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More traffic isn’t always the answer. Most websites already have enough visitors—they just aren’t converting the way they should. Maybe people hesitate at a form field that looks intimidating. Maybe the mobile version buries an important CTA. Maybe the page loads a little slower than users expect. These small friction points add up, and they cost real money.
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Conversion rate optimization (CRO) is the work of finding those hidden blockers, fixing them, and tightening the experience so your site does more with the traffic you’ve already earned. A good CRO program doesn’t rely on guesses or trendy “growth hacks.” It relies on watching how real people navigate, decide, hesitate, and bail—and then shaping the experience to keep them moving confidently toward the outcome that matters.
Some agencies treat CRO like a side quest—run a couple of A/B tests, install a heatmap tool, call it a day. That approach rarely explains why users behave the way they do or what’s actually holding conversions back. We dig deeper. Instead of scattering random tests across the site, we study how people evaluate information, where they hesitate, how far they scroll, what they ignore, what they fixate on, and where the journey breaks down.
We’ve been designing, building, and optimizing websites for more than twenty years. In that time we’ve seen thousands of real user journeys—how shoppers behave on product pages, how B2B buyers evaluate trust, how mobile users move differently, and how small UX decisions shape big revenue outcomes. Those patterns give us a practical sense of what works and what doesn’t, long before a test even runs.
Every recommendation we make ties back to something measurable: scroll behavior, rage-clicks, hesitation zones, funnel drop-off, form abandonment, unclear messaging, or test results. We don’t optimize based on gut feelings. We look at what people actually do, and we refine the experience accordingly.
I wanted to take a moment to thank you and the Gravitate team for all of your efforts and collaboration. This has been a transition year for our team, and your steady guidance in growing and optimizing our Google Ads account, refining our LinkedIn Ads campaign strategy, and enhancing our SEO efforts has been greatly appreciated as we worked to build and strengthen our internal growth capabilities.
We could not be more pleased with our partnership with Gravitate, their collaboration, performance and proficiency in all facets of demand generation has surpassed our expectations. Within 90 days our Account Team, who are experts in their respective domains, learned our business objectives & technology, identified the challenges and opportunities and created a strategic plan of action.
We could not be more pleased with our partnership with Gravitate, their collaboration, performance and proficiency in all facets of demand generation has surpassed our expectations.
Within 90 days our Account Team, who are experts in their respective domains, learned our business objectives & technology, identified the challenges and opportunities and created a strategic plan of action.
Conversion rate optimization (CRO) improves your website to increase meaningful actions like purchases, quotes, forms, subscriptions, demos, downloads, or checkouts.
In simple terms, CRO turns site traffic into real business outcomes.
A site can look sleek and still fail to convert. It only takes a few unclear phrases, misplaced elements, slow sections, or confusing layouts to push users away. CRO uncovers these sticking points through research, UX improvements, messaging updates, user psychology, and structured testing. When those barriers disappear, users move forward more confidently.
Once you understand the underlying behavior, you can make choices that actually change outcomes. That’s why our CRO work blends the disciplines that shape human decision-making online:
CRO supports every stage of a digital marketing funnel by making sure each step helps users stay engaged and make decisions without extra effort. When the experience is faster, clearer, and aligned with how people naturally move through information, the entire funnel becomes easier to move through:
A CRO program sharpens the actions that directly influence revenue and lead quality:
We rely on real user behavior and performance signals gathered from:
Rafay Systems develops SAAS platforms that help companies manage Kubernetes technology. They faced tight budgets, minimal staff, and pressure from investors expecting rapid growth. Gravitate used SEO, paid ads, and conversion improvements to drive qualified traffic. Our design and marketing work increased leads and improved ROI.
BedMart operates 40+ mattress stores across Oregon, Southwest Washington, and Hawaii. This family business started in the '90s and is one of the few regional mattress chains remaining in the US. BedMart needed an eCommerce website to compete with online mattress companies. Gravitate designed a custom website with location detection and streamlined shopping features.
For CariFree, Gravitate is proud to be far more than just a website developer. Our relationship began by overcoming a handful of urgent technical challenges and grew into our current, long-term partnership which—if we’re being honest—truly reflects the ideal client/agency relationship.
