Conversion rate optimisation grounded in commercial outcomes.

The problem

Most CRO programmes optimise for conversion rate in isolation.

The common failure modes: running A/B tests without enough traffic to reach significance. Improving conversion rate at the expense of average order value. Treating optimisation as a design exercise rather than a commercial one. Running tests on a separate brief from the team managing paid, so spend increases to a page that’s actively being changed.

Inside the engagement

Funnel analysis, structured testing, and page-level commercial optimisation.

Inside a Lumos engagement, optimisation covers the full purchase funnel: landing page performance by traffic source, product page conversion by category, checkout completion rate, and post-purchase flow. We test with a hypothesis and a statistical framework in place before we start — not because a button colour looked interesting.

Connected surfaces

Paid drives traffic to pages we’re actively optimising. SEO improvements and optimisation improvements are sequenced so they don’t conflict with each other.

What good looks like

Revenue per visitor, average order value, and checkout completion rate.

The commercial outcomes we work towards: revenue per visitor by traffic source, average order value across the funnel, checkout completion rate, and the contribution of product page improvements to overall category revenue. Conversion rate is a component, not the goal.

Common questions