Service -
Conversion Rate Optimisation (CRO)

Turning attention into action, with empathy, clarity and intent

Design only works when it works for people.

At Persona Studio, Conversion Rate Optimisation is not about dark patterns, shortcuts or squeezing more out of users. It is about understanding human behaviour, removing friction, and designing journeys that feel intuitive, trustworthy and compelling.

We help brands turn interest into action, whether that is bookings, enquiries, purchases or sign-ups, by refining the experience around real user needs and commercial goals.

Thoughtful, data-led and human at every touchpoint.

What we mean by CRO

For us, CRO sits at the intersection of design, psychology and performance. It is about:

Understanding why users behave the way they do
Identifying where journeys stall, confuse or lose momentum
Designing clearer, more confident paths to conversion
Continuously improving performance as your brand evolves

We do not treat CRO as a bolt-on. It is embedded in how we think about brand, UX, content and digital strategy, ensuring every decision supports both the user and the business.

When does CRO make the biggest difference?

Conversion rate optimisation tends to make the biggest difference when there is already momentum, but the results are not quite matching the effort. This is often the case when traffic is healthy yet conversions remain lower than expected, or when a product or service is genuinely strong but the message is not landing clearly with the right audience. As websites evolve organically over time, user journeys can become fragmented, making it harder for people to move confidently from interest to action.

CRO is also particularly effective when businesses are scaling into new markets, audiences, or locations and need to ensure their digital experience supports that growth without the cost or disruption of a full rebuild. By focusing on how real users behave and making small, considered improvements in the right places, CRO can unlock disproportionate gains, delivering measurable improvement through clarity, refinement, and intent rather than wholesale change.

Client Spotlight: Home Instead CRO Results

468,000 Monthly visits
247% Increase in Conversion Rate
Rise in SEO Performance
Service page conversion rate up from 4% to 8%

An additional 200 enquiries monthly

£8,800,000 revenue increase yearly

Our Approach to CRO
(Conversion Rate Optimisation)

1. Insight before optimisation

We start by listening to your data, your users and your business goals.

This may include:

Analytics and behaviour analysis
Funnel and journey mapping
Heatmaps, scroll depth and interaction data
Reviewing messaging, hierarchy and calls to action

We look for patterns, not assumptions.

2. Understanding the human moment

Conversion is not a button, it is a decision.

We focus on:

User intent and motivation
Trust, reassurance and clarity
Emotional and practical barriers to action
How brand tone and design influence confidence

This is where our design with empathy approach makes the difference.

3. Design-led optimisation

We refine and redesign with purpose, not simply to increase clicks, but to improve understanding and flow.

This can include:

Improving page structure and hierarchy
Clarifying value propositions and messaging
Refining CTAs, microcopy and interaction cues
Reducing friction in booking, enquiry or checkout flows
Designing variations for testing and learning

Every change is intentional, measurable and aligned with the brand.

4. Test, learn, evolve

CRO is never static.

We support:

A/B and multivariate testing
Iterative improvements over time
Performance reporting and insight sharing
Ongoing optimisation as content, audiences and priorities change

The aim is to build momentum, not chase quick wins.

Why Persona Studio?

What we optimise for

Depending on your business, CRO might focus on:

Bookings and reservations
Enquiries and lead quality
E-commerce conversion and order value
Location selection and comparison
Partner referrals or affiliate revenue
Engagement that leads to action

We tailor the approach to what actually matters to your growth.

Conversion doesn’t happen in isolation. It sits at the intersection of brand, experience, and commercial intent, which is why our approach to optimisation is always joined-up. We apply brand thinking to ensure trust and identity are strengthened, UX expertise to create journeys that feel natural rather than forced, and commercial awareness so improvements align with meaningful business outcomes.

Underpinned by a strong technical understanding, our work improves performance in a way that is robust and scalable. The result is optimisation that drives results without compromising integrity, helping brands grow with confidence rather than diluting what makes them distinctive.

Let’s start a project
together.

Get in touch

Our specialism isn’t design, or web development, or illustration, or video, or typography. Our output isn’t restricted to print, or digital, or events, or signage. We can do all of these and more. Put simply, our one key driver is to create feeling. Feeling in our clients. Feeling in their customers. Feeling in ourselves. Because when this emotive reaction happens, we know we’ve done something beyond answering a brief, we’ve created feeling. We’ve connected people with a brand. And that’s what truly leads us.

Other services

Campaign

Web Design And Development

Brand Activation

Brand Identity

E-commerce Websites

Don't take our word for it

Home Instead

Persona have both the creative skills and technical prowess to deliver incredibly complex projects, whilst simultaneously managing and bringing all stakeholders along for the journey. We continue to work with them for both creative work and ongoing website management and further optimisation - We can not recommend Persona enough.

View Case Study

Tattu

Working with Persona has been an absolute pleasure since day one of launching the Tattu brand. Their design prowess is unmatched, turning abstract ideas into visually stunning realities. The team's creativity knows no bounds, and their attention to detail is impeccable. What sets them apart is not just their skill but the seamless collaboration and genuine enthusiasm they bring to every project.