The CRO Impact Calculator
Work out what half a percentage point of conversion rate is actually worth to you — and why it is almost always cheaper than buying the same revenue with ads.
Conversion rate is the only lever that improves every channel at once. Lift it and your Meta ads, your organic traffic and your email all get more valuable on the same day, with no extra spend.
A lift of 0.5pt means going from 1.6% to 2.1% — not a 0.5% relative improvement. Sitewide gains of 0.3–0.8pt are a realistic target for a store that has never been tested properly.
Why this beats buying the same revenue
To add the same revenue through paid media you have to buy every incremental order, forever, at whatever CAC the auction gives you that month. A conversion rate improvement is bought once and keeps paying — and it lifts the return on every ad dollar you were already spending.
That is why we will not take an ads retainer from a brand converting at 1.1%. Pouring traffic into a leaking funnel is the most expensive way to grow.
Not every test wins, and sitewide lifts are the sum of many small ones. Treat the output above as the prize for a full programme of work — typically eight to twelve tests — not as the result of a single button-colour change.
Where the lift usually comes from
| Area | Typical share of the gain | Why |
|---|---|---|
| Product page | ~40% | Most decisions are made or lost here. Offer clarity, proof, fit and shipping information. |
| Cart & checkout | ~25% | Surprise costs, forced accounts and slow steps kill intent that you already paid for. |
| Landing pages | ~20% | Ad-to-page message match. Most paid traffic lands somewhere it was not designed to land. |
| Homepage & collection | ~15% | Navigation, filtering and merchandising for people who arrive undecided. |
Before you test anything
- Check you have the traffic. Below roughly 20,000 sessions a month, most A/B tests will never reach significance. Fix the obvious things instead and move on.
- Measure revenue per session, not conversion rate. A test that lifts conversion but tanks AOV is a loss. Revenue per session catches that; conversion rate alone hides it.
- Run the teardown first. The CRO checklist finds the free wins before you spend anything on testing infrastructure.
A one-time optimisation is $1,000 — a full teardown, the prioritised fix list, and the build. Given what a half-point costs to buy through ads, it usually pays for itself inside a month.
Stop Paying For Traffic That Bounces
We will tear down your funnel free and tell you which pages are costing you the most.