Most businesses spend heavily to attract visitors, then let the overwhelming majority leave without a second thought. Conversion rate optimization is the cheapest growth available: the traffic is already paid for, so every point of improvement is close to pure margin.
It starts with trustworthy data. I set up GA4 and Google Tag Manager properly, define the events that actually matter, and build reporting you will genuinely look at. Then we find where visitors drop off, using heatmaps, session recordings and funnel analysis, and systematically test fixes.
What Has Changed Recently
Measurement has become noticeably harder. Browser tracking prevention, ad blockers and consent requirements mean a standard client-side GA4 install now under-reports a meaningful share of conversions — and both Google and Meta optimise against whatever data they receive, so gaps in tracking directly cost you performance. Server-side tagging and Consent Mode v2 have moved from nice-to-have to necessary for anyone spending seriously on ads.
What's Included
GA4 and Tag Manager setup
Correct event tracking, conversions and filters — not the default install that measures nothing useful.
Conversion and funnel tracking
Every meaningful step from landing page to enquiry mapped and measured.
Heatmaps and session recordings
Watch where real users hesitate, misclick and abandon.
Custom dashboards
A single Looker Studio dashboard combining ads, organic search and on-site behaviour.
A/B testing
Structured tests on headlines, layouts, forms and calls to action, with statistical significance respected.
Form and checkout optimization
The highest-impact area for almost every business — fewer fields, clearer errors, less friction.
Server-side tagging and Consent Mode v2
Recover conversions lost to ad blockers and browser restrictions, and stay compliant with consent requirements.
Attribution reporting
Which channels actually generate revenue, not just which get the last click.
How It Works
Tracking Audit
Verifying what is currently measured, what is broken, and what is missing entirely.
Implementation
Clean GA4 and Tag Manager setup with documented events and conversions.
Behaviour Analysis
Heatmaps, recordings and funnel reports to locate the real drop-off points.
Hypothesis and Test
A prioritised test roadmap based on impact and effort, run one variable at a time.
Iterate
Winners implemented permanently, losers documented, next test launched.
Frequently Asked Questions
For statistically valid A/B testing you need a reasonable volume of visitors and conversions each month on the page being tested. Below that we still improve conversion rates — just through best-practice fixes and user research rather than split testing.
It varies enormously by industry, so benchmarks are less useful than they sound. The question worth asking is whether this month beats last month for the same traffic.
Universal Analytics is gone, so yes if you want historical trends and ad platform integration. More importantly, a properly configured GA4 tells you which pages and channels create enquiries — and that is what makes your ad budget decisions defensible.
They almost always will. Each platform uses a different attribution model and a different lookback window, and each loses a different share of data to ad blockers and browser restrictions. The fix is not to make them match — it is to pick one source as your reference, understand what each is actually counting, and implement server-side tracking so the gaps get smaller.
If you spend meaningfully on ads, it is worth doing. A standard client-side setup now misses a noticeable share of conversions, and since the ad platforms optimise against the data they receive, missing conversions means worse targeting and higher costs. If your ad spend is small, standard tracking done correctly is usually enough.
Yes. Analytics and CRO work well as a standalone engagement. I am happy to provide clean reporting that both you and your existing agency can work from.
Want to talk about Analytics & CRO?
Free consultation, honest advice, and a clear scope before you commit to anything.