The method that ends guessing.
Most CRO fails because agencies jump straight to fixes. DIPS is the four-step method we use on every project. We start by finding out exactly why your visitors are not converting — and only then do we decide what to change. It sounds obvious. Most agencies still do not do it.
Most CRO is just
organised guessing.
Agencies run tests. Some win, some lose, and nobody is quite sure why. Without a proper diagnosis first, you are just trying things and hoping. That is not optimisation. That is trial and error with a better name.
Running A/B tests without knowing why visitors leave is like taking medicine before a diagnosis. You might get lucky. You probably will not.
Best practices from another industry, another audience, another product. Your visitors have specific objections. Generic fixes do not answer them.
Most agencies start with the homepage or the checkout. The real problem is often somewhere else entirely. You only find it through proper research.
One good test result does not build a business. The wins need to compound. Each test should make the next one smarter. That only happens with a system.
DIPS fixes all four of these. In that exact order.
It is not a complicated idea. Diagnose the real problem, identify what is causing it, prioritise what will have the biggest impact, then test and scale. The difference is that we actually do it — every time, on every project.
Diagnose
We spend the first part of every project listening and looking. Analytics, session recordings, exit surveys, sales team conversations. We are trying to understand one thing: why are visitors leaving without converting? We do not touch anything until we have a clear answer.
Identify
Every visitor who does not convert has a specific objection. Confusion, distrust, friction, price uncertainty. We build a complete map of every objection and the exact fix for each one so we know what to change and in what order.
Prioritise
We do not fix everything at once. We score every issue by revenue impact and fix the highest-impact items first. This is how you get real results fast. Price testing is part of this step — most businesses have never tested their pricing and it is often the single highest-impact variable.
Scale
Every fix goes through Convertly as an A/B test. We run it to statistical significance. Winners go live immediately. Losses get documented too — knowing what does not work is just as valuable. The knowledge compounds. Every test makes the next one smarter.
You will know exactly
what you are getting.
Most agencies are vague about deliverables. We are not. Here is every document, report, and output you receive from a full DIPS engagement — before you sign anything.
Diagnosis Report
A full written report of everything we found in the diagnosis phase. Where visitors drop off, why, and what the data says. Yours to keep regardless of what happens next.
Written ReportBuyer Persona Pack
Two to four detailed buyer personas built from your actual data. Who your visitors are, what they want, what stops them, and how to talk to them.
Research DocumentObjection and Fix Map
Every objection we identified mapped against its precise counterobjection. The strategic foundation for every change we recommend.
Strategy DocumentPriority Action Plan
A ranked list of every optimisation opportunity scored by revenue impact. Sequenced and ready to execute. Includes price testing hypotheses.
Action PlanA/B Test Programme
Every test built, run, and documented via Convertly. Full statistical rigour. Results documented win or lose — because both tell you something useful.
Live ProgrammeMonthly Performance Report
Plain-English reporting every month. What we tested, what happened, what is next. No jargon, no vanity metrics. Just what matters to your revenue.
Monthly ReportEverything above is included in a full DIPS engagement. Scope and pricing are agreed upfront. No surprises, no hidden extras, no scope creep.
Most CRO programmes fail
for the same reasons.
Here is what that looks like in practice — and what happens differently when DIPS is running the programme.
You run tests but never know if you are testing the right things.
Every test starts with a diagnosed reason. No guessing. No borrowed tactics.
Your agency recommends the same fixes they gave the last client.
Every recommendation comes from your data, your visitors, your funnel. Not a template.
You get a report full of metrics but no clear next action.
You get a ranked action plan. The highest-impact fix goes first. Always.
Months pass with no measurable revenue impact.
Results within the first 30 days. Every change is tracked and attributed.
You do not know if your price is right and nobody tests it.
Pricing is tested as a variable. Most clients find significant uplift here alone.
The agency disappears after onboarding. You chase updates.
You work directly with the strategist from day one to final report. No handoffs.
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