Conversion rate optimisation (CRO)

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CRO starts from a simple idea: it is often cheaper to make your current traffic convert than to buy more of it. A better-designed checkout page, a shorter form or a clearer call to action can achieve more than several months of advertising. ## Fix before testing Many companies want to test before fixing the obvious: a twelve-field mobile form, a button above the fold, a slow page. These fixes are established practice, not hypotheses. Apply them directly, then test choices that involve a trade-off. ## One test at a time An A/B test compares two versions that differ by a single change. This discipline is what lets you learn: if the cart gains 15 %, you know why. Multiple changes are hard to read and rarely reproduce. ## Useful conversion A high conversion rate is worthless if enquiries are off-target. The right indicator is the number of qualified customers or sales, not the raw number of forms submitted.

When this guide is for you

• Your traffic is fine but your forms or carts are rarely completed
• Advertising acquisition costs are rising and you want more leads on the same budget
• You are unsure about redesigning the whole site and would rather fix blockers first
• Your users drop off at a specific step (cart, payment, long form)
• You want to test in plain terms before investing in new pages

Step by step

1. Journey assessment — Analyse funnels in analytics, session recordings and heatmaps. Identify drop-off steps and form hypotheses about their causes.
2. Prioritising fixes — Rank improvements by expected impact and ease. Fix first what blocks the action: slow mobile loading, overly long forms, an invisible call to action.
3. Test or deploy — For significant changes, run an A/B test comparing a single variable. For obvious fixes (missing button, unreadable text), deploy directly.
4. Measurement and iteration — Analyse results over a sufficient period to avoid chance, then move to the next test. A CRO programme works in cycles of 2 to 6 weeks.

What it costs (in MAD)

Service	Indicative price	Good to know
CRO audit of a page or funnel	8,000 – 15,000 MAD (≈ 730 – 1,400 €)	Analysis, hypotheses and prioritised recommendations
Monthly CRO programme	12,000 – 30,000 MAD / month (≈ 1,100 – 2,700 €)	1 to 3 tests per month, depending on available traffic
Technical implementation of tests	3,000 – 10,000 MAD / test (≈ 270 – 900 €)	Developing variants and setting up the tool
Optimising an e-commerce checkout funnel	15,000 – 40,000 MAD (≈ 1,400 – 3,700 €)	Cart, delivery, payment, confirmation page
User testing of journeys	5,000 – 12,000 MAD (≈ 450 – 1,100 €)	5 to 8 participants, think-aloud and video report

Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.

Mistakes to avoid

• Running tests without enough traffic volume: the results are just noise
• Changing several elements at once, then no longer knowing what worked
• Testing details (a button colour) before fixing the real blockers (loading, form, price)
• Stopping a test after three days as soon as one variant seems to do better
• Optimising conversion without looking at lead quality: more enquiries but fewer sales is pointless

Updated on 20 October 2026

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