Conversion optimization
More enquiries, sales and repeat customers from the visitors you already have.
- Built around your process
- Connects to your existing tools
- Grows as you grow
Version A · current
Conversion rate
Version B · new
Conversion rate
Kept after testThe problem
Traffic costs money. When most visitors leave without acting, and customers buy once and never return, the fix is usually in the funnel, not in a bigger ad budget.
- Many people visit the pricing or product page, and few enquire.
- Visitors begin the form or checkout and abandon it.
- Customers buy once, and nobody follows up.
- Each channel claims the same sale, so nobody knows what really works.
Every visitor who leaves, and every customer who does not return, makes the next customer more expensive.
The solution
More enquiries, sales and repeat customers from the visitors you already have.
Funnel analysis
Where visitors drop out between landing, enquiry, purchase and repeat purchase.
Landing page optimisation
Clearer message, proof, form and call to action, guided by behaviour data.
A/B testing and experimentation
Two versions compared on real traffic before a change is kept.
Attribution and incrementality
Which channels contribute to a sale, and which would happen anyway.
Retention workflows
Follow-up, reminders and offers that bring customers back.
LTV, CAC and reporting
Customer value against acquisition cost, in one Looker Studio dashboard.
Workflow
How it works
Where this service sits in the growth system
- 01 · AttractReach people who are searching for, or likely to need, what you sell.
- 02 · TrackRecord each visit, lead and sale against the channel that produced it.
- 03 · ConvertThis serviceTurn visitors into enquiries, and enquiries into customers.
- 04 · RetainThis serviceBring customers back with timely, relevant follow-up.
- 05 · GrowThis servicePut budget where the numbers show it returns the most.
We don't just run campaigns. We build measurable growth systems.
- 01
Measure
Tracking confirms where conversions happen and where they do not.
- 02
Diagnose
Funnel and behaviour data show the weak step.
- 03
Hypothesis
A specific change is proposed, with a reason.
- 04
Test
Version A and version B run on live traffic.
Apply and retain
The better version is kept, and retention steps follow the sale.
Inside the work
What the work looks like
- 1Search ad
- 2Social ad
- 3Email
- 4Direct visit
Conversion
- First touch
- Last touch
- Data-driven
Weekly report
- Leads
- Cost per lead
- Conversion rate
- Repeat purchases
Deliverables
What you get
- Tracking audit and corrected set-up
- Funnel report with drop-off points
- Prioritised test plan
- Redesigned page or form versions
- A/B test results and a record of what was learned
- Attribution view and LTV / CAC dashboard
Scope and price are confirmed in writing after a free call.
Tracking and measurement
How results are measured
Channels
- Google Ads
- Meta Ads
- Organic search
- Email and messages
Website and landing pages
Google Tag Manager
Tag management
Measurement
- GA4
- Google Ads conversions
- Meta Pixel + CAPIServer-side
- CRM
Reporting
Looker Studio dashboard
What we measure
- Each funnel step tracked as an event in GA4 through GTM.
- Experiments measured against one agreed primary metric.
- Repeat purchases and customer value taken from CRM or order data.
- Channel contribution compared across attribution models, with holdout tests where possible.
Tools and technologies
- GA4 explorations
- Funnels, paths and drop-off by step.
- Microsoft Clarity
- Heatmaps and session recordings.
- A/B testing tool (such as VWO, or feature flags in your site)
- Running experiments on live traffic.
- CRM and order data
- Repeat purchases, LTV and retention cohorts.
- Looker Studio
- Funnel, attribution and LTV / CAC dashboard.
KPIs we report on
Conversion rate
Share of visitors who enquire or buy.
Drop-off by step
Where the funnel loses people.
Average order or deal value
Revenue per conversion.
Repeat purchase rate
Share of customers who buy again.
LTV : CAC
Customer value compared with the cost to win them.
Targets are agreed after a baseline is measured. We report what happened, and we do not promise numbers.
Illustrative scenarios
How it looks in practice
- Retail & E-commerce
An online store finds that many shoppers leave at the delivery-charge step. Showing the charge on the product page is tested against the current checkout, and first-time buyers receive a reminder to reorder when the product usually runs out.
- Healthcare
A clinic's appointment form asks for twelve fields. A four-field version with a follow-up call is tested to see which produces more confirmed bookings, and patients due for a check-up receive a reminder.
These scenarios show how the service applies in a business like yours. They are not client results.
Why Scale Lab IT
One method behind every project.
- BUILDPages rebuilt around what the data shows visitors need.
- AUTOMATETests, retention messages and reports run continuously once set up.
- SECUREVisitor data handled with consent and privacy rules respected.
- SCALEEach improvement lowers the cost of every channel that sends traffic.
Implementation
How the project runs
- 01Tracking auditCheck that conversions and revenue are measured correctly.
- 02ResearchFunnel data, recordings, heatmaps and customer feedback.
- 03Prioritised planChanges ranked by expected effect and effort.
- 04Design and testNew versions built and run as experiments.
- 05Roll out and repeatWinners applied; retention and the next test begin.
Common questions
Do we need a lot of traffic for this?
A/B testing needs enough visitors to reach a reliable result. With lower traffic we rely more on behaviour analysis and best practice, and we tell you which applies.
What is incrementality?
It asks whether a sale would have happened without a channel. Holdout tests and before-and-after comparisons show which spend adds customers and which only takes credit.
How do we know a change really helped?
By comparing it against the original on live traffic, or against a measured baseline, rather than judging by opinion.
Can you guarantee a higher conversion rate?
No. Some tests win and some do not. The process ensures decisions are based on evidence.
Let's talk
Let's find where your visitors and customers are dropping out.
Tell us how you work today. We will reply with a clear next step.