WordPress Conversion Rate Optimisation (CRO) . More conversions from the traffic already there
The site looks fine. The traffic is there. The leads aren't. That's the situation CRO is for, and it's usually fixable without a redesign: I look at how visitors actually behave on the page, find where they drop off, and build the fixes myself. For Procurify, a new landing page design doubled conversions, and rewriting the page to match their Google Ads copy added another 50% on top.
Typical funnel before CRO work
Page visits
100%
—
Scroll 50%+
62%
−38%
CTA click
18%
−44%
Form started
11%
−7%
Form submitted
4%
−7%
Most sites have a
traffic problem. But many
have a conversion problem.
Getting more visitors is only half the story. If the page buries the call to action, the form has six fields it doesn’t need, or the hero takes three seconds to load, the traffic doesn’t matter. People leave without getting in touch, and everyone assumes the site needs more traffic.
Conversion rate optimisation (CRO) is the practice of systematically fixing that gap. I use behaviour data from Microsoft Clarity and Hotjar to see exactly where and why visitors drop off, and then I build the fixes. Not recommendations handed to someone else. Actual implementation, tested and shipped.
What I deliver
WordPress CRO services. Six things I deliver, start to finish
The rare thing in CRO is one person who can both read the data and build the fix. No handoff to a separate developer, no recommendations that sit in a document. Diagnosis and delivery, by the same person.
Landing page design & build
Landing pages built from scratch or rebuilt from what’s there, with the hierarchy, the placement of the call to action and the load speed treated as the point of the page rather than afterthoughts. This is the work that doubled Procurify’s conversions.
- Clear above-the-fold value proposition
- CTA placement based on scroll behaviour data
- Optimised for Core Web Vitals - speed is a conversion lever
- ACF-based so client can iterate content without touching code
CTA strategy & placement
Calls to action that are clear, well placed and worth clicking, not a button at the bottom of a long page. I look at what the page is asking the visitor to do and whether the design supports that ask at the right moment.
- Scroll-depth analysis to find optimal CTA placement
- CTA copy review - specificity outperforms generic "Get started"
- Multiple CTA entry points mapped to visitor intent
- Visual hierarchy audit - does the eye go where it should?
Form optimisation
Forms are where most funnels collapse. Too many fields, unclear labels, error messages that don’t help, a submit button that doesn’t feel safe to press. I audit and rebuild forms so they actually get completed.
- Field reduction - every unnecessary field costs conversions
- Inline validation and clear error messaging
- Multi-step forms for complex or high-friction flows
- Trust signals adjacent to form - testimonials, security badges
Heatmap & session recording setup
Microsoft Clarity goes on every site I build. Hotjar is available too. Either way it’s installed, configured and read, not dropped onto the site and left running: I set specific page targets, watch the recordings, and pull out the findings that matter to the next decision.
- Microsoft Clarity or Hotjar installation and configuration
- Heatmap analysis, where do visitors look, click, and stop?
- Session recording review with annotated findings
- Insight report with prioritised recommendations
Funnel analysis & recommendations
A structured look at the whole funnel, from first landing to final action, finding the biggest drop-off points and ranking the fixes by likely impact. Delivered as a clear report you can act on, or hand back to me to build.
- Full funnel mapping from entry point to conversion
- Drop-off point identification with behaviour data
- Prioritised fix list. Quick wins and longer-term changes
- Implementation available as a follow-on engagement
A/B testing setup & integration
Setting up A/B testing on WordPress properly: connecting the testing tool to the right page elements and making sure it doesn’t slow the site down or get in the way of SEO. I set up the test; the ongoing programme is yours to run.
- Testing tool integration with VWO or the tool you already use
- Variant pages built and connected to the testing layer
- Zero performance impact - lazy-loaded, non-blocking scripts
- Handoff to you or your team to manage ongoing tests
Data in. Improvements out.
No handoff gap.
Instrument & observe
Clarity or Hotjar running on the pages that matter. Heatmaps, scroll maps and session recordings build up a picture of what real visitors do, rather than what anyone assumes they do.
