What is a good conversion rate?+
There is no useful universal benchmark, because the number depends entirely on traffic source, intent, price point and what counts as a conversion. A branded search visitor to a clinic booking page and a cold social visitor to an ecommerce product page are not comparable at all. The only benchmark worth tracking is your own rate over time, segmented by source and device, which is why we record it properly before changing anything.
How much traffic do I need for A/B testing?+
As a working rule, around a thousand conversions a month across the page you want to test gives you enough power to detect realistic effects within a sensible timeframe. Below a few hundred conversions a month, testing produces answers so slowly and so noisily that it is not worth the tooling cost. That is not a reason to ignore conversion work — it is a reason to do research and ship fixes directly instead of testing them.
How long should a test run?+
Until it reaches the sample size calculated before launch, and never fewer than two full weeks so it covers complete weekly cycles including weekends. Stopping early because the result looks good is the most reliable way to ship a change that does nothing. We also avoid running tests across festival periods, major promotions or any window where visitor behaviour is atypical, since the result would not generalise.
Is CRO better value than buying more traffic?+
Usually, up to a point. Improving conversion lifts the return on every channel simultaneously and does not stop when you stop paying, whereas paid traffic stops the day the budget does. The caveat is traffic volume: if you have very few visitors, doubling a small number is still a small number, and acquisition is the more urgent problem. The two work best in sequence — fix conversion, then scale acquisition into a funnel that holds.
Do you use heatmaps?+
As a prompt, not as evidence. Heatmaps are good at making you curious about a page and bad at telling you why something happens — aggregated click density is easy to over-interpret, and scroll maps flatter pages that are simply short. We use them alongside session recordings, form analytics and direct user input, and we do not build hypotheses on a heatmap alone.
What happens if a test loses?+
We keep the original, document the result, and treat the loss as information about what your customers actually respond to. Losses are frequently more useful than wins because they contradict an assumption the whole team held. They appear in your reporting exactly as the wins do. Any agency whose test log contains only successes is either not running enough tests or not showing you all of them.
