Conversion Rate Optimisation
CRO that converts more of your existing traffic into paying customers.
Senior-led conversion rate optimisation for Australian ecommerce stores and lead-generation businesses. Audit-led research, A/B and multivariate testing built on real user data, structured testing calendars that ship every fortnight, and findings that feed back into your paid ads, SEO and email work. North Adelaide office, working with brands nationwide.
Four reasons your conversion rate is stuck.
Almost every site we audit is leaving conversions on the table in the same four places. Fix these and the same traffic starts paying back significantly harder.
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01
Random opinion-led testing
The team meets, someone suggests changing a button colour, the test ships, the result is inconclusive, and three weeks vanish. No hypothesis, no qualitative research, no commercial priority. CRO turns into a vibes-based exercise instead of a disciplined revenue lever.
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02
Tests killed before statistical significance
An A/B test runs for six days, the variant looks like it is winning, the team rolls it out, and three months later revenue is quietly down. Sample size never reached significance, day-of-week effects polluted the read, and the "win" was noise. Disciplined sample-size planning fixes this.
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03
Funnel leaks nobody is watching
Add to cart converts well, checkout converts terribly, and nobody has looked at the form analytics or session recordings in six months. Conversion drops between specific funnel steps go undetected because the dashboard only shows the top-line conversion rate.
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04
Mobile experience designed for desktop
Sticky desktop CTAs that disappear on mobile, multi-step forms that demand a postal address up front, "buy now" buttons sitting under-the-fold on small screens. Most Australian ecommerce traffic is mobile, but most stores are tested on a 27-inch Mac. The gap costs revenue every day.
Every conversion lever that moves a business, all run by the same senior team.
One agency, every CRO discipline in concert. No outsourced analysts, no junior hand-off, no cookie-cutter testing packages.
Audit and research
Quantitative funnel audit in GA4, qualitative review of session recordings and heatmaps, technical UX audit on mobile and desktop, and a written hypothesis backlog ranked by predicted impact and effort.
A/B and multivariate testing
Hypothesis-led tests scoped to commercial priorities, sample sizes calculated against expected effect, day-of-week balanced reads, and post-test analysis that documents the win, the loss, and the next test.
Checkout and cart optimisation
Express checkout, guest checkout flows, abandoned-cart triggers, payment method coverage, address autocomplete, mobile-first form layout, and the small-but-compounding fixes that lift cart-to-checkout conversion.
Form and lead-flow optimisation
Multi-step vs single-step testing, field-level analytics, conditional logic, friction reduction at every required field, and qualifying questions placed where they capture intent without scaring leads off.
Mobile experience optimisation
Mobile-specific tests rather than scaled-down desktop variants. Sticky CTA discipline, thumb-zone tap targets, mobile checkout polish, and image and form patterns that respect a 5-inch screen on a slow connection.
Landing page CRO for paid ads
Dedicated landing pages for high-spend ad campaigns, message-match audits between ad copy and headline, social-proof placement, and tightly scoped tests that lift Google Ads and Meta Ads ROAS without changing budget.
Research first, opinions last. Hypotheses, not vibes.
The best CRO programs do almost all of the heavy lifting before the first test ever ships. Quantitative funnel data tells us where the leaks are. Session recordings and heatmaps tell us why visitors hesitate at the leak point. Survey data and live chat transcripts tell us what they actually wanted instead. The hypothesis comes from those three sources together. If a CRO program is shipping tests without research, it is gambling. Pair this work with disciplined Google Ads management and tighter ecommerce SEO and the same traffic starts paying back significantly harder.
- Funnel data leads the priority list. Largest leaks ranked by lost revenue, not gut feel.
- Qualitative research validates the hypothesis. Recordings, surveys, support tickets and live chat transcripts.
- Sample size calculated up front. Tests run until significance, not until the dashboard looks right.
- Wins documented and propagated. Winners roll out to other pages and feed into ad copy.
Ecommerce CRO and lead-generation CRO play by different rules.
The discipline overlaps but the test priorities, the sample sizes, and the win conditions are completely different. We run both and we know where the lines sit.
