Because the ad is rarely the problem if the page loses the visitor. Conversion rate optimisation that starts from what people actually do on your site.
Conversion rate optimisation (CRO) is the practice of getting more of your existing visitors to take the action you want, without buying more traffic.
Route Ignite runs CRO as a series of evidence-led tests: we watch what visitors do, form a reason for why they leave, change one thing, and measure.
We have built 350+ websites and worked on 150+ Shopify stores, so we know where sites tend to leak.
Doubling ad spend on a leaky page doubles the waste. Fixing the page first makes every rupee of traffic work harder, from every channel at once.
That is why CRO is often the cheapest growth available. You have already paid to get people to the door. The question is what happens when they arrive.
Conversion rate is the share of visitors who do what you want: buy, enquire, book, sign up. A one-point improvement on a busy site can be worth more than a large increase in traffic.
It is also easy to misread. A rate that rises because you lost your low-intent traffic is not a win. We look at conversion alongside revenue and lead quality, so a better number really means a better business.
| Area | Typical problem | Typical fix |
|---|---|---|
| Landing pages | Message does not match the ad | Rewrite the headline and first screen to the promise made |
| Forms | Too many fields, no reassurance | Cut fields, add trust cues, offer WhatsApp as an alternative |
| Mobile experience | Slow load, tiny buttons | Speed work and thumb-friendly layout |
| Product pages | Thin information, weak images | Clearer benefits, better media, reviews higher up |
| Checkout | Surprise costs, forced sign-up | Show costs early, allow guest checkout |
| Navigation | Visitors cannot find what they came for | Simpler menus and better search |
We do not start by guessing. Session recordings show where people hesitate, rage-click or give up. Heatmaps show what gets attention and what is ignored. Analytics shows which pages lose the most visitors.
Surveys and a few conversations with customers or your sales team often add the missing reason: the thing people were worried about that the page never answered.
A test needs enough visitors to tell a real difference from chance. We calculate the sample needed before starting and run each test to completion, instead of calling a winner after two good days.
We change one thing at a time where we can, so you know what worked. We also record the losers, because they are often as informative as the winners.
A slow page is a leaking page. Many conversion problems are really performance problems: heavy images, unneeded scripts, apps that load on every page. We review Core Web Vitals alongside the design, because fast pages convert more and rank better.
Technical friction also includes broken forms, confusing error messages and checkout steps that fail on some phones. These are easy to miss and costly to leave.
CRO lifts every channel at once, so it pairs well with paid media, SEO and email. We can run it alongside our performance marketing work, so the traffic you buy lands on a page built to convert.
If you already have a developer or design team, we hand over clear briefs rather than vague suggestions.
CRO needs enough traffic to test properly. On a low-traffic site we will say so, and focus on fixes that do not need a statistical test: speed, clarity, obvious friction.
It also cannot rescue a weak offer. If the product is not competitive, no button colour will fix that, and we will tell you.
| Step | What happens | What you get |
|---|---|---|
| 1. Baseline | We set up analytics and review current performance | A clear starting point |
| 2. Research | Recordings, heatmaps, data and customer input | Evidence for where visitors are lost |
| 3. Hypotheses | A ranked list of changes with reasons | A testing roadmap |
| 4. Test | A/B tests run to a proper sample | Winners and losers, written up |
| 5. Implement and repeat | Winners shipped, next test begins | A steadily improving site |
We cannot promise a specific uplift. Results depend on traffic, the starting point and how much can be changed. Anyone guaranteeing a percentage before looking at your site is guessing.
We promise a rigorous process, honest reporting and changes measured against revenue and lead quality, not vanity metrics.
It depends on the industry, the traffic source and the action. Compare against your own past numbers and your own best pages, not a generic benchmark.
Quick fixes can show up within weeks. Proper A/B tests need traffic, so a few weeks per test is normal.
Yes. We need read access to GA4 and, if you use one, a heatmap tool. We can install them if you do not have them.
No. SEO brings visitors in. CRO makes more of the visitors you already have take action. They work well together.
Proper A/B testing needs a reasonable amount. With less, we focus on obvious fixes that do not need testing.
Not if they are planned properly. We keep headings, content and structure that help rankings, and test changes carefully.
Yes. We work on both, and on custom-built sites.
Tell us what's broken. We'll tell you whether we're the right people to fix it, and if we're not, we'll say so.