CRO doesn’t replace your marketing—it makes every channel stronger. When landing pages and funnel steps convert more effectively, your ad spend works harder, your SEO traffic starts producing more leads, and your email campaigns generate more clicks that actually turn into revenue.
CRO directly improves the moments closest to revenue by eliminating common blockers. When a user reaches the bottom of the funnel, they are looking for reasons to trust you—or reasons to leave. Any ambiguity here creates anxiety, causing otherwise interested buyers to abandon the process entirely.
When those friction points disappear, paid campaigns become more profitable and organic channels produce more meaningful results.
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We identify and remove these barriers:
A strong CRO program starts with understanding how people move through your site, where momentum builds, and where it slips away.
Once we know that, we refine the experience through research, UX improvements, messaging adjustments, and structured testing so wins accumulate and compound over time.
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We start by mapping the user journey and identifying friction points on high-impact pages, pinpointing where visitors hesitate, miss context, or lose momentum. Our audit includes:
Testing turns insights into measurable performance gains, and every experiment we run is built on a clear hypothesis and solid statistical standards so the results actually mean something. We compare variations of high-impact elements across your site, including:
Understanding how people interact with your site is often the fastest way to uncover what’s slowing them down. By reviewing scroll patterns, click behavior, points of hesitation, and moments where users abandon the page, we get a detailed picture of how the experience is working and where it’s breaking. This analysis highlights issues such as:
Your landing pages carry the weight of your marketing funnel, so we look closely at how people move through them and where momentum breaks. By improving clarity, structure, load speed, and the way content guides a user’s decision-making, we create a path that feels intuitive from the first impression to the final click.
Forms are one of the most common barriers to conversion, and even small improvements can make a noticeable impact on leads or sales. We evaluate how users interact with your forms, what slows them down, and where they abandon the process so the entire experience feels lighter and easier to complete. Key areas of focus include:
Your messaging plays a major role in how quickly users understand your value and decide what to do next. We test and refine the language, structure, and emphasis of key content elements so every word works to build clarity, trust, and forward movement. This includes:
Visitors expect a smooth experience no matter the device, and mobile traffic makes that expectation even more important. We evaluate how your site behaves on different screen sizes and identify issues that interrupt momentum or create unnecessary friction. This review focuses on:
A reliable CRO program depends on clean, accurate data. We configure the tools, tracking, and dashboards that reveal how users behave and which improvements deliver the greatest impact. This setup includes:
Revitalizing Bullhorn’s global brand, we expertly navigated a comprehensive redesign—managing 12k pages across eight international sites, ensuring intuitive content creation, and improving user experience and SEO. The result is a powerful, flexible, user-friendly website that ranks and underscores Bullhorn’s true industry supremacy.
Netrush partners with premium brands to control Amazon sales. They had a splash page and needed a new site to show their full value. Gravitate built a custom site with solution-focused content and clear user paths. The experience showcases the team, surfaces services, and guides visitors to contact Netrush.
To elevate Multnomah University, we audited complex stakeholder needs and mapped persona-based user journeys. Through improved IA, clearer navigation, and a robust CMS structure, the redesigned site better serves prospective students and campus audiences while giving the marketing team greater content flexibility.
Retail and DTC brands depend on seamless product discovery and a checkout flow that feels quick and trustworthy. We analyze how shoppers navigate your store, what influences their confidence, and where they get stuck so the entire buying path feels easier to complete. Our work focuses on:
B2B buyers move through longer, more complex evaluation cycles, which means clarity, credibility, and lead quality matter more than volume. We refine the journey so prospects get the information they need, see proof they can trust, and feel confident taking the next step. Key areas include:
Service-based businesses rely on quick comprehension and fast paths to action. We tighten the user journey so visitors can find answers, evaluate credibility, and contact you without friction. This work covers:
CRO isn’t a one-time fix. It’s a structured process built on research, testing, implementation, and iteration. We treat your website as a living ecosystem, using a disciplined workflow to validate changes based on verified user behavior rather than shortcuts.
This approach minimizes risk while creating a cycle of continuous learning, ensuring that wins are repeatable and performance gains compound steadily over time.
