Conversion Rate Optimization

23%

increase in quote conversion rate YoY for a leading insurance carrier, equating to $8M in revenue

35%

increase in leads for a GPS fleet-tracking provider, equating in $3M in revenue

37%

increase in phone calls for a top cancer hospital

“Optimizing and personalizing a website is often an afterthought, but it’s one of the most important ways to increase leads or sales and build brand loyalty.”

Lindsay Peck, Senior Director, Web Experiences

Optimization Starts With The User and Ends With The Data

We take a full-funnel approach to optimization. By understanding how people move through your brand, we look at the big picture and help you build the ideal sales funnel. Our team combines UX, analytics, creative, and technical expertise to test and iterate across the experience. Each insight fuels smarter decisions and each improvement compounds over time. This results in more conversions, greater efficiency, and a stronger foundation for growth.

40

tests and optimizations run for clients over the past quarter

174

number of additional optimization ideas created to improve client site performance over the past quarter

30%

average conversion rate increase across all conversion optimization clients

Our Expertise

Conversion Rate Optimization

Our team specializes in turning website visitors into loyal customers through focused, data-driven optimization. We uncover what drives user behavior, eliminate friction across the journey, and deliver measurable results. 

  • Website Optimization

    Optimization starts with clarity. Through comprehensive audits, we evaluate performance across key areas like navigation, content hierarchy, user flow, and more. We identify areas of friction and lost opportunity, then deliver a prioritized roadmap to power your path to optimization. Each recommendation is tied to measurable impact, helping you focus efforts where they matter most.   

  • A/B Testing

    We use structured experimentation to uncover what drives user behavior. Whether it’s headline messaging, form design, or page layout, we validate hypotheses through A/B and multivariate testing– helping you scale what works and phase out what doesn’t. Our testing is designed to minimize guesswork, reduce risk, and drive ongoing performance gains.

  • Website Development

    A high-converting website needs to do more than just look good—it needs to guide users through a seamless, intuitive journey that builds trust and drives action. We focus on creating experiences that feel effortless, from first interaction to final conversion. Every detail is designed with the user in mind, encouraging repeat visits, stronger engagement, and lasting customer relationships.

  • UX/UI Research, Design, and Strategy

    Effective design is rooted in user insights. Through behavioral research, journey mapping, and usability testing, we uncover how people engage with your site, and where friction lives. That insight fuels thoughtful UI decisions that support faster paths to conversion. We bring strategy and creativity together to create user-centric experiences that deliver measurable results. 

  • Accessible Experience

    An optimized experience should work for everyone. We apply inclusive design principles to make your site intuitive, usable, and engaging for all customers. When barriers are removed and flexible user flows are created, brands can reach more people, improve usability, and deliver a better experience, all while supporting accessibility best practices.  

  • Landing Page Optimization

    Landing pages play a key role in campaign performance, often serving as the critical moment where interest turns into action. We design and optimize pages that align with user intent, reinforce trust, and drive meaningful outcomes. From messaging and visual hierarchy to CTAs, every element is fine-tuned through ongoing testing and performance insights to increase engagement and lift conversion rates. 

  • Personalization Strategy

    We help brands create tailored digital experiences that align with user intent, campaign goals, and buying behavior. From dynamic content and segmented messaging to personalized product recommendations, our strategies are built to increase relevance and drive conversion across the full customer journey. Personalization plays a key role in improving engagement, boosting ROI, and turning first-time visitors into long-term customers. 

  • Analytics & Reporting

    CRO only works when it’s measurable. We ensure analytics are correctly set up to track key user actions, support testing, and deliver clean, actionable insights. From KPIs to attribution, we help turn data into confident decisions.

Looking for more details about our CRO capabilities?

Contact Us

Case Studies

Case Studies

“Truly a team effort and among the best people and professionals we have associated with in our 25 year history. They all took great time and energy to understand our business and took a very personal interest in the success of our firm.”

– Rex Elliott, Partner, Cooper Elliott
Cooper Elliott

B2B Commerce and the customer journey are complex. 

So, we’ve built end-to-end commerce capabilities, expertly delivered, to help businesses transform how they operate and engage their customers across digital channels. The result? Better results. Realize Performance Commerce – with Smith.