Conversion Research Services
Find out why people don't buy before you change a thing.
Start a projectMost conversion problems aren’t a design problem. They’re a visibility problem. You can see that traffic comes in and too little of it converts, but the analytics dashboard won’t tell you why — it shows you the leak, not the cause. So teams redesign on instinct, change the button color, rewrite the headline, and hope. Conversion research replaces the hoping with evidence.
We run three lenses on your funnel and reconcile them. Heuristic review — two senior practitioners walking every step against a fixed framework — surfaces the high-confidence problems fast. Qualitative work — session replays, heatmaps, on-site surveys, short interviews — tells us why people hesitate, in their own words. Quantitative analysis — funnel and form analytics in GA4 — tells us how much each problem costs and which fix is worth doing first. One lens alone misleads. Together they triangulate.
What you get back is a prioritized hypothesis backlog: each problem documented with its evidence, the change we’d make, the metric it should move, and a confidence-and-effort score. Not a vague “improve the UX” deck — a ranked, testable list that a CRO program can act on the next morning. And because we build and run what we make, the research usually isn’t where we stop. It’s where the work starts.
Built and run, end to end.
Heuristic and expert review
Two senior practitioners walk every step of the funnel against a fixed framework — clarity, friction, motivation, anxiety, distraction. We document each issue with a screenshot, the principle it violates, and the page it lives on. This is the fastest source of high-confidence problems, and it's where most engagements start. AI helps us cover every template and device combination so nothing gets skipped; the judgment about what actually hurts conversion stays with the people.
Session replay and behavior review
We watch real sessions and read heatmaps and scroll maps to see where attention dies, where rage-clicks cluster, and which elements get ignored. Recordings turn vague suspicion ("the page feels cluttered") into specific evidence ("68% never scroll past the hero; the pricing CTA is below that line"). We tag and clip the moments that matter so you see them too, not just our summary of them.
Voice-of-customer and on-site surveys
Heatmaps tell you what happened; they don't tell you why. We run exit-intent surveys, post-purchase questions, and short user interviews to capture hesitation and objection in the buyer's own words. That language feeds both the hypotheses and, often, the copy you'll test next. We read and theme every open-ended response — AI clusters the volume, a strategist decides what's signal.
Funnel and form analytics
We instrument the path properly in GA4 and your analytics stack, then quantify the leak: which step sheds the most users, which form field causes abandonment, where mobile diverges from desktop. Qualitative findings tell us what's wrong; the numbers tell us how much it costs and which fix is worth doing first. If the tracking is broken or under-built, we fix that before we trust a single chart.
Prioritized hypothesis backlog
Every finding becomes a written hypothesis: the problem, the evidence behind it, the proposed change, the metric it should move, and a confidence-and-effort score. You get a ranked backlog — not a vague redesign — so the testing program that follows runs on evidence instead of opinion. This is the actual deliverable. The research only matters if it tells you what to do next.
Research readout and walkthrough
We present the findings live, screen-share through the worst sessions, and defend the ranking. Your team can push back, add context we don't have, and re-prioritize before anything gets built. The document is yours to keep and reuse. We'd rather argue about the backlog in a room than hand over a PDF nobody opens.
Questions, answered.
What's the difference between conversion research and A/B testing?
Research is the diagnosis; testing is the treatment. Conversion research is the evidence-gathering phase — heuristic review, session replay, surveys, funnel analysis — that tells you what's actually broken and why. A/B testing is how you validate a fix. Running tests without research first means you're guessing at hypotheses and burning traffic on changes that had no reason to win. We do the research so the testing program that follows isn't a coin flip.
How long does a conversion research engagement take?
A focused diagnostic on a single funnel — say, a checkout or a lead form — typically runs three to five weeks. The expert review and analytics work move fast; the qualitative pieces (replays, surveys, interviews) need time to accumulate enough sessions and responses to be trustworthy. We won't draw conclusions from a survey with eleven answers. If you need a faster read, we can scope a heuristic-and-replay sprint and add the qualitative layer after.
What do we actually receive at the end?
A prioritized hypothesis backlog — the single most useful output of the work. Each entry states the problem, the evidence (with screenshots and clips), the proposed change, the metric it should move, and a confidence-and-effort score so you know what to test first. You also get the raw research artifacts: tagged recordings, survey exports, funnel reports. It's built to feed straight into a testing program, whether we run it or you do.
How much traffic do we need for this to be worth it?
Conversion research itself doesn't need high volume — heuristic review, replays, and surveys work on almost any traffic level, and finding the problems is valuable regardless. What needs volume is the testing that comes after: statistically valid A/B tests require a certain number of conversions to reach significance. If your traffic is thin, research still pays off, but we may recommend shipping the highest-confidence fixes directly rather than testing every one. We'll tell you honestly which camp you're in.
Do you just deliver findings, or do you fix the problems too?
Both, and that's the point — we build and run what we make. The research is the start of a working relationship, not a report we hand off and disappear. Most clients move from the hypothesis backlog straight into a testing and implementation program with the same team. We'd rather be accountable for whether the conversion rate actually moves than be right on paper. If you only want the diagnostic, that's a valid scope too.
Will you use our existing analytics or set up new tools?
We start with what you have. If your GA4 is configured correctly and your session-replay tool is already capturing data, we use it — no reason to add cost. Often the tracking is incomplete or misconfigured, in which case fixing the measurement is part of the work, because we won't trust numbers we can't verify. We're tool-agnostic on replay and survey platforms; the method matters more than the brand.