More conversions.
Same traffic.
No extra ad spend.

FAQs

Common
questions.

What is conversion rate optimisation (CRO)?

Conversion rate optimisation (CRO) is the process of improving a website so a higher percentage of its visitors take the action you want — whether that is submitting an enquiry form, purchasing a product, booking a call, or signing up for a service. CRO works by identifying the specific reasons visitors are not converting — slow load speed, unclear CTAs, form friction, missing trust signals, confusing navigation — and fixing them through redesign, copy changes, and A/B testing. Unlike paid advertising, which increases traffic, CRO improves what you do with the traffic you already have. A site converting at 2% instead of 1% doubles your leads without spending an extra pound on ads.

How much does CRO cost in London?

CRO costs in London vary depending on the scope of work. A CRO audit from WebAnts starts from £1,500 and takes 1–2 weeks — this covers a full annotated audit of your site with prioritised fixes. A CRO Sprint (audit plus implementation) starts from £3,000 and takes 3–4 weeks. A full CRO programme including checkout optimisation, an A/B testing programme, and a monthly retainer starts from £5,000 and runs 6–8 weeks before moving into an ongoing monthly engagement. WebAnts provides flat written quotes after a free 30-minute discovery call — no hourly estimates, no scope surprises. No prepayment required.

What is a good conversion rate for a website?

Average website conversion rates vary significantly by industry and traffic type. For a B2B professional services website (law firms, accountants, agencies), a 2–5% lead conversion rate is considered good. For ecommerce, the industry average is 1.5–3%, with top-performing stores at 5–8%. SaaS free trial pages typically convert at 5–15% for warm traffic. If your site is converting below 1% from organic search traffic, there are almost certainly structural issues with your CTA hierarchy, form friction, or trust signals. WebAnts typically achieves a 2–5× uplift in conversion rate from a CRO audit and sprint engagement.

How long does CRO take to show results?

A CRO audit from WebAnts is delivered in 1–2 weeks and gives you the full picture of what is blocking conversions immediately. Implementation of the fixes (landing page redesign, form optimisation, copy rewrite) takes a further 2–4 weeks in a CRO Sprint engagement. A/B tests typically need 2–4 weeks to reach statistical significance, depending on traffic volume. For sites with very low traffic, we recommend implementing fixes directly rather than A/B testing — the sample sizes required for reliable results are not achievable in a reasonable timeframe. We will give you honest advice on which approach is right for your traffic level.

What is A/B testing and how does it work?

A/B testing (also called split testing) is a method of comparing two versions of a page to determine which converts better. You show Version A (the original) to 50% of visitors and Version B (the changed version) to the other 50%. After enough visitors have seen both versions to achieve statistical significance — typically a few hundred conversions per variant — you can declare a winner with confidence. Common A/B tests include headline copy variants, CTA button copy and colour, form length, social proof placement, and page layout. WebAnts sets up A/B tests using Google Optimize, VWO, or Optimizely depending on your platform, defines the statistical significance threshold upfront, and reports results in plain English with revenue-impact calculations.

What are the most common conversion killers on a website?

The most common conversion killers we identify in CRO audits are: (1) Slow page load speed — every second of delay reduces conversion rate by approximately 7%. (2) Unclear or buried CTAs — if visitors cannot see what to do next within three seconds, they leave. (3) Forms that are too long — removing one unnecessary field typically increases form conversion by 20–30%. (4) Missing social proof — testimonials, ratings, and client logos near conversion points significantly increase trust. (5) Mobile UX failures — over 60% of traffic is mobile, and most websites have significant mobile conversion issues. (6) Headline copy that describes the service rather than the outcome — benefit-led headlines consistently outperform feature-led ones. (7) No urgency or specificity — vague CTAs like 'Learn more' convert far less than specific ones like 'Get a free audit'.

Can CRO help my Shopify or ecommerce store?

Yes — ecommerce CRO is one of the highest-ROI forms of CRO available. WebAnts specialises in Shopify and WooCommerce checkout optimisation, product page redesign, cart abandonment reduction, and trust signal placement. The most common ecommerce conversion fixes are: checkout form simplification, trust badge placement near the payment button, product page copy restructuring (lead with benefits, not specifications), free shipping threshold visibility, and social proof on product pages (reviews, purchased counts). A WebAnts ecommerce CRO sprint starts from £3,000 and typically achieves a 15–35% improvement in checkout completion rate.

Do I need a CRO agency or can I do it myself?

You can implement basic CRO yourself — installing Hotjar, reviewing heatmaps, and making obvious copy changes is accessible without an agency. However, three things a CRO agency adds that are difficult to replicate internally: (1) Pattern recognition across many sites — we have seen hundreds of conversion blockers across different industries and know what a 0.8% conversion rate usually means before we look at a single heatmap. (2) Objective analysis — internal teams are too close to their own sites to see what first-time visitors see. (3) Implementation speed — a CRO Sprint with WebAnts delivers a full audit, landing page redesign, and A/B test setup in 3–4 weeks. The same work internally typically takes 3–4 months when competing against other priorities. For businesses spending £5,000/month or more on paid traffic, a CRO audit typically pays for itself in the first month.

What tools do you use for CRO?

WebAnts uses the following CRO tools depending on the project: Hotjar or Microsoft Clarity for heatmaps and session recordings; Google Optimize, VWO, or Optimizely for A/B testing; Google Analytics 4 for conversion funnel analysis; Google Search Console for landing page performance data; PageSpeed Insights and Core Web Vitals for load speed analysis; Figma for annotated audit reports and redesign mockups. For ecommerce clients, we also use Shopify Analytics, WooCommerce reporting, and cart abandonment data from Klaviyo or Mailchimp. We choose tools based on what you already have installed where possible to minimise setup overhead.

How do you measure conversion rate improvement?

We measure conversion rate improvement by establishing a baseline before any changes and then comparing the same metric after a defined period post-implementation. For lead generation sites, the primary metric is form submission conversion rate (unique visitors divided by form submissions). For ecommerce, the primary metric is checkout completion rate (sessions that add to cart divided by completed purchases). We also track micro-conversions — scroll depth, button clicks, time on page — to identify improvement in engagement before it shows up in primary conversion metrics. All before-and-after data is included in the delivery report, with revenue-impact calculations so you know exactly what the improvement was worth in monetary terms.

What is the difference between CRO and SEO?

SEO (Search Engine Optimisation) increases the number of visitors that arrive at your website from Google and other search engines. CRO (Conversion Rate Optimisation) increases the percentage of those visitors who take the action you want once they arrive. They are complementary, not competing disciplines. A site with excellent SEO but poor CRO is driving expensive traffic to a leaking bucket. A site with excellent CRO but poor SEO has a high-converting page that very few people ever see. The ideal approach is to do both — and at WebAnts, we apply CRO principles to every site we build as standard, regardless of whether the project is a CRO engagement or a new website build.

How do I hire a CRO agency in London?

To hire a CRO agency in London: first, define your primary conversion goal — leads, purchases, or sign-ups. Second, book a free discovery call and ask to see case studies with before-and-after conversion data — not just design screenshots. Third, confirm they measure results quantitatively and include before-and-after conversion reports in their deliverables. Fourth, ensure they provide flat quotes rather than open-ended hourly billing. WebAnts is a CRO agency in London rated 4.9★ on Google, 5.0 on Clutch, and 5.0 on Upwork. We offer free 30-minute discovery calls, flat quotes, and milestone-based payments — no prepayment required. Book via webants.io.