Funnel Analysis
Funnel drop-off analysis in GA4: we find the step, device and channel where visitors leave and set priorities with data.
Explore
Service area
Conversion Rate Optimization (CRO) Services
A bigger ad budget buys more traffic; your site decides whether that traffic turns into sales. Our conversion rate optimization (CRO) services run four workstreams together: funnel analysis shows where visitors drop off, behavior analysis shows why, A/B testing proves whether a fix actually works, and page speed work removes the technical barrier in front of all of it.
Purpose and appearance
What do we use this service for?
We run conversion rate optimization to get more sales and leads from existing traffic without raising the ad budget. As conversion rate rises, cost per conversion falls, automated bidding campaigns learn faster from more signals, and growth on the same budget becomes possible.
Funnel stages it serves
- Awareness
- Consideration
- Conversion
- Loyalty
Conversion Rate Optimization
services within Conversion Rate Optimization
A/B Testing
A/B tests designed with a hypothesis, a sample size and duration calculation, and results read against order data.
ExploreHeatmaps and User Behavior
Heatmaps, scroll maps and filtered session recordings in Clarity or Hotjar that show where and why visitors get stuck.
ExplorePage Speed and Core Web Vitals
Page speed optimization: LCP, INP and CLS measured with real-user data and a prioritized fix list for your developers.
ExploreOur CRO process: funnel, behavior, speed, testing
The order matters, because each step raises the question for the next. The funnel gives us a finding such as 'drop-off at the mobile checkout step is twice that of desktop'. Session recordings show the cause, for example installment options disappearing when the keyboard opens. That becomes a hypothesis, and the hypothesis goes into an A/B test.
Page speed is not separate from this chain. If recordings show users tapping a button several times, the problem may lie not in the design but in a slow-responding page. In that case we fix speed first and set up the test afterwards; a test run on a slow page measures the effect of the delay more than the design difference.
- Funnel analysis: at which step, on which device, in which channel is the drop-off?
- Behavior analysis: what is the user doing at that step, and where do they get stuck?
- Page speed: is the drop-off caused by a technical delay?
- A/B testing: does the proposed change actually increase conversions?
Fix first, test second: when an A/B test is worth running
A broken form field, a button that doesn't show on mobile or a coupon box that throws an error doesn't need a test; it needs a fix. We reserve A/B testing for changes whose outcome we are genuinely unsure about. On low-traffic sites, where a test can take weeks to reach a result, we try bigger changes or read before-and-after comparisons cautiously, allowing for seasonality. We decide which fix and which test come first with the ICE scoring we use in growth experiments.
How conversion rate affects your ad costs
At the same cost per click, a higher conversion rate lowers cost per conversion. There is a second effect as well: campaigns using automated bidding, such as Performance Max and Meta Advantage+ Sales Campaigns, learn faster with more conversion signals. In Search campaigns, landing page experience is one of the components of Quality Score. That is why we run CRO within the same plan and meeting schedule as ad management.
Conversion Rate Optimization: when do we recommend it?
We recommend it
- Brands whose sales or lead volume isn't growing at the same rate as their ad traffic
- Sites where the mobile conversion rate is clearly below desktop
- The period before and after a move to a new design or a new e-commerce platform
We don't recommend it
- Sites where GA4 purchase counts don't match the order panel; the tagging setup needs fixing first
- Interface changes alone when the real problem is price, stock or delivery time
How we manage Conversion Rate Optimization
- Measurement checkWe verify against order data that funnel events arrive complete and in the right order.
- Drop-off mapWe identify the steps with the heaviest drop-off and the size of the revenue lost at each.
- Root cause researchWe review filtered heatmaps and session recordings for the high drop-off steps.
- Hypothesis listWe turn each finding into a measurable hypothesis and rank it by impact and ease.
- Fix or testWe fix errors directly and put changes we are unsure about into A/B tests.
Conversion Rate Optimization: metrics and requirements
Metrics we track
- Conversion rate
- Drop-off rate by step
- Average order value
- Cost per conversion
- Mobile vs. desktop gap
What you need to get started
- Correctly working GA4 e-commerce or lead events
- Access to add testing and behavior analytics code to the site
- A contact who can make design and development changes
- Traffic and sales data for the last 3 to 6 months
The Brand Move CRO Team
Contact us nowTo learn more about conversion optimization services, contact The Brand Move Conversion Optimization team today.
Explore further
Related services
Frequently asked questions
Conversion Rate Optimization: frequently asked questions
What does a CRO agency actually do?
We find where visitors drop off in the funnel, work out why with heatmaps and session recordings, fix clear errors directly and A/B test the changes we are unsure about. Page speed is checked alongside, because a slow page can look like a design problem. The output is a prioritized list of findings and a testing calendar.
When will we see results from CRO?
If measurement is accurate, the first findings appear within a few weeks, and fixing errors has an immediate effect. Results from tested changes depend on traffic; each test usually runs for at least two full weeks. So we plan the first months around fixes and the following months around a testing calendar.
How much traffic do you need for A/B testing?
As a rule of thumb, thousands of visitors per variant. Below that, a test takes too long to reach a result, so we fix what is clearly broken, try bigger changes and read before-and-after comparisons with seasonality in mind.
Which tools do you use for conversion optimization?
GA4 for funnel data, Microsoft Clarity for heatmaps and session recordings, an A/B testing tool for experiments and PageSpeed Insights for speed. The starting point is always GA4 funnel data checked against real orders.
Do we need to redesign our site from scratch?
Usually not. A full redesign makes it hard to see which change worked and puts the parts that already perform well at risk. Small, measurable changes on the few pages and steps where drop-off is concentrated usually deliver faster and safer results.
We also sell on marketplaces. Is CRO only for our own site?
Testing and behavior analysis are done on your own site. On marketplaces, you don't control the product page layout. We still carry what we learn on your site over to marketplace listings: images, titles and descriptions.
Let's run a first Conversion Rate Optimization review together.
In a free call we review the drop-off points in your funnel and your landing pages, then send you the first three ideas to test in writing.
Book a growth call
No sales pressure. Just findings.