The process starts by getting a clear read on how your site currently performs and what you’re actually trying to achieve. That means pulling data from GA4, reviewing heatmaps and session recordings, looking at the way users move through the funnel, and understanding where expectations and experience fall out of sync.
Once we establish the baselines, we define the goals worth chasing—more sales, more form fills, more booked consultations, stronger engagement, or a combination of all four. This foundation gives the entire program direction and keeps every future decision anchored to business outcomes instead of arbitrary UX preferences.
With the baseline set, we dive into behavior. Patterns appear quickly: pages where users bounce without engaging, forms that lose people halfway through, sections where scroll depth drops off, mobile layouts that bury important content, or pages that load a second slower than they should.
Each pattern tells part of the story. From that story, we build hypotheses—specific changes designed to address the friction we’ve uncovered. This is where CRO starts moving from “what’s happening?” to “here’s why it’s happening and what we can test to fix it.”
This is where ideas meet reality. We translate hypotheses into controlled experiments and run them through platforms like VWO, Optimizely, or Unbounce. Instead of splitting hairs over tiny cosmetic tweaks, we design tests with meaningful lift potential—new layouts, reworked messaging, simplified forms, repositioned trust signals, or different offer structures.
Tests run long enough to reach reliable significance and tell us whether we’re moving in the right direction. The data leads. Opinions don’t.
Once we know what works, we put it into practice. Sometimes that means refining page architecture or elevating the hierarchy of a landing page. Other times it’s tightening a value proposition, rethinking the pacing of a funnel, or cleaning up the visual design so key moments stand out instead of getting lost.
The goal at this stage is to weave winning elements into the broader experience so the rest of the site benefits, not just the test page. As these improvements settle in, the overall funnel becomes smoother, tighter, and more predictable.
CRO is never a one-and-done project. After new changes go live, we monitor their impact and watch for new patterns in user behavior. Conversions may climb on one device but lag on another. A friction point solved on desktop may show up somewhere unexpected on mobile.
New pages, new campaigns, and new audience segments all introduce fresh variables. We keep the loop running—observe, diagnose, test, refine—so the site evolves in step with user expectations. Performance gains stack over time, and the experience gets sharper month after month.
Search traffic arrives with purpose. People type in a query expecting a fast, accurate answer, and the landing page they hit needs to match that intent immediately.
CRO sharpens that connection so your ads earn more conversions without raising your bids. We focus on improvements such as:
Meta traffic behaves differently. Users aren’t searching; they’re browsing, which means the landing experience has to quickly make sense of the offer and translate ad curiosity into real interest. CRO bridges that gap by creating consistency and clarity between what users saw in the feed and what they land on next. Key areas we optimize include:
LinkedIn traffic is high-intent but highly selective. B2B visitors evaluate trust, credibility, and value quickly, and they’re far more likely to convert when the landing page reinforces the authority signaled in the ad. CRO focuses on reducing friction in these early evaluation steps. Our improvements often include:
The Gravitate team has been truly wonderful to work with. They are quick to respond and excellent at communicating and explaining. I’m so grateful they partnered with us to improve our eCommerce site. With their help, our customers have an easier time finding us online which is having a direct impact on our sales.
We especially love how everybody we worked with at Gravitate hasn't kept us in the dark. You guys have been super transparent about the whole process, and we feel like you're skilling us up in our own internal capacity for things and understanding things as well. On the development side, Blake has been just amazing with that. It's just been a fantastic experience overall. And the level of customer service that we get from you guys, it's been amazing.
Our CRO services combine UX research, behavioral analysis, testing, messaging strategy, and iterative design improvements to help businesses increase leads, sales, and revenue without waiting on more visitors. We’ve worked with ecommerce brands, B2B companies, multi-location service businesses, and organizations whose funnels are anything but simple. The goal stays the same: make the experience easier to understand, easier to trust, and easier to convert.
CRO increases revenue without increasing your ad spend by making the most of the traffic you already have. As acquisition costs rise across search, social, and programmatic, improving on-site performance becomes one of the highest-leverage investments you can make. When your funnel stops leaking, the traffic you’re already paying for—or working hard to earn—does more heavy lifting.
