What is a CRO Agency? A Guide to Choosing the Right One

If you're looking to improve your website's conversion rates, you might be considering working with a CRO agency. But what exactly is a CRO agency, and how do you choose the right one for your business?

This guide explains what CRO agencies do, what to look for when choosing one, and why the approach matters more than you might think.

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What is a CRO Agency?

A CRO (Conversion Rate Optimisation) agency is a consultancy that specialises in improving the percentage of website visitors who complete desired actions. Whether that's making a purchase, signing up for a service, downloading content, or any other conversion goal.

CRO agencies combine data analysis, user research, design expertise, and technical implementation to identify barriers preventing conversions and implement changes that improve results.

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What Does a CRO Agency Do?

A CRO agency typically provides:

1. Conversion Audits

CRO agencies analyse your website to identify friction points, usability issues, and opportunities for improvement. They examine user journeys, analyse data, and conduct research to understand why visitors aren't converting.

2. Experimentation Strategy

CRO agencies design and implement A/B tests and other experiments to validate improvements. They develop hypotheses, create test variants, manage traffic allocation, and analyse results to determine what actually works.

3. Technical Implementation

When experiments prove successful, CRO agencies work with development teams to implement winning changes permanently. This requires technical expertise to translate test code into production-ready implementations.

4. Data Analysis

CRO agencies help you understand which metrics matter and how to interpret results. They cut through vanity metrics to focus on what actually drives business value.

5. Strategic Guidance

Beyond individual tests, CRO agencies provide ongoing strategic guidance to help you build sustainable optimisation programmes that deliver long-term results.

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How to Choose a CRO Agency

Not all CRO agencies are created equal. Here's what to look for:

1. Approach and Philosophy

Does the CRO agency focus on serving users or extracting value? Do they use manipulative tactics or ethical optimisation? The approach matters for long-term results.

Ethical CRO agencies prioritise user needs while achieving business goals. They build trust rather than erode it. They optimise for sustainable growth rather than short-term spikes.

2. Experience and Track Record

Look for a CRO agency with proven experience in your industry or with similar business models. Ask for case studies, results, and references. But be sceptical of agencies that only show conversion rate improvements—ask about retention, satisfaction, and long-term value.

3. Methodology

How does the CRO agency approach optimisation? Do they start with user research or jump straight to testing? Do they measure multiple metrics or focus solely on conversion? A good CRO agency has a clear, transparent methodology.

4. Technical Capability

CRO requires technical expertise. Can the CRO agency implement tests? Do they understand your tech stack? Can they work with your development team? Technical capability is essential for successful CRO programmes.

5. Communication and Collaboration

You'll work closely with your CRO agency. Do they communicate clearly? Are they responsive? Do they collaborate well with your team? Good communication is crucial for successful partnerships.

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Red Flags to Avoid

Watch out for CRO agencies that:

• Promise unrealistic results: No CRO agency can guarantee specific conversion improvements
• Focus only on conversion rate: Good CRO agencies measure retention, satisfaction, and long-term value
• Use manipulative tactics: Dark patterns might boost short-term conversion but destroy long-term trust
• Lack transparency: You should understand what they're doing and why
• Create vendor dependency: Good CRO agencies build your capability, not their revenue

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Why Choose an Ethical CRO Agency?

Many CRO agencies use manipulative tactics like fake urgency, hidden costs or pressure messaging. That boosts conversion rates in the short term but erodes trust and damage long-term relationships.

An ethical CRO agency takes a different approach:

• Respects user autonomy: Helps users make informed decisions rather than manipulating them
• Builds trust: Transparent practices that create long-term relationships
• Optimises for sustainable growth: Focuses on lifetime value, retention, and satisfaction
• Measures comprehensively: Tracks multiple metrics, not just conversion rate
• Prioritises user needs: Serves users while achieving business goals

Research shows that ethical CRO practices drive better long-term results. Users who feel respected become loyal customers. Trust compounds over time and sustainable growth beats short-term spikes.

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Our Approach as a CRO Agency

At Another Web Is Possible, we're an ethical CRO agency that specialises in conversion rate optimisation that respects users and drives sustainable business growth.

Our CRO agency approach:

• Starts with user needs: We understand what users are trying to achieve before optimising
• Removes genuine friction: We identify and eliminate real barriers, not through manipulation
• Tests ethically: We test variants that serve users, not exploit them
• Measures comprehensively: We track conversion, retention, satisfaction, and trust
• Builds capability: We help you become independent, not dependent on us

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Questions to Ask a CRO Agency

Before choosing a CRO agency, ask:

1. What is your approach to optimisation?
2. How do you measure success beyond conversion rate?
3. Can you provide case studies with long-term results?
4. How do you work with development teams?
5. What happens after experiments succeed?
6. How do you build client capability?
7. What is your stance on dark patterns?
8. How do you ensure ethical practices?

Their answers will reveal whether they're an ethical CRO agency focused on sustainable growth or a traditional CRO agency focused on short-term conversion spikes.

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Making the Right Choice

Choosing a CRO agency is an important decision. The right CRO agency will help you build sustainable growth through ethical optimisation. The wrong CRO agency might boost conversion rates while destroying trust and long-term relationships.

Look for a CRO agency that:

• Respects users while achieving business goals
• Measures comprehensive metrics, not just conversion
• Builds your capability, not their dependency
• Focuses on sustainable growth, not quick wins
• Has proven experience and transparent methodology

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Another web is possible. One where CRO agencies serve users while achieving business success. One where ethical optimisation drives better long-term results than manipulation.

Ready to work with an ethical CRO agency? Learn more about our CRO agency services or get in touch to discuss how our CRO agency can help your business grow sustainably.