CAPABILITIES / CRO
Conversion Rate Optimization for B2B
CRO is connected to pipeline data, so you know which optimizations produce qualified opportunities, not just form fills.
Senior UX/UI Designer
Senior CRO Manager
Design Lead
TRUSTED BY B2B TECH COMPANIES FROM $50M TO $500M IN REVENUE.
- Award-winning since 2020
- Avg. client tenure of 3+ years
- $2B+ in pipeline influenced
INTEGRATION STATEMENT
CRO measured against revenue, not form fills.
THE PATTERN
Most B2B conversion optimization programs test landing page elements, button colors, form layouts, and headline variations, without knowing whether the “improved” conversion rate actually produced a more qualified pipeline.
HOW WE'RE DIFFERENT
At Somebody Digital, conversion testing is connected directly to pipeline data, so every experiment is measured against revenue outcomes rather than click-through rates.
WHY IT COMPOUNDS
When your CRO team shares data with your paid media and analytics teams, you can optimize the full path from ad click to qualified opportunity rather than just the landing page in isolation.
THE PROBLEM THIS SOLVES
Your website gets traffic and some of it converts, but nobody can tell you whether optimization is improving pipeline quality.
01
Landing pages tested but pipeline hasn’t improved.
Conversion rates went up on paper, but the leads coming through aren’t qualified. The program optimized for form fills rather than the prospects most likely to become customers.
02
CRO runs separately from paid media and content.
Your CRO work happens without visibility into which audiences arrived or what messaging resonated in the ads. You’re optimizing a fragment of the buyer journey, not the full path.
03
Testing velocity is low, nobody owns the program.
Tests happen when someone remembers, usually once or twice a quarter. Without a consistent cadence, CRO is an occasional activity rather than a continuous learning process.
04
You can’t prove what CRO delivered to the business.
A 15% lift in form submissions that nobody can cconnect to generated pipeline or closed revenue doesn’t hold up to a conversation with the CFO.
ARE YOU MAKING
Decisions in the Dark?
WHAT'S INCLUDED
What B2B CRO looks like inside an integrated operation.
01 Experimentation Program
A structured testing program with consistent velocity, covering hypothesis development, a prioritized test backlog, A/B and multivariate testing, and documented learnings from every experiment. Each test follows a rigorous process of hypothesizing, designing, testing, interpreting results, and implementing or iterating, with a consistent cadence that ensures you’re always generating useful data.
02 UX Optimization
User experience analysis and improvement for your website and key conversion paths, using heatmaps, session recordings, and user flow analysis. The focus is on removing friction from the paths that matter most for pipeline generation, rather than the ones that simply get the most traffic.
03 Landing Page Optimization
Dedicated landing pages for paid campaigns, ABM programs, and demand capture efforts, built by the same creative team that produces your brand content and informed by the same audience data that drives your targeting. Each page is tested continuously against pipeline outcomes rather than form submission rates.
04 Revenue-Focused Measurement
Every CRO experiment is measured against qualified pipeline outcomes rather than just form submission rates. We track which variations generate more qualified opportunities and which simply generate more volume, because a 20% increase in form fills that doesn’t produce additional pipeline isn’t an improvement that matters to the business.
05 Full-Path Optimization
CRO that extends beyond the landing page to cover the entire conversion path from ad impression through form submission through sales qualification. The bottleneck in your conversion path is rarely where you’d expect, and it’s often invisible when CRO only has visibility into the landing page itself.
HOW IT WORKS
How we build your CRO program.
PHASE 1
Conversion Audit
We audit your current conversion paths, analyze user behavior data, and identify where the biggest pipeline opportunities sit. The audit covers website UX, landing page performance, form and funnel design.
KEY OUTPUT
Conversion audit with prioritized test backlog
PHASE 2
Experimentation Framework
We build the testing framework, including hypothesis development, prioritization criteria, statistical rigor standards, and measurement methodology that connects every test to pipeline outcomes.
KEY OUTPUT
Framework with first sprint of tests ready to launch
PHASE 3
Launch & Initial Testing
Tests go live, typically starting with the highest-traffic conversion paths where the gap between form submissions and qualified pipeline is widest. Understanding that gap is often the most valuable early finding.