Ecommerce CRO
- Test targetAdd-to-cart, checkout completion, repeat purchase, AOV uplift
- Volume per quarter4 to 8 disciplined A/B and multivariate tests
- Sample sizeHigher traffic, faster reads, weekly-significance tests common
- Win definitionLift in revenue per visitor, not just conversion rate
- Friction pointsProduct page, cart, checkout, payment, post-purchase upsell
- ToolingGA4, Hotjar, Convert, Klaviyo, Shopify analytics
Lead-generation CRO
- Test targetForm submission, qualified lead, demo booked, sales call
- Volume per quarter2 to 4 deeper tests with longer reads
- Sample sizeLower traffic, longer tests, multi-week reads required
- Win definitionLift in qualified leads and SQL rate, not raw form fills
- Friction pointsHero copy, form length, trust signals, social proof, follow-up flow
- ToolingGA4, Hotjar, HubSpot, Calendly, multi-step form builders
Senior CRO tooling, already in the price.
No surprise software fees. The CRO platforms we use day-to-day are part of every engagement.
GA4
GTM (server-side)
Hotjar
Microsoft Clarity
Shopify
WordPress
Klaviyo
HubSpot
Senior-led, fortnightly testing, visible at every step.
Five phases from kickoff to compounding test wins. Same rigour for a Shopify boutique as a multi-region B2B lead generation site.
Free CRO audit
Free written audit covering funnel-level conversion data in GA4, session recording review, heatmap analysis, mobile-vs-desktop performance, form analytics, and a prioritised hypothesis backlog ranked by impact and effort.
Strategy and 90-day testing roadmap
We map the hypotheses against commercial priorities, calculate sample sizes against your traffic, and lock in a 90-day testing calendar with sign-off windows for each variant before it goes live.
Build, QA, ship
Variants built and QAed across desktop, tablet and mobile, tracking validated, payment and form flows tested end to end on real devices, and the test pushed live with a clear stop and rollback plan.
Read, analyse, propagate
Tests run to significance, not to the dashboard. Winners roll out to related pages, losers are documented with the why, and the findings flow back into your site design, your ad copy, and your email flows so the wins compound across channels.
Compound, scale, defend
As wins accumulate we expand the testing surface to additional templates, build personalisation rules where the data supports them, and re-test old wins on a 6-month cadence so they do not quietly decay against changing user behaviour.
The CRO agency you actually want at the whiteboard.
Six commitments we make to every CRO client. Not bonus services. Not upsells. The minimum bar.
Senior strategist on every test
The strategist on your first call writes the hypotheses, scopes the variants, and reads the results. No junior hand-off after sign-up, no offshore analyst gigs running in the background.
You own everything
GA4, Hotjar, your CMS, your testing tool, your hypothesis backlog. Every asset is in your name with you as owner. We are admins, nothing more.
Plain-English monthly reporting
A short Loom walkthrough of what shipped, what won, what lost, and why. No 32-page PDF, no impressions-only vanity metrics, no "directional lift" hand-waving.
No lock-in contracts
Month-to-month from day one. If we are not earning our keep, you walk. Keeps us honest, keeps the testing focused on commercial outcomes, not retention.
Tests run to significance
No early calls, no "directional wins", no rolling out variants on a hunch. Every test runs to a calculated sample size and a clean read, or it gets archived honestly as inconclusive.
100% Australian team
North Adelaide office. No outsourcing overseas, no offshore analysts, no offshore developers reviewing your customer data. The person managing your CRO program is the person you can phone.
Most Australian ecommerce traffic shops on mobile. Most CRO is tested on a desktop.
Open your GA4. Filter by mobile. Look at the conversion rate next to desktop. The gap is usually 30 to 60 percent. Mobile checkout, mobile form fill, mobile sticky CTAs, mobile thumb-zone discipline, and mobile site speed are the levers most CRO programs underweight. We test mobile-first, on real mid-range Android phones on 4G, not on the agency MacBook on fibre.
- Test mobile-first, always. Mid-range Android on 4G is the benchmark, not retina laptops.
- Sticky CTAs respect the thumb zone. Primary action is reachable without two-handed gymnastics.
- Forms split where they need to split. Postal address never opens the conversation.
- Mobile speed feeds the test design. Variants that ship fewer requests beat variants that load more JavaScript.
Real CRO results, real Australian businesses.
A sample of the Australian businesses whose conversion programs we have rebuilt and scaled.
Buy A Safe
Magento to Shopify migration with custom CRO sections tailored to the audience, fixed conversion tracking, and rebuilt Google Ads structure. Peak Google Ads ROAS climbed from 1.59x in January 2025 to 7.63x by January 2026.
