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Conversion Optimization & Testing

Conversion optimization (CRO) aims to increase the number of visitors becoming customers. More broadly, CRO is a process to increase the number of desired actions without increasing the amount of traffic.

The two main parts of a CRO process are a hypothesis and testing. The hypothesis is an educated guess about the customer behavior and expected business impact, and testing is a way to validate this. They require different sets of skills. Coming up with a meaningful hypothesis requires creativity and customer understanding, while testing requires technical and analytical skills.

CRO is most often an integral part of E-Commerce operations and lead acquisition, because they're the easiest to measure. But conversion optimization can be very valuable for other digital services as well.


The benefits of CRO are obvious as it directly targets improving the bottom-line. Successful CRO process means that you get more revenue or leads without increasing your marketing budget. Or that you can have a bigger budget with the same profitability. In the longer term, CRO also helps organization to improve its end-user experience through better customer understanding.

Our Approach

We believe that CRO is an iterative process where each test is about validating a hypothesis which then can serve as a basis for other hypotheses. It is a process which results in increasing profits through increasing customer understanding.

We start CRO by looking at different touchpoints of the conversion funnel to see where customers are dropping out. Based on this, we set up a CRO process that enables continuous improvement of different touchpoints.

Why Nordic Morning?

We have a lot of experience with different testing tools such as Optimizely, Visual Website Optimizer and Google Optimize. But we also have a wide range of talent from Web Analytics and User Experience Design to Web Development. This means that our service includes all aspects of a successful CRO process.

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Conversion Optimization & Testing is part of the Digital Growth Engine

Organisational CapabilitiesDigital ServicesContentMediaData & Customer InsightsMarketing TechnologyVision Strategy ChangeBuild & Run

Data & Customer Insights

The better the technological infrastructure, the easier it is to make quantitative research and insights. These insights give an understanding about how customers have behaved but not necessarily why they behaved in a certain way. That is why also qualitative research and insights are needed to build and run digital growth engine. By combining quantitative and qualitative insights provided by solutions in our four key offering areas, you are able to be truly customer centric and data driven.

Marketing Technology

Building the right technological infrastructure for your business needs is one the key areas of building a successful digital growth engine. The solutions from our four key offering areas provide the answers to collect data that enables data driven decision making and automated marketing & customer service related activities.

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