KEY OUTPUT
First test results with pipeline correlation data
PHASE 4
Continuous Testing
Tests run continuously at a defined cadence. Each cycle: hypothesize, design, test, read, implement, iterate. Results feed back into paid media, content strategy, and UX priorities.
KEY OUTPUT
Monthly testing report tied to pipeline impact
CASE STUDIES
How We Build Predictable B2B GROWTH
The shift from chaos to clarity, measured in pipeline, revenue, and board confidence.
Appriss Retail
ABM CASE STUDY
The strategic insights we gain, especially around powerful messaging that informs our overall strategy are invaluable. We highly recommend Somebody Digital to anyone for a results-driven and collaborative marketing partner.
Vice President of Marketing | Appriss Retail
6.8X
Return on ad spend
80.5%
Improvement in lead to MQL CVR
42%
Faster sales cycle
Two-Factor Authentication Client
PAID MEDIA CASE STUDY
In the last 2 years we have managed to go from wondering what our contribution is on Non-English speaking campaigns to being able to fully attribute not only what have been able to bring to the table, but also grow on it thanks to the data driven approach from Somebody Digital.
Senior Manager, International Paid Media
8.73x
ROAS
60%
CPL Reduction
+124%
conversion increase
Upcloud
ANALYTICS CASE STUDY
We’ve been incredibly impressed with how rapidly we’ve seen results. Somebody Digital’s use of experimentation and data-informed decision making has been invaluable in helping UpCloud see significant improvements in our media efficiency and toward our ambitious growth targets.
Chief Commercial Officer | Upcloud
68%
CAC Reduction
250%
CVR increase
264%
New customer increase
HOW THIS CONNECTS
CRO delivers the strongest results when it's connected to traffic, creative, and measurement systems.
Analytics & Attribution
CRO without attribution means guessing which variation won based on form submissions. Our analytics capability connects testing to pipeline and revenue data.
Paid Media & Demand Capture
Paid drives traffic, CRO optimizes what happens when it arrives. Shared data means paid campaigns send qualified traffic to the pages most likely to convert.
Content & Creative
The landing pages, messaging, and design CRO tests don’t come from a separate team. The same Creative Studio that produces your brand content builds them.
Demand Generation
CRO sits at the intersection of every demand capture effort. Whether traffic is paid, ABM, or organic, conversion determines if it becomes pipeline.
FREQUENTLY ASKED
Common questions about CRO
What does CRO include at Somebody Digital?
Our CRO capability includes experimentation program design and execution, UX optimization, landing page optimization, A/B and multivariate testing, full-path conversion optimization, and revenue-focused measurement. Every test is connected to pipeline data, so you can see which optimizations actually improve business outcomes rather than just conversion rates.
How long before CRO generates measurable results?
Individual tests produce statistically significant results within two to six weeks, depending on traffic volume. Meaningful pipeline impact from a sustained CRO program typically becomes visible within three to four months as testing velocity builds and winning patterns are scaled across your conversion paths. The compound effect accelerates over time as the team accumulates more data about what works for your specific audience.
How is CRO performance measured?
We measure CRO against pipeline outcomes. Qualified opportunities generated from optimized pages, conversion-to-qualified rate, and cost per qualified opportunity. We track conversion rates and test win rates as operational metrics, but the business case for every optimization is evaluated in pipeline and revenue terms rather than form submission volume.
What’s the difference between CRO and landing page optimization?
Landing page optimization is one component of a broader CRO program. Conversion rate optimization encompasses the entire conversion path, from the ad or content piece that drives traffic, through the landing experience and conversion mechanism, to the follow-up sequence and qualification process. We optimize the full path because the bottleneck is often somewhere other than the landing page itself.
Is CRO a standalone service or part of a wider program?
You can start with CRO as your first engagement. Even as a standalone capability, our CRO work is designed to connect with your paid media, analytics, and demand generation programs from day one, so test insights inform other capabilities immediately. Most clients who start with one capability end up expanding as the connections between programs prove their value.
Director of Digital Strategy & Client Solutions
Head of SEO
READY TO OPTