Burroughs Digital provides conversion rate optimization (CRO) services — the systematic improvement of how much business your existing traffic produces. CRO is the multiplier discipline: every marketing dollar you spend, on SEO or ads or anything else, buys visits — and the conversion rate decides what those visits are worth. Move a site from converting 2% of visitors to 3% and every channel feeding it just got 50% more efficient, retroactively and forever. No other project improves all your marketing at once.
It’s also the discipline most abused by dashboard theater, so here’s the house version: CRO at Burroughs Digital is evidence-based improvement with statistically honest testing — including honesty about when your traffic volume can’t support testing at all, and sequenced evidence-based changes are the truthful alternative.
Where Local Business Websites Leak Leads
After enough audits, the leak patterns are almost taxonomic:
The buried phone number. For local services, the call is the conversion — and sites routinely hide the number in a header corner, absent from the content where decisions happen. Click-to-call, persistent and prominent, is the least glamorous fix in CRO and frequently the largest.
Forms that interrogate. Every field costs completions; forms asking for information the sales process never uses are paying that cost for nothing. Asking less is free money.
Proof in the wrong places. Reviews and credentials stacked on a testimonials page nobody visits, instead of adjacent to the moments doubt forms — beside the form, near the price, at the claim.
Pages that answer everything except “what do I do next.” A clear next step on every page sounds obvious; auditing your own site for it is usually humbling.
Speed and mobile friction. Slow pages convert like closed stores, and desktop-designed forms punish the mobile majority — which is why CRO here shares a foundation with our speed practice.
How Our CRO Engagements Run
Instrument first. Analytics verified truthful, form and call tracking in place, and behavioral evidence gathered — where visitors scroll, hesitate, and abandon. Per house process: no opinions before data. Half of CRO’s value is discovering what the site’s visitors actually do, versus what everyone assumed.
Diagnose against the funnel. Traffic quality separated from page performance (a “conversion problem” is sometimes a targeting problem wearing a disguise), leak points ranked by traffic × severity, and a prioritized improvement roadmap with projected impact.
Improve on evidence; test where math allows. High-traffic pages get proper split tests with statistical discipline — real significance, not “it looked better after a week.” Lower-traffic pages get sequenced evidence-based improvements measured against baseline, which is what honest CRO looks like below testing volume. Both paths report the same way: conversion rate, before and after, in leads.
Compound monthly. CRO is a program, not a project — each round’s findings feed the next roadmap, and the wins accumulate across every page and channel. It pairs most tightly with our landing page work (where testing is cleanest) and with PPC management, where conversion gains show up directly as falling cost per lead.
The economics sell themselves once your numbers are real: run the ROI calculator, see what a lead is worth, and multiply by the leads your current leak rate is discarding. Engagement scoping is on the pricing page; the conversation starts at contact.
CRO — Frequently Asked Questions
Honest answer: it varies enormously by industry, traffic source, and what counts as conversion — local service sites often convert 3–10% of qualified traffic, landing pages higher. The benchmark that matters is your baseline, improved and holding.
For A/B testing, maybe not — real tests need volume most local sites lack, and we’ll tell you plainly. For evidence-based improvement measured against baseline, almost certainly yes: the leaks are visible in behavior data long before testing math becomes possible.
Redesign replaces the site; CRO improves how the current one converts, with change measured. When CRO’s findings reveal structural problems no iteration fixes, the honest recommendation becomes a redesign — informed, at that point, by everything the data taught.
The first fixes — call prominence, form friction, proof placement — often move numbers within weeks. The compounding is the point: gains stack across months, and every channel feeding the site inherits them.