analytics, UX, websites, paid media and SEO
Analytics asks whether the measurement can be trusted and what it says. CRO asks what to change given that evidence. UX considers whether an experience is understandable and usable; CRO considers whether it helps appropriate users complete a defined action. The work overlaps, but the questions are different.
When a CRO recommendation requires changes to the website, our in-house team can design and build them without making a full redesign the default. Improving a paid landing page after someone arrives is one CRO use case. On pages that earn organic traffic, changes should preserve the search intent they answer and the content people came for.
How we judge whether a change worked
We judge a CRO change against meaningful measures agreed with you at kick-off, not a conversion rate in isolation. A controlled test can offer stronger evidence where appropriate; otherwise, we use other evidence and stay clear about what it cannot establish. Changes in traffic, measurement quality or other work happening at the same time can all affect how the result should be read. We don't promise a conversion uplift before the evidence exists.
Who does the work
Your work stays in-house in Sydney, with direct access to senior people. The person who scopes your work stays involved.
Tell us where people are giving up
Tell us what the site should help people do, where they stop and what you currently count as success.