Conversion optimization agency ROXTAR

A conversion optimization agency makes sure more visitors to your website become customers, without paying more for traffic. We do that with data, research into how your visitors behave and A/B testing, so you know exactly which change brings in more enquiries or sales.

Conversion optimization, or CRO, is increasing the percentage of visitors who do what you want: buy, call or fill in a form. You get more results from the same traffic, instead of paying for more visitors.

YES! You managed to increase the number of visitors. Unfortunately, the increase does not show in the number of sales or completed forms. This is where Conversion Optimization (CRO) comes in. At ROXTAR we turn visitors into customers. How? Read it on this page!

In short, conversion optimization (CRO) is increasing the percentage of users who take a desired action on your website. Desired actions can be buying a product, clicking ‘add to cart’, signing up for a service, filling in a form or clicking a link. According to CXL, a leading research firm in the field of CRO, structurally testing and optimizing your website is the most effective way to increase your revenue.

Conversion optimization at ROXTAR runs in five steps that we keep repeating. Every round delivers an improvement, or a lesson about what does not convince your visitors. Both are valuable.

1. Baseline and analysis

We start with the numbers: where your visitors come in, where they drop off and which pages bring in enquiries or sales. For this we use Google Analytics 4, a funnel analysis and heatmaps and session recordings with tools like Microsoft Clarity or Hotjar.

2. Research into your visitor

Numbers tell you what happens, not why. That is why we also look at your customers themselves: short surveys on the site, conversations with your sales or customer service team and a user test in which someone clicks through your website while thinking out loud.

3. Hypotheses and priorities

Analysis and research produce a list of improvement ideas. We rank them by expected impact, how confident we are about the effect and how much work they take. That way you start with the changes that deliver the most.

4. Testing

If you have enough traffic, we test a change with an A/B test: half of your visitors see the old version, the other half the new one. We only draw a conclusion once the difference is statistically reliable. With less traffic, we roll out improvements in phases and compare the period before and after.

5. Implement and repeat

Winning variants go live permanently, and what did not work gets written down. Every month you get a report with what we tested, what it delivered and what the next step is.

What we look at depends on your website. These are the areas where most of the gains are in practice:

Area	What we look at	Example of an improvement
Landing pages	Does the page match the ad or search that brought someone in?	Rewriting the heading and first paragraph to match the promise in the ad
Forms	How many people start the form and how many finish it?	Fewer fields, clear error messages, an explanation of what happens after sending
Product pages	Do visitors find the information they need to buy?	Better photos, delivery time and return policy visible right away
Cart and checkout	At which step do buyers drop off?	Fewer steps, guest checkout, the payment methods your audience uses
Call-to-action	Is it clear what the visitor should do now?	One prominent button with concrete text instead of three equal ones
Trust	Does a new visitor see enough proof that you are trustworthy?	Reviews, quality marks and client logos close to the button
Speed and mobile	Does the page load fast and does everything work well on a phone?	Smaller images, bigger buttons that are easier to reach with your thumb

You are happy with the number of visitors to your website. To achieve this, you brought in an external marketing agency or an internal marketing team. In any case, it cost time, effort and money. But without a significant increase in sales, those extra visitors do not help you much. So you want to change that.

How do you tackle this? By increasing your advertising budgets or hiring more marketing staff? The answer is simple: no, definitely do NOT do that. It rarely offers the right solution. What many business owners do not know is that the basics of their website are often the culprit. Certain bottlenecks keep visitors from taking action. Maybe your call-to-action buttons do not stand out, or your product photos are not attractive enough. Get in touch to discuss the possibilities!

Conversion optimization works for every website that has visitors but too few enquiries or sales. The approach does differ per type of business.

Webshops gain the most on product pages, the cart and the checkout. That is where most buyers drop off, often for small reasons: unexpected shipping costs, a mandatory account or a missing payment method. Want to bring more visitors to your webshop as well? Read more about e-commerce marketing.

B2B companies and service providers steer on enquiries, quotes or demos. There the gains are usually in clear landing pages, shorter forms and proof that you are the right partner: cases, client logos and reviews. Because B2B sites often have less traffic, we combine tests with research among your customers.

Still have few visitors? Then more traffic is often the first step, through SEO or Google Ads. You can already start optimizing, but without A/B testing.

