Conversion Rate Optimization

Why most CRO programs fail

Companies chase conversion rate improvements through random button color changes and homepage redesigns without understanding why users actually hesitate. They run A/B tests that lack statistical power or measure the wrong metrics. They optimize isolated pages without considering the full user journey. The result: wasted development cycles on changes that produce no meaningful business impact.

Effective conversion optimization requires a systematic approach grounded in behavioral data and user research. At Stoneberg Design, we bring experience from B2B SaaS environments where conversion improvements directly impact ARR. We start with analytics to identify high-impact friction points, validate hypotheses through qualitative research, and design experiments that produce statistically significant results.

Our conversion optimization methodology

Every engagement begins with comprehensive funnel analysis. We instrument key conversion paths with analytics to measure drop-off at each step, then layer in session recordings and heatmaps to understand user behavior patterns. This quantitative foundation reveals where to focus optimization efforts for maximum impact.

Qualitative research adds the critical "why" behind the numbers. User interviews uncover objections, confusion points, and missing information that cause hesitation. Usability testing of conversion flows highlights interaction patterns that analytics alone would miss. These insights inform prioritized experiment hypotheses that address root causes, not just symptoms.

Designing high-impact experiments

We design A/B tests that balance statistical rigor with practical business constraints. This means proper sample size calculations, clear primary metrics, and experiment duration based on traffic patterns and expected effect sizes. We avoid the common pitfall of calling winners too early or measuring too many metrics without multiple comparison adjustments.

Our experiments address multiple optimization dimensions: reducing form friction through progressive disclosure, clarifying value propositions at decision points, improving trust signals for skeptical buyers, and optimizing page load performance for impatient users. Each test builds on previous learnings to compound conversion improvements over time.

Beyond signup: activation and retention

For B2B SaaS products, initial signup conversion is just the beginning. The critical metrics are activation rate, time to value, and long-term retention. We optimize onboarding flows to get new users productive quickly, design aha moment experiences that demonstrate core value, and identify friction in upgrade funnels that limit expansion revenue.

Having worked on conversion optimization at enterprise software companies, we understand the full customer lifecycle. Our recommendations account for different user segments, align with product-led growth strategies, and balance short-term conversion wins with long-term user experience quality.

Measuring what matters

We focus on business outcomes, not vanity metrics. For B2B products, this means qualified signups, product activation, and expansion revenue. For content sites, engaged visits and return user rates. We establish clear measurement frameworks upfront, track leading indicators that predict lagging revenue metrics, and report results in terms of business impact.

Whether you need a one-time conversion audit or ongoing optimization partnership, we bring the analytical rigor and UX expertise to transform user behavior insights into measurable revenue improvements.