Conversion rate optimisation
Turn evidence into better digital journeys.
Get more value from the traffic you already have. Kraken Data combines digital analytics, customer insight, UX, experimentation and hands-on delivery to identify friction and validate what genuinely improves performance.
Strategy through to analysis
Platform agnostic
Senior specialists doing the work
Experimentation programFrom signal to validated outcome
Active
Validated result+31%progression to payment
End-to-endStrategy, design, build, QA and analysis
Evidence-ledAnalytics and behaviour before opinions
Commercially focusedTests tied to meaningful business outcomes
Low overheadA complete capability without assembling agencies
What CRO should do
Improve performance without simply buying more traffic.
Conversion rate optimisation is the structured process of improving a website or digital experience so more visitors complete a valuable action—such as purchasing, requesting a quote, submitting a lead or progressing through a key journey.
Good CRO is not a collection of cosmetic changes. It uses data to locate friction, customer insight to understand it and controlled experimentation to determine which changes actually work.
Where we help
You probably do not need more ideas. You need a reliable way to find and validate the right ones.
Our programs are designed for teams with meaningful digital traffic, valuable journeys and more opportunities than internal delivery capacity.
Acquisition is working, but conversion is not
Traffic is reaching the site, yet too few visitors enquire, buy, quote or continue to the next step.
Your funnels have visible drop-off
Forms, quotes, checkout or onboarding journeys lose customers, but the reason is not yet clear.
UX decisions need stronger evidence
Stakeholders have competing opinions and need a practical way to validate what improves the experience.
Testing is too ad hoc
Experiments happen occasionally, without a sustained roadmap, repeatable governance or shared learning.
Your team lacks delivery capacity
You have opportunities, but not the combined strategy, design, development, QA and analysis capability to ship them.
Analytics and experimentation are disconnected
Reporting identifies issues, but insights are not consistently converted into tested improvements.
A complete CRO capability
Everything required to move from opportunity to validated result.
Kraken Data works as an extension of your digital team. We take responsibility for the practical work that keeps an experimentation program moving.
One connected team
Analytics, prioritisation, test planning, UX, build, QA, launch, monitoring and result analysis.
Analytics and opportunity analysis
Review journey, funnel and behavioural data to identify where performance is being lost.
Ideation and prioritisation
Build an evidence-backed roadmap ranked by likely impact, confidence and delivery effort.
Hypotheses and test plans
Define the change, rationale, audience, success metrics, guardrails and approval requirements.
Variation design and build
Create production-quality changes to content, layout, forms, navigation, propositions and journeys.
Quality assurance and launch
Test across relevant devices and browsers, verify tracking and monitor live experiment delivery.
Analysis and recommendations
Explain what happened, why it matters and how the learning should influence future decisions.
What we optimise
Focus effort where customer confidence and commercial value meet.
Large redesigns are not always the answer. Valuable gains often come from improving flow, clarity, relevance and reassurance at the moments that influence a decision.
Talk through your priority journey →
Quote funnelsLead generation formsCheckout flowsLanding pagesProduct pagesMobile journeysCalls to actionTrust and reassuranceNavigationMessaging and propositionsOnboardingCustomer portals
How the program works
A repeatable operating model—not a queue of disconnected tests.
Each experiment follows a clear path from evidence through to decision, while the roadmap evolves as new data and learning become available.
Discover opportunities
Review analytics, behavioural patterns, existing research and journey performance.
Prioritise the right tests
Assess potential impact, strength of evidence, reach and implementation effort.
Define the experiment
Write the hypothesis, targeting, metrics, guardrails and stakeholder-ready test plan.
Design and build
Create the variation and implement it in your existing optimisation platform.
QA, launch and monitor
Validate experience delivery and measurement before and throughout the live test.
Analyse and apply the learning
Translate results into decisions, recommendations and the next iteration of the roadmap.
Why Kraken Data
Analytics and experimentation belong in the same conversation.
Because Kraken Data is also an enterprise digital-analytics and customer-data consultancy, our CRO work starts with a stronger understanding of measurement, data quality, customer journeys and platform reality.
That means we can help fix the evidence foundation—not merely design tests around unreliable reporting.
Senior deliveryThe people shaping the strategy are also close to the implementation and analysis.
Platform agnosticWe work with your existing optimisation technology and recommend changes only where they are justified.
Practical governanceClear plans, approvals, QA and reporting reduce stakeholder effort without reducing rigour.
Learning over theatreSuccess is measured in validated decisions and commercial outcomes—not experiment volume.
Representative outcomes
Improvements measured at meaningful points in the journey.
Results vary by audience, journey and implementation. These examples show the kind of progression and engagement metrics our programs are designed to improve.
Progression to payment
A clearer call to action helped more customers move from summary into payment.
Key journey engagement
A more visible and relevant pathway substantially increased interaction on mobile.
Quote-flow interaction
Targeted journey changes improved engagement through a complex digital quote experience.
Experiment outcomes should always be interpreted with their underlying sample, duration, confidence and commercial context.
Common questions
What teams usually want to know before starting.
How much traffic do we need for CRO?
There is no useful universal threshold. It depends on baseline conversion, expected effect size, traffic allocation and the metric being tested. We assess feasibility before recommending an experimentation roadmap.
Can you work with our current experimentation platform?
Yes. Kraken Data is platform agnostic and can work within an existing setup, assess whether it is fit for purpose or help define a more appropriate operating model.
Do you only provide strategy?
No. Our model is deliberately hands-on: opportunity analysis, planning, design, development, QA, launch support, monitoring, analysis and recommendations can all be included.
Can CRO work alongside our analytics or customer-data program?
That is often the strongest arrangement. Better collection and journey analysis reveal opportunities; experimentation then validates which experience changes create value.
Do you work outside Melbourne?
Yes. We work with organisations across Australia and New Zealand through a collaborative remote delivery model.
Where is your digital journey losing momentum?
Tell us which funnel, form, quote, checkout or customer journey matters most. We will help determine whether there is enough evidence and opportunity to build a worthwhile CRO program.
Discuss your CRO program