Conversion Rate Optimisation (CRO) is all about turning more of your website visitors into customers, leads, or engaged users. At XIST2, we use data-driven insights from tools like Google Analytics, heatmaps, attention maps, scroll maps, and session recordings to understand exactly how users are interacting with a site, what they’re looking for, where they’re engaging, and where they’re getting stuck.
Using this information, we can identify opportunities to improve the user experience, suggest and implement changes, and A/B test those changes to measure their impact. The result is a continuous cycle of improvement, helping websites perform more effectively and deliver measurable business results.
Start improving your site today
Ready to get more from your website? At XIST2, we combine data, design, and testing to help your site convert more visitors into customers. Get in touch today to see how we can optimise your website, improve user experience, and drive measurable results for your business.
Analyse, compare, review
Conversion Rate Optimisation (CRO) is the process of improving your website so more visitors take meaningful action — whether that’s making an enquiry, completing a purchase, or downloading a resource. We begin by analysing how users currently interact with your site, using specialist tools to understand behaviour, friction points and engagement. This can happen at both a macro and micro level — from refining entire page layouts and messaging, to something as simple as repositioning a button or adjusting a headline.
Once opportunities are identified, we test improvements using controlled experiments. Through A/B testing, 50% of your traffic sees the original version of a page and 50% sees the revised version. We then measure performance against clear conversion goals. If the new version delivers stronger results, it becomes the new benchmark — ensuring every change is backed by real data, not assumptions.
We also use anonymous session recordings and heatmaps to understand how users navigate your site. These insights help us spot areas of high engagement, identify where users hesitate or drop off, and uncover subtle usability issues that may otherwise go unnoticed.
How we measure data
Heat maps
Heat maps show where users click, tap, or move their cursor on a page, highlighting areas of high and low interaction. They help reveal what elements attract attention, what gets ignored, and whether users are engaging with key calls to action as intended.
Scroll maps
Scroll maps show how far users scroll down a page and where they drop off. This helps identify whether important content is being seen, if pages are too long, or if key messages and CTAs are placed too far down the page.
Attention maps
Attention maps visualise where users spend the most time on a page, combining movement, pauses, and dwell time to indicate what content holds attention. They’re useful for understanding which sections users are actually reading versus skimming or skipping entirely.
Form funnel analysis
Form funnel analysis tracks how users move through a form step by step, showing where people abandon or get stuck. This insight helps identify friction points such as confusing fields, unnecessary questions, or validation issues that may be preventing conversions.
What you will receive
Our Conversion Rate Optimisation (CRO) reports are designed to bridge the gap between user intent and business objectives. By combining advanced behavioural analytics with expert UX analysis, we identify the specific friction points that prevent visitors from converting. Rather than relying on guesswork, we provide a data-driven roadmap of strategic recommendations tailored to improve clarity, navigation, and engagement across your entire digital platform.
Executive summary & strategic roadmap
Advanced behavioural tracking & data analysis
Site architecture & navigation audit
Key page performance reviews
Conversion path & form analysis
Call-to-Action (CTA) strategy
Strategic UX recommendations
Executive summary & strategic roadmap
A high-level overview identifying primary barriers to user progression and outlining strategic goals to turn informational intent into actionable outcomes.
Advanced behavioural tracking & data analysis
Interpretation of engagement data using heatmaps, scroll maps, and attention maps to identify exactly where users click, stay, or drop off.
Site architecture & navigation audit
An assessment of menu hierarchy and cognitive load to ensure consistent behavior and clear separation of core user pathways.
Key page performance reviews
Deep-dive analysis of high-traffic entry points and informational pages to evaluate their effectiveness as orientation hubs for your visitors.
Conversion path & form analysis
An audit of enquiry routes and lead-generation forms to reduce user hesitation and optimise the balance between form length and completion rates.
Call-to-Action (CTA) strategy
Evaluation of visual hierarchy and wording to ensure primary actions are high-contrast and distinguished from lower-commitment secondary options.
Strategic UX recommendations
Actionable conclusions addressing usability gaps and structural issues to improve site-wide clarity and drive meaningful interactions.