Leisures Shoe Boutique
Revenue lift from a website overhaul plus rebuilt advertising. Page load speed, payment options, and on-site functionality fixes lifted conversion before the new ad campaigns even kicked in. ROAS up 50% on the same media budget.
RedGum Camping
Active CRO improvements to product pages, checkout, and post-purchase flow alongside Meta Ads scaling. Daily ad spend scaled by over 380% while ROAS held above 6x, with multiple product lines selling out from the lifted conversion.
Came across the site and found some very resourceful information on optimising my landing page and product page. I needed further assistance, and Stuart was more than happy to help and made the process quick and easy. Highly recommend going to these guys for scaling your ecommerce business.
Our company, Lochtree, has had a great experience working with Digital Choice. We connected with Digital Choice to help us with our Google Ads campaigns, which were struggling and losing us money every month. Stuart and the team immediately identified areas where we could improve, implemented those changes, made a tremendously positive impact, and helped make our campaigns profitable.
We started working with Stuart and the Digital Choice team earlier this year. Since we started working with Digital Choice, we have seen week on week growth in our sales. We could not be happier with the service and communications that we have with Stuart. I highly recommend Digital Choice, especially for Google Ads.
Common questions from Australian business owners and marketers.
If your question is not here, the fastest way to get an answer is a 30-minute call.
What is conversion rate optimisation?
Conversion rate optimisation, or CRO, is the discipline of improving the percentage of website visitors who take a commercial action: a purchase, a qualified lead, a demo booking, an email signup. Done properly it combines quantitative funnel data, qualitative research, hypothesis-led A/B testing, and disciplined sample-size analysis. Done badly it is opinion-led button-colour testing that wastes traffic and time.
How long does CRO take to work?
The first audit usually surfaces 2 to 4 quick-win fixes that can ship in week one. The first formal A/B test typically launches inside 30 days of kickoff. Compounding revenue lift across a full testing program tends to land in months 3 to 6 as winners stack and findings propagate into ad copy, email flows, and category page templates.
How much does CRO management cost?
CRO management with Digital Choice is a flat monthly retainer scoped against site traffic, testing cadence, and the level of design and development work each variant needs. Boutique ecommerce stores sit at the lower end, larger ecommerce or B2B lead-gen programs at the higher end. Exact pricing is confirmed during the free CRO audit, with no markup on third-party tooling.
How is CRO different from A/B testing?
A/B testing is one tool inside CRO. CRO is the broader discipline: research, hypothesis development, testing, analysis, rollouts, and propagation across the rest of the marketing stack. A team that just runs A/B tests without research is gambling. A team that just does research without ever testing is theorising. The discipline needs both, run in sequence, on a calendar.
Do I need a lot of traffic for CRO to work?
You need enough traffic to reach statistical significance on the tests that matter. For ecommerce stores below 5,000 sessions a month, classic A/B testing is slow, but qualitative research, heatmap analysis, and disciplined evidence-led design changes often deliver the largest wins. We will tell you honestly during the audit whether your traffic supports a full testing program or whether the first 6 months should focus on research-led design changes.
How do you decide what to test?
Three inputs feed every hypothesis: GA4 funnel data identifying the largest revenue leaks, qualitative research (session recordings, heatmaps, surveys, support tickets) explaining why visitors hesitate, and competitor and category benchmarks for what good looks like. Hypotheses are then ranked by predicted impact, effort, confidence, and traffic available, and tested in priority order.
Will CRO improve my Google Ads and Meta Ads ROAS?
Yes, often dramatically. CRO lifts the conversion rate on the same paid traffic, which is functionally the same as paying less per acquisition. A 20 percent conversion lift from a CRO win is roughly equivalent to a 20 percent ROAS improvement on the same ad spend. Most of our clients run paid ads and CRO together for exactly this reason.
Do you only work with Adelaide businesses?
Our office is in North Adelaide and we run CRO programs for Australian ecommerce stores and lead-generation businesses across Adelaide, Sydney, Melbourne, Brisbane, the Gold Coast, Perth, and regional Australia. We also work with international ecommerce brands selling into Australia and run CRO across multi-region storefronts.
Find out exactly where your funnel is leaking revenue.
Send through your site and we will run a full CRO audit at no cost. Written report covering funnel-level conversion data, the largest revenue leaks, mobile-vs-desktop performance gaps, and the highest-impact tests we would ship in the first 90 days. No obligation, no high-pressure follow up.