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Let’s talk about your conversion

Conversion rate optimization (CRO)

You pay for traffic. Make it buy.

A visitor who lands on your site and leaves without buying is wasted budget. I analyse your journey, test improvements and connect the site to your ads, so every visit is worth more.

Let’s talk about your conversion See how I work

Audit · A/B testing · Monthly support

Who it’s for

Your traffic is there. The orders aren’t following.

01

Your traffic grows, your sales don’t

Visits are up, but orders stay flat: the problem sits after the click.

02

Your ads keep getting more expensive

To compensate, you raise the budget. Improving conversion makes every euro you invest work harder.

03

You don’t know where visitors drop off

Product page, cart, checkout, mobile: without analysis, you can’t tell where to act first.

04

You change the site by gut feeling

Without testing, you can’t tell whether a change helped, hurt or did nothing.

CRO explained simply

CRO means getting more out of the traffic you already have.

CRO stands for conversion rate optimization. It’s a methodical approach: we measure where visitors drop off, understand why, then test changes to check that they really improve results.

Measure

Where sales are lost: by step of the journey, by device, by traffic source.

Understand

Why visitors leave: observed behaviour, customer feedback, identified friction.

Test

Every idea is a hypothesis, validated by a test before it goes live across the whole site.

Without a CRO approach

  • Buying ever more traffic
  • Changing the site by gut feeling
  • Not knowing what worked

With a CRO approach

  • Converting the traffic you already pay for
  • Deciding from data and tests
  • Building on every learning
Want to steer your sales as a whole too? See my ecommerce growth offer

CRO doesn’t replace acquisition: it makes it more profitable.

Untapped potential

Every visitor who leaves without buying is wasted budget.

Whether your traffic comes from ads or from SEO, it cost you money or time. Until the page converts, that investment isn’t paying off. Estimate what an improvement in your conversion rate would be worth.

Orders per month→
Monthly revenue→
Estimated monthly gain

Indicative simulation based on your own assumptions: it doesn’t predict a result. Every store is different.

35%

potential conversion improvement from better checkout design, estimates the Baymard Institute for an average large ecommerce site

Source: Baymard Institute

Why it pays off

What CRO changes for your store.

More orders from the same traffic

Every point of conversion gained goes straight to revenue, with no extra media budget.

A lower acquisition cost

For the same ad budget, more orders: the cost per order goes down.

Decisions based on evidence

A test validates or rules out an idea before it goes live everywhere. No more gut-feeling redesigns.

A better understanding of your customers

Tests reveal what reassures, what motivates and what blocks. Those learnings also feed your ads and emails.

Gains that add up

A validated improvement stays; the next ones stack on top, cycle after cycle.

A better protected margin

Improving conversion and average order value lets you grow without systematic discounting.

What I do

A complete CRO approach, from analysis to testing.

Five steps that follow on from each other. You can hand me all of it, or only the step you need.

01 · Audit and data analysis

Know exactly where sales are lost.

I start with the numbers: the journey is broken down step by step, then by device, traffic source and type of visitor. We find where the biggest potential is before touching anything.

  • Conversion funnel: from visit to order, step by step.
  • Segments: mobile or desktop, new or returning, traffic source.
  • Data quality: tracking checked before any decision.
  • Priorities: the steps where the gap with potential is largest.

02 · Understand your visitors

See what the numbers don’t tell you.

Numbers show where visitors leave; observation explains why. I analyse heatmaps, session recordings, customer feedback and questions put to visitors, to form solid hypotheses.

  • Heatmaps: where people click, how far they scroll.
  • Session recordings: real visitors’ journeys.
  • On-site surveys: the reason for leaving, in visitors’ own words.
  • Customer reviews and questions: your customers’ exact words.

03 · Hypotheses and prioritisation

Test first what is most likely to matter.

Every observation becomes a precise hypothesis: what we change, for whom, and what effect we expect. Hypotheses are ranked by potential impact, the confidence we have in them and the effort required.

  • Written hypotheses: one change, one reason, one expected effect.
  • Impact, confidence, effort score: to decide the order.
  • Shared backlog: you see what’s planned and why.
  • Testing calendar: one test at a time per area of the site.

04 · A/B testing and rollout

Validate every change before rolling it out.

Two versions of a page are shown in parallel to different visitors. We only conclude once the sample is large enough to tell a real gain from chance. Winning versions are rolled out; the others still teach us something.

  • Sample size calculated in advance: no premature conclusions.
  • Full periods: whole weeks, with holidays accounted for.
  • Winning version rolled out: and tracked over time.
  • Documented learnings: they feed the next tests.

05 · The loop with your ads

A site that keeps the promise of the ad.

Paid traffic arrives with an expectation set by the ad. I compare your ads with their landing pages: the offer, the arguments, the visuals, the tone. When the page doesn’t pick up what the ad promises, visitors leave. And what tests reveal about your customers also feeds your ad creative.

