CRO and Website Optimisation

If you're responsible for driving digital performance, chances are you’ve thought about conversion rate optimisation—whether you call it CRO, A/B testing, or just trying things out to see what works.

At its core, CRO is about making more of what you already have. It’s often one of the quickest and most cost-effective ways to improve results—without waiting on big builds or budget sign-off.

To show how that can play out in real terms, we’ve put together a quick CRO impact calculator. Drop in your numbers and see how even small improvements can lead to big returns.

Why it's time to (re)establish your own optimisation programme

As the digital practice turns 25 — Google famously ran its first A/B tests on search results back in the early 2000s (Wikipedia) here are five good reasons to revisit your optimisation strategy:

1. Stay ahead of changing expectations

The world keeps moving forward, customer needs evolve, and new experiences set new benchmarks. What worked last year may no longer be effective. Testing ensures you adapt and prove the value of change.

2. Maximise the value of your investment

Optimising your existing digital experience is one of the best ways to drive value from your website investment, helping to balance the total cost of ownership. Beyond boosting conversions, optimisation can also reduce cost to serve and business overheads by solving customer pain points.

3. Keep optimisation a priority

With a packed roadmap, experimentation often falls to the bottom of the list. A structured programme with dedicated resources ensures continuous improvement without distraction. This could be having analysts, researchers, designers, writers on hand for a limited number of days each month.

4. The ROI speaks for Itself

Across SQLI’s clients, A/B testing delivers an average 57%-win rate, a 10% revenue uplift per test, and 188% ROI per quarter—making the case for investment clear.

5. Move faster, improve sooner

A dedicated optimisation stream keeps customer experience improvements from getting stuck behind bigger projects.

57% AB testing win rate
10% Avg uplift in revenue per test

Our proven approach

We provide tailored CRO support using agile methodologies and blended teams to drive continuous value.

We take a practical approach to continuous optimisation, bringing together the right mix of people—across marketing, UX, development and beyond—supported by tools that help us test, learn and improve at pace.