More Than Just Conversion Rate Optimization (CRO) Services

Our website optimization and testing programs will increase conversion rates (CRO), average order value (AOV), convert traffic into leads, and address usability issues.

Creating a Program

We take a humanized approach when developing our clients’ Optimization and Testing programs. We work to understand your customer, what they do and do not do, and finally, what you want them to do. Then, we will utilize this data to create a comprehensive program that can be scaled and used to direct decisions moving forward.

Testing & Learning

We use a mix of A/B, multivariate, heuristic, and user testing methods based on your defined program to uncover insights into what your customers are actually doing versus what you think they are doing. Then, our team will analyze data and develop new tests that will continue to drive you towards your primary actions and goals.

Growing & Scaling

As your conversion optimization agency, we will help you uncover opportunities to increase sales, leads, and time on-site. We then implement changes globally and across all channels, as needed. Your website is one touch point to your customer and the right optimization and testing approach should be applied to marketing as well.

Our Approach to CRO

You may or may not have a testing tool already in place. While our preferred tool is Optimizely, our team will research options and identify the right solution for you. To ensure the most efficient and focused approach to optimizing your website, we test the usability of your current website and review your web analytics data, and then track the effect of any changes made.

After the plan has been completed, which identifies the testing elements and timelines, Digital Operative will utilize testing tools on a monthly basis. We will run monthly tests, analyze results, present findings, and implement the appropriate solutions that were approved. Our goal is to implement and enhance a new “culture of optimization” that will result in not only better educated decisions for your future projects, but also ensure that your website is constantly keeping up with your customers’ expectations.

Usability Testing & A/B Testing Consulting

We employ a variety of methods for understanding and testing the current usability of your website, including:

  • Remote usability testing split
  • A/B testing
  • Writing scripts
  • Reviewing results, analysis, and presentation of recommendations
  • Website analytics audit


Once tests are complete and results are analyzed, we will produce a report and present to the stakeholders of your company. During this session, we will not only identify areas of short-term improvement, but also more long term strategies for testing and optimization. Following this iterative approach, Digital Operative is able to maintain a clear sense of what is and is not optimal in the following areas: conversion rate per visit value (PVV), average order value (AOV), feature engagement, brand messaging, content clarity and flow, and mobile website usability.