Investing more in acquisition when the conversion rate is low means paying more for the same results. Before scaling investment, make sure the channel converts well.
A low conversion rate carries a cost that never appears on any media invoice. If 2% of visitors buy and 98% leave, every euro spent on driving traffic is performing at a fraction of its potential.
CRO goes beyond running A/B tests on buttons: it means understanding why buyers don't complete the action the channel needs them to take, and removing whatever stands between intent and conversion.
At Elogia, CRO is part of the channel, not a separate project. The team optimizing conversion works with the same data as the Paid Media and SEO teams. When a funnel leak is detected, the fix touches acquisition messaging, page structure, and the purchase flow at the same time.
We analyze the full funnel to identify where users drop off and why. Heatmaps, session recordings, form analytics, abandonment rates by device and traffic source. The diagnostic defines which hypotheses to test first based on their potential conversion impact.
We design and run A/B and multivariate tests to validate improvement hypotheses. Testing is prioritized by expected impact and available traffic volume. Results are documented and feed into the content strategy and Paid Media creatives.
Paid Media campaign landing pages have different needs than ecommerce product pages. We optimize both with different criteria: in Paid Media, message consistency between ad and page is the most important conversion factor. In ecommerce, it's load speed, trust signals, and a clear purchase flow.
A one-second loading delay can reduce the conversion rate by 7% to 20% depending on the device and category. We audit and optimize load speed, especially on mobile, which accounts for the majority of traffic in most categories.
In businesses that close with an agent, the goal is a qualified lead, not necessarily a purchase. We optimize forms, registration flows, and the full experience through to lead conversion, with a focus on lead quality as much as volume.
