04 · Design that argues, not decorates
Nobody ever bought something because the hero image had a nice parallax. They bought because an objection got answered at the exact moment they raised it.
- Research
- Objection map before a single test is written
- Sequential
- Powered tests with pre-registered stop rules
- Per session
- Read in revenue, never conversion rate alone
The problem
Most CRO is a graveyard of button-colour tests that never reached significance. The problem is not testing velocity. It is testing the wrong layer. If your page fails to answer the three objections keeping a buyer from acting, no amount of micro-optimisation rescues it.
Our process starts with evidence, not instinct: session replay, on-site polling, support-ticket mining, review sentiment and post-purchase surveys. Out of that comes a ranked objection map: the actual reasons people leave, in the order they leave for.
We then design against those objections directly. Every module on a page has a job: establish the promise, prove it, remove a risk, or ask for the order. Modules that cannot name their job get cut. It produces pages that look considered because they are structured, not because they are styled.
Testing is run properly. Pre-registered hypotheses, power calculations before launch, sequential testing so we can stop early without inflating false positives, and results reported in revenue per session rather than conversion rate alone, because a conversion-rate win that sinks average order value is a loss wearing a disguise.
What we actually hand over
Built in your accounts, documented as we go, and yours to keep whether or not you renew.
- Figma
- Shopify
- Next.js
- Convert
- VWO
- Hotjar
- Lighthouse
- 01
Objection mapping from qualitative and behavioural research
- 02
Landing page, PDP, cart and checkout redesign
- 03
Design system and component library for the revenue path
- 04
Experimentation roadmap with power calculations and stop rules
- 05
Sequential A/B and multivariate testing programme
- 06
Page performance engineering against Core Web Vitals
- 07
Accessibility conformance to WCAG 2.2 AA
The same discipline, run two ways
Lead generation
01High-consideration, offline close
The revenue path is the landing page, the quote form and the booking step. We cut fields that cost more than they qualify, answer the price question people leave the page to go find, and design around the phone call that actually closes the sale.
Ecommerce
02Direct-to-consumer, repeat purchase
Product detail page, cart and checkout, redesigned against a ranked objection map and validated in revenue per session rather than conversion rate alone.
What the first quarter looks like
Weeks 1–4
Research
Objection mapping, analytics forensics, heuristic review, benchmark and baseline set.
Weeks 5–10
Design & build
Revenue-path redesign, component library, performance engineering, first tests in market.
Month 3 onward
Experiment
Two to four live tests at all times, monthly readout, roadmap re-ranked against observed lift.
Questions we get about this
As a rule of thumb, around 25,000 sessions and 500 conversions per month on the tested page gives enough power to detect a 10% lift in a reasonable window. Below that we still redesign against research, but we validate with holdout periods and qualitative evidence rather than pretending an underpowered test is conclusive.
Pairs with
Want to know what conversion design would be worth here?
Send us your numbers. We will come back with where we think the leverage is, what it is plausibly worth, and what we would need to be true for it to work.
Engagements from $12,000 / month · 90 days, then month-to-month