At Smaragd Reizen, the conversion rate from Google Ads rose from 1.22 to 5.8 percent. As a result, the cost per conversion dropped from 35 to 10 euros, with the same kind of traffic. On Meta the conversion rate came out at 7.5 percent.

Fatfreezing Centers also saw more results from existing visitors: 266 percent more conversions per year within twelve months, and a click-through rate that rose by 88 percent.

Source: the case studies of Smaragd Reizen and Fatfreezing Centers. Added on 1 October 2026.

What is conversion optimization (CRO)?

Increasing the percentage of users who take a desired action on a website: buying a product, filling in a form or clicking a link.

Why is CRO important?

CRO lowers the cost of acquiring customers. You get more value from existing visitors and increase revenue per visitor.

What is a good conversion rate?

That differs per niche and industry. On average it is between 2% and 5%, but some advertisers achieve higher percentages.

What can I do myself?

Make sure your website loads fast. Slow loading is the biggest cause of drop-offs. Ask your website builder about short-term improvements.

What does a conversion optimization agency do?

A conversion optimization agency, also called a CRO agency, improves your website so that a larger share of your visitors becomes a customer. Based on data and tests it analyses where visitors drop off, implements improvements and measures the effect. That way you get more revenue from the same number of visitors, without extra ad budget.

Why hire a conversion optimization agency?

Because a specialist sees faster than you where your conversion gets stuck. A CRO agency brings structure with research, tests and clear goals, and steers on what really pays off. You invest once in improvements that keep paying off month after month.

How long before conversion optimization delivers results?

You can often implement the first improvements from the analysis within a few weeks. A reliable A/B test usually runs for two to four weeks, depending on your traffic. Conversion optimization works best as an ongoing process: a few tests every month, so the improvements add up.

Do I have enough traffic for A/B testing?

For a reliable A/B test you need enough conversions per variant. As a rule of thumb, that is around a hundred per variant within a few weeks. If you do not reach that, we work with research, proven improvements and a comparison of the period before and after a change.

Which tools does a conversion optimization agency use?

For analysis Google Analytics 4 and Google Search Console, for behaviour heatmaps and session recordings with Microsoft Clarity or Hotjar, and for testing an A/B testing tool such as VWO. Which tools we use depends on your website and your budget.

Does a conversion optimization agency also help B2B companies?

Yes. In B2B it revolves around enquiries, quotes and demos instead of individual purchases. The gains there are often in landing pages that match the search query, shorter forms and more proof such as cases and reviews. Because traffic is lower, we rely more on customer research.

Technical obstacles keep your visitors from making a purchase. Think of a slow website, error messages, a search function without results, 404 pages and the lack of a mobile version. Do pages load too slowly? Then people click away immediately. Are there many 404 pages? Then visitors leave the site. Does the checkout keep giving an error? Then a purchase is simply impossible. Just as you would leave such a website, so do your visitors.

Besides feelings about visual elements, there are also questions in the minds of your potential customers. Can this website be trusted? How quickly will I get a response? What is the expected delivery time? It is our job to take away as many uncertainties as possible. The more certainty about your product or service, the greater the chance that a purchase is actually made.

With various tests and experiments, we find out what your customers want and need. We do this through: • CTA buttons: tell visitors exactly what to do with a striking design and clear instructions. • Conversion funnel: the series of steps someone goes through to reach the goal of your site. • A/B testing: showing two versions of your website and measuring which one converts best. • Multivariate testing (MVT): testing several variables at once to see how elements work together. • Customer development: finding out which web design converts the largest percentage of visitors. • User recordings: recording how users move through your site and where they get stuck. • Heatmaps: seeing where people click on a page for creative optimization ideas.

So what is a good conversion rate? Honestly, this question cannot be answered in general: a good conversion rate depends on many factors. It matters which products or services you sell, what the goal of your website is, which industry your business is in and who your audience is. What we can say is that the average conversion rate is roughly between 2% and 5%.

With a higher conversion rate you increase revenue per visitor and save on customer acquisition costs. Stop raising your ad spend and hiring extra staff. Tackle the problem at its core and get more value from the visitors you already have.

Whether it is requesting a quote, ordering a product or buying a service: with years of experience, ROXTAR has everything in house to help raise the conversion rate of your website.

For webshops, most of the gains are in the checkout and on the product page. Still working on a new shop? Then see having a webshop built, because some of these choices are easiest to make during the build.