Channel 07
Get more from the traffic you already have.
We find where visitors drop off, form hypotheses from real behavior and run controlled tests to fix it. You get more leads or sales from the traffic you already pay for.
The monthly work
- Step 01Funnel analysisWe map every step from landing to conversion in your analytics platform and quantify the drop at each one, split by device, channel and new versus returning visitors.
- Step 02Behavior researchHeatmaps, scroll maps and session recordings show where attention goes and where people get stuck. We tag patterns across hundreds of sessions, not a handful of memorable ones.
- Step 03Voice of customerOn-site polls, post-purchase surveys and customer interviews capture objections in the buyer's own words. Those phrases often become the headlines that go on to win tests.
- Step 04Hypothesis backlogEvery idea is written as a testable hypothesis and scored on evidence, expected impact and effort. You always know what is being tested next and why.
- Step 05Experiment design and buildWe design variants, build them in your testing tool, check them across browsers and devices, and run them to a pre-calculated sample size with guardrail metrics watched.
- Step 06Analysis and rolloutResults are read for statistical confidence and segmented for hidden effects. Winning variants are specified for permanent development, so gains do not depend on a testing script.
Evidence
Sample figures, set out the way they appear in a client's monthly review.
- +34%Conversion ratebooking flow, 6 months vs. baseline (sample)
- 38%Test win rateexperiments with a confident winner (sample)
- +46%Form completion rateafter cutting fields from 11 to 6 (sample)
- +19%Revenue per visitoracross tested templates (sample)
Brightwell Dental · 8 monthsNew-patient bookings up 166% on the same ad spendNew-patient bookings per month · sample caseHow it runs
Price moves with traffic volume, the number of experiments per month and whether we build variants or hand designs to your developers.
- 01
ResearchWeeks 1 to 3
We audit analytics, install heatmaps and recordings, launch surveys and interview customers. Tracking gaps are fixed first, because tests on bad data are worthless.
- 02
PrioritizeWeek 4
Findings become a scored hypothesis backlog. We agree on the first three experiments, their primary metrics and the sample size each one needs.
- 03
TestWeeks 5 to 12
Experiments run back to back on your highest-traffic pages. Each runs for full weekly cycles until it reaches sample size, then gets a written report.
- 04
ScaleMonth 4 onward
Winners are rolled out permanently and applied to similar pages. The backlog is refreshed with new research, and testing moves deeper into the funnel.
Deliverables
- Conversion audit covering funnel, pages and forms
- Heatmap and session recording analysis with tagged findings
- Customer survey and interview summary with key objections
- Scored hypothesis backlog updated every month
- Two to four experiments run each month
- Written test report for every experiment, win or lose
- Live dashboard of tests, conversion rate and revenue impact
- Monthly written summary and a 45-minute review call
Best for
- Sites with at least 20,000 monthly visitors to test on
- Teams spending on ads with a flat conversion rate
- Companies with long forms, bookings or multi-step checkouts
Doubling traffic is expensive. Lifting conversion rate from two percent to three does the same job for revenue, and the gain applies to every channel at once. We start with research, not opinions about button colors. Analytics funnels show where people leave. Heatmaps and session recordings show what they did first. Surveys and customer interviews tell us why. That evidence feeds a hypothesis backlog ranked by expected impact and effort.
Then we test. Each experiment has a written hypothesis, a primary metric, a sample size calculated in advance and a planned run time. We do not stop tests early because a chart looks exciting. Winners are shipped permanently, losers are documented, and both teach us something about your customers. Over a year, that record becomes one of the most valuable documents your marketing team owns.
CRO questions
Not covered here?
Bring it to the free audit.
A strategist goes through your tracking, ads and search visibility, and the fix list is yours whatever you decide.
Book the auditOr email hello@signalandscale.example
We reply within one business day
As a rough guide, 20,000 monthly visitors and a few hundred conversions on the page being tested. Below that, experiments take too long to reach a trustworthy sample. If your traffic is lower, we switch to research-led redesigns and before-and-after measurement. It is less precise than a controlled test, and we will be clear about that.
Most run two to four weeks. We calculate sample size up front and always run full weekly cycles, since weekday and weekend visitors behave differently. Stopping early because a variant is ahead is the most common way to ship a false winner. We would rather wait a week than report a lift that vanishes.
Most do, in every program. A typical win rate sits between 25 and 40 percent. A losing test still tells you something true about your customers and stops you from shipping a change that would have hurt. We document every result, so the same bad idea does not come back around in two years.
Not for the tests. We build variants in the testing tool. You will need development time to ship winners permanently, since running a site on test scripts slows pages and hurts Core Web Vitals. We write the specification for each winner. If you have no developer, our web team can do the build as a separate project.
(11) Free audit
A senior strategist reviews your tracking, ads, search visibility and landing pages. The ranked fix list is yours to keep, with or without us.
One reply from a strategist within a business day. No mailing list.