01
Headline and value proposition
Clarity, campaign consistency and understanding of the promise: hypotheses to check with the relevant audience.
CRO · CONVERSION OPTIMISATION Observe more clearly,
Observe more clearly,
decide with evidence.
An improvement process based on reliable measurement, explicit hypotheses and experiments suited to available traffic. Each decision retains its context and limitations.
Baseline
Starting point
Measured before intervention
1
Isolated hypothesis
Where the protocol allows
N
Required sample
Calculated for each test
Record
Documented decision
Result, limitations and context
INTERACTIVE TOOL Two variants,
Two variants,
five hypotheses to test.
Drag the slider to compare two fictional mockups. Variant B illustrates possible improvements, not a measured result or an automatically winning version.
← Variant A · illustrative control Variant B · illustrative hypotheses →
CLEAR PROMISE
Identify the right improvements for your home.
A fictional proposition to replace with an accurate, verifiable promise.
EVIDENCE Space reserved for authentic, sourced reviews
Request my free audit
Email · Postcode · Phone (only 3 fields)
Energy solutions for homeowners
Discover our energy efficiency services and offers tailored to your needs.
Learn more
Surname, First name, Email, Phone, Address, Postcode, City, Property type (8 fields)
← See beforeSee after →
1
Headline built around the user’s need
2
Subheading that clarifies the proposition
3
CTA with an explicit expected action
4
Space for verifiable evidence
5
Form fields limited to useful information
Fictional landing page example for illustration. No client figures, commercial results or causal links are claimed.
Anatomy
8 areas to investigate.
Areas of analysis to select according to the journey, available data and website objectives.
02
CTA: text, colour, position
Wording, visibility and placement can be tested without assuming their impact.
03
Form: fields and sequence
Each field is assessed for usefulness, observed friction and the quality of enquiries received.
04
Evidence and reassurance
Verifiable reviews, authorised references, accurate certifications and answers to objections.
05
Visual hierarchy
Spacing, contrast and reading order are examined on the screens people actually use.
06
Purchase or registration funnel
Steps, errors, backtracking and abandonment are measured before proposing simplification.
07
Perceived and measured performance
Waiting times, feedback and visual stability are analysed using field data and controlled tests.
08
Segmentation
Content adaptation is considered only where useful, measurable and compatible with privacy rules.
Method
Prioritise before testing.
ICE helps order a backlog according to estimated impact, available evidence and effort. It does not predict a test’s outcome.
The visual guide
Keep observations, hypotheses and results distinct
-
Observation
An abandonment, error or point of friction that has actually been documented.
-
Hypothesis
A change to prioritise according to evidence and estimated effort.
-
Result
What the test allows us to conclude within its own context.
I
Impact
What effect would be useful for the business if the hypothesis were confirmed?
C
Confidence
Which available evidence actually supports the hypothesis?
E
Ease
How easy is the technical implementation?
ICE scores remain comparative estimates within a single backlog. They organise work and never indicate a gain, probability of success or statistical threshold.
Workflow
4 steps in a continuous cycle.
- 01
Measurement audit
Quality of instrumentation, journeys and available qualitative data.
Observe
- 02
Prioritised hypotheses
A backlog based on data, user research and feasibility.
Formulate
- 03
Appropriate protocol
Population, indicator, minimum useful effect, sample size and decision rule defined before the test.
Test
- 04
Analysis + documentation
Result, uncertainty, limitations and decision recorded before the next iteration.
Learn
Transparency What is included,
What is included,
and what is not.
Included in the price
- Audit of available data and its quality
- Backlog of prioritised hypotheses
- Experimentation plan suited to traffic and business stakes
- Configuration of the tools selected within the scope
- Implementation of variants according to the stack
- Statistical protocol documented before launch
- Reporting of results, uncertainty and limitations
- Documentation of decisions and variants
- Review of trackers and the consent mechanism
Optional or available separately
- Overall visual redesign (separate service)
- Advanced Optimizely/VWO A/B testing (optional extra)
- Dynamic one-to-one personalisation (on quotation)
- Paid acquisition to generate test traffic (separate)
Investment
Three CRO packages.
One-off audit
Assessment before development or redesign
1 800 €
Excluding VAT · Scope to be confirmed
- Instrumentation audit
- Prioritised hypotheses
- Action plan
- Presentation of findings
- No implementation
Structured cycle
CRO Sprint
Set up an initial measurement cycle
6 500 €
Excluding VAT · Cycle scoped in the quotation
- Audit and configuration
- Experimentation plan
- Implementation according to the stack
- Documented reporting
- Data-informed decisions
Continuous CRO
Continuous improvement programme
From €2,200/month
Excluding VAT · Frequency to be confirmed
- Active backlog
- Experiments suited to available traffic
- Dashboard
- Marketing team coordination
- Lasting documentation
Indicative prices excluding VAT. Scope, frequency and final price confirmed in the quotation. VAT applies according to your situation.
Frequently asked questions
All about CRO.
What is CRO, and how does it differ from SEO?
CRO (Conversion Rate Optimisation) aims to improve a journey through observation and measured experiments. SEO focuses mainly on discovery and visibility in search engines. Neither automatically turns traffic into customers. When SEO, CRO, performance and UX are considered together, this is also called SXO (Search & Conversion eXperience).
How much does a CRO programme cost in Brussels?
The packages shown start at €1,800 excluding VAT for a one-off audit. The price and frequency of ongoing support depend on existing measurement instrumentation, traffic, stack and number of journeys. The quotation sets the scope without promising conversion gains or financial returns.
How much traffic do I need for A/B testing?
There is no universal threshold. Sample size depends on factors including the baseline rate, minimum useful effect, variability, desired statistical power and analysis method. It is calculated before each experiment. When volume cannot support a conclusive test, qualitative research can inform hypotheses without, on its own, proving a causal effect.
How soon will we see the first results?
No fixed timeline is credible without knowing traffic, conversion frequency, seasonality and instrumentation quality. The protocol defines a data collection window and stopping rule before launch. An inconclusive result is still useful when properly documented.
Which tools do you use for CRO?
The stack may include GA4, Looker Studio, a tag manager and, where justified, a heatmap or experimentation tool. The choice depends on objectives, stack, budget and privacy rules. A Google tool or setting can never establish GDPR compliance on its own.
Do I need to rebuild my website for CRO?
Not necessarily. An initial programme can focus on instrumentation, understanding the journey or a targeted variant. A redesign becomes relevant when problems are structural or the stack prevents the required changes. The decision is based on diagnosis, not a general promise of ROI.
Do CRO and A/B testing comply with GDPR?
That depends on the data collected, tools, purposes, legal basis, recipients and chosen configuration. Consent Mode sends signals to Google products, but does not replace consent where required, information for individuals or an analysis of responsibilities. A separate legal review may be needed.
CRO consultancy based in Uccle, working in Ixelles, Saint-Gilles, Etterbeek, Woluwe-Saint-Pierre and 15 other municipalities.
A free initial CRO review.
A scoping conversation to examine the visible journey, available measurement and hypotheses to test. This first look does not predict a conversion gain.