Brands like Bedmart, CariFree, and Ubuntu have seen meaningful lift from this approach, gaining more leads and sales simply by refining the user journey and eliminating conversion obstacles.
What this means for you:
You get more revenue from the exact same budget, more predictable performance across campaigns, and a stronger return on your existing traffic channels.
Our testing approach is built on clear hypotheses, behavioral reasoning, and statistical rigor. We experiment with the elements that most influence decision-making—headline clarity, visual hierarchy, product presentation, CTA language, and form structure—and evaluate each variation through controlled A/B or multivariate testing. This shifts your optimization efforts away from assumptions and toward predictable, evidence-based improvements.
Instead of chasing opinions or “best practices,” you get data on what your visitors actually respond to—and that becomes the blueprint for ongoing growth.
Decisions become clearer, wins become repeatable, and each improvement builds on proven user behavior rather than subjective preference.
Our reporting is designed to help you understand not just what happened during a test, but why it happened. Each round includes a breakdown of conversion metrics, revenue or lead lift, behavioral context, and specific recommendations for the next set of experiments. You always know what’s working, what isn’t, and where the biggest opportunities live inside your funnel.
This clarity creates a feedback loop where insights directly inform future tests and larger UX decisions.
No more mystery numbers, no more vague dashboards—just clear, actionable insight that supports smarter marketing, budgeting, and product decisions.
CRO works best when design, content, UX, and analytics operate in sync. We evaluate how these layers interact—how design influences comprehension, how copy reinforces value, how UX patterns reduce friction, and how analytics reveal behavior. Improvements don’t happen in isolation; they shape the entire experience so visitors feel guided rather than lost.
This integrated approach is what turns small individual wins into a high-performing conversion system.
Your website becomes more intuitive, persuasive, and trustworthy, creating a smoother path to conversion and a consistent lift in performance across every channel.
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Strong CRO isn’t about templates or generic best practices. It’s about understanding your funnel, your traffic mix, your audience, and the behavior happening on your site every day. We tailor each CRO strategy to your business so the improvements are focused, meaningful, and measurable.
If traffic is flowing but conversions aren’t keeping up, a targeted CRO engagement can change the trajectory quickly. We’ll help you uncover what people struggle with, surface the biggest opportunities for lift, and build a testing roadmap that produces results you can quantify.
Let’s build a custom CRO strategy that sharpens the experience and turns more visitors into customers.
A “good” conversion rate depends on your industry, offer, and traffic quality. Many sites fall somewhere between 3% and 12%, but the real benchmark is your own baseline. CRO focuses less on chasing a universal number and more on lifting your current performance in a measurable way.
Most teams start seeing clear directional results from early tests within 30 to 45 days. As we roll winning changes into more pages and keep testing, momentum typically builds over the first 90 days and continues compounding from there.
More traffic gives tests faster statistical confidence, but CRO is still valuable for lower-traffic sites. For leaner sites we rely more on qualitative UX research, sequential testing, and bigger, high-impact changes instead of tiny button-color experiments.
We prioritize tests based on impact potential, traffic volume, and effort. That usually means starting with high-traffic pages that are close to conversion, where fixing friction can move revenue fastest. We also look at analytics, heatmaps, and session recordings to spot clear patterns before we propose a test.
Yes. CRO and redesign work can complement each other when they are coordinated. We often use CRO findings to inform new layouts, messaging, and UX patterns, so your redesign launches with proven ideas instead of guesswork.
We work with tools like Google Analytics 4, Hotjar or Crazy Egg, testing platforms such as VWO, Optimizely, or Unbounce, and tag managers like Google Tag Manager. We match the stack to your needs so you are not locked into one vendor.
Absolutely. We support enterprise marketing teams, mid-market companies, and small businesses that want to get more from the traffic they already have. The testing roadmap and tool set may change based on scale, but the CRO principles stay the same.
Most projects start with a discovery and audit phase where we review your goals, analytics, key funnels, and existing UX. From there we map opportunities, define test hypotheses, and build a prioritized roadmap so you know exactly what we are doing and why before any changes go live.