  • Ad and page consistency: what’s promised is what’s shown.
  • Aligned arguments: same offer, same words, same visuals.
  • Dedicated pages: a landing page tailored to each campaign.
  • Shared learnings: tests feed your ads.

Your traffic is there, but orders aren’t following?

Ask for a CRO audit

Ways of working

An audit to get clarity, ongoing support to keep moving.

Option 1

CRO audit

Best if… you want to understand where your sales are lost and get a prioritised action plan, with no long-term commitment.

You receive: a quantified diagnosis of the journey, an analysis of visitor behaviour, a list of actions ranked by impact and a testing plan.

Option 2

Monthly support

Best if… you have enough traffic to test and want continuous improvement.

Every month: results analysis, new hypotheses, setting up and following tests, a review meeting and an up-to-date backlog.

Option 3

Link with your providers

Best if… you work with an ad agency, a developer or an in-house team.

I take care of: connecting them: test briefs, consistency between ads and pages, following results.

Portrait of Sophie Monteil, freelance digital marketing consultant in Toulouse
Sophie MonteilCRO

Why work with me

Why work with me on your CRO?

I’m Sophie Monteil, an independent digital marketing consultant based in Toulouse, France. I work across the whole journey of an online brand: ads, SEO, the site and conversion, in both B2B and B2C.

My approach to CRO isn’t limited to the site. I look at the whole loop, from the ad to the order, and connect what brings the traffic with what converts it.

See my background
01

I look at the whole loop

The ad, the landing page, the product page, the checkout: one view, from the click to the order.

02

I check message match

If the page doesn’t pick up the ad’s offer and arguments, visitors leave. That’s often where the loss hides.

03

A bridge with your providers

Ad agency, developer or in-house team: I connect them so everyone moves in the same direction.

04

A business reading, not just a rate

Conversion rate, but also average order value, margin and customer value: we optimise what matters to your results.

Method

A cycle that repeats

Each cycle builds on the learnings of the previous one.

  1. Step 1

    Measure

    We check tracking, break the journey down and find where sales are lost.

  2. Step 2

    Understand

    Visitor observation, customer feedback, analysis of the ads and their landing pages.

  3. Step 3

    Test

    Prioritised hypotheses, A/B tests run over full periods with a large enough sample.

  4. Step 4

    Roll out and learn

    Winning versions rolled out, learnings documented, then a new cycle.

FAQ

Your questions

What is CRO (conversion rate optimization)?
It’s the practice of increasing the share of visitors who take action (buy, request a quote, sign up) by measuring the journey, understanding the friction and testing improvements. CRO stands for conversion rate optimization.
How much traffic do you need for A/B tests?
There’s no single threshold: it depends on your current conversion rate and the size of the difference you want to measure. The smaller the expected difference, the more visitors and orders you need. I calculate the sample size before each test. If your traffic is limited, we start with the audit and the obvious fixes, which don’t need a test.
What is a good ecommerce conversion rate?
Benchmarks put the average at around 2 to 3% (about 3.4% on desktop and 2% on mobile according to the Contentsquare benchmark), with big differences by industry and product price. The best benchmark is your own: we compare your rate with your previous periods, by device and traffic source.
How long before I see results?
Obvious fixes can have a quick effect. For A/B tests, allow several weeks per test, because you need a large enough sample and full periods. Gains build up cycle after cycle.
CRO audit or monthly support: which should I choose?
The audit suits you if you want a diagnosis and a prioritised action plan for your team to apply. Monthly support suits you if you have the traffic to test and want to keep moving: I then run the analysis, hypothesis and testing cycles with you.
How does this connect to my ads?
I compare your ads with their landing pages: offer, arguments, visuals, tone. A page that doesn’t pick up the ad’s promise converts less, and the paid traffic is wasted. I can also pass to your ad teams what the tests teach us about your customers.
Do you work with my agency or my developer?
Yes. I write the test briefs, coordinate the setup and follow the results with you and your providers. If you want, I can also make some of the changes myself.
Do you guarantee a higher conversion rate?
No, and be wary of anyone who does. A test can also show that an idea doesn’t work, which is a useful result. What I commit to is a rigorous approach: measurement, hypotheses, testing, learning.
How is this different from SEO or advertising?
SEO and advertising bring visitors; CRO deals with what they do once they arrive. The three reinforce each other: the better the site converts, the more every euro of acquisition returns. See also my ecommerce growth consultant page.
Do you work on Shopify and WooCommerce?
Yes, on Shopify, WooCommerce and custom sites. I can also optimise landing pages built for advertising campaigns.

Next step

Put your traffic to work for you.

30 minutes to look at your numbers, your ads and your landing pages together, and see where the biggest potential is. No strings attached.

Let’s talk about your conversion