Analyse & diagnose
I go through the recordings and the maps and find the specific points where people stall, back out or give up. Every finding is tied to something a visitor actually did.
Prioritise & plan
Findings are ranked by likely effect on conversions against the effort to build. Quick wins go first. Anything structural is scoped as a second phase.
Build & ship
I make the changes directly in WordPress: pages rebuilt, forms redesigned, calls to action moved. Then I measure again and go round once more.
"Page views are up by around 3k, average session duration up 13%, and bounce rate down by 15%. I can only assume the new design has everything to do with that."
Client-reported results post-launch. Individual outcomes vary based on site, audience, and baseline.
How I deliver CRO
Three ways to engage,
one standard of work
CRO fits into a project at different points. In practice it's rarely a project on its own: it's part of every build, and it's the other half of the SEO retainer.
Built into
every new project
CRO thinking goes into every WordPress site I build {→ /websites/}. Landing pages are designed to convert, forms are built to be completed, and calls to action are placed based on how visitors behave on pages like them. It’s not a separate line item, and Clarity is running from the day the site goes live.
One-off landing
page project
A single high-intent landing page for a campaign, a product launch or a lead-generation push, designed and built with one conversion goal. If you’re paying for traffic, this is the page that stops wasting it. The Procurify landing page was this kind of project.
Ongoing CRO
alongside SEO
Monthly CRO work running alongside the SEO retainer {→ /seo/}. SEO brings more of the right people to the site; CRO makes sure more of them get in touch. The behaviour data is reviewed each month, the priority fixes are built, and the funnel keeps getting tighter as the traffic changes. Procurify’s second lift, another 50% after the content was aligned with their ad copy, came from exactly this kind of ongoing work.
For agency partners
CRO your agency
can sell and deliver
If you run an agency, this is the answer for the client who says "the site looks great but leads are down". Agencies win work on design and SEO and then have nothing to say when conversion comes up. I give you the diagnosis and the build, white-label, from one person, so there's no telephone game between an analyst and a developer. And heatmaps and session recordings are the most persuasive material you'll ever put in front of a client: once they've watched their own visitors hunting for the form, they don't need convincing. <a href="https://warrengroom.com/agencies/">How I work with agencies</a>.
What people usually
ask about CRO
01 Do you run the ongoing A/B tests or just set them up?
I set them up. The testing tool, the variant pages and the tracking are mine to build; deciding what to test next needs business context I won’t always have, so the ongoing programme is yours or your team’s to run. If you want me involved in that, it fits naturally into a retainer.
02 How long does it take to see results from CRO work?
Quick wins from form changes and CTA placement can show within weeks. Behaviour data takes four to six weeks to build up meaningfully on a lower-traffic site, and bigger structural changes take longer to measure. I’d rather tell you that than promise an immediate lift.
03 Can CRO work be done without a redesign?
Yes. Most CRO improvements are targeted changes, not full redesigns: fewer form fields, better CTA copy, trust signals in the right place, faster load. A redesign isn’t always the answer, and I’ll tell you plainly when targeted changes will do more for less.
04 Do you need to have built the site to do CRO on it?
No. I can do CRO on an existing WordPress site I didn’t build. I’ll need access to the site and the analytics, and the ability to change templates and content. If the way the site was built makes that impractical, I’ll say so up front.
05 What's the difference between CRO and just good UX design?
Good UX is informed by best practice and design intuition. CRO is informed by actual behaviour data from real visitors on that specific site. Both matter — but CRO decisions are grounded in what your visitors are actually doing, not what a designer thinks they should do. The combination is where the best outcomes come from.
06 Can you combine CRO with an SEO retainer?
Yes, and it’s how I’d rather do both. SEO brings more of the right people; CRO turns more of them into enquiries. Run together, each makes the other worth more, and the combined retainer {→ /seo/} covers both in one monthly engagement.
Ready to turn more visitors
into leads?
Whether it's one landing page that isn't pulling its weight or a whole funnel that needs looking at, a short conversation usually makes the problem clear, and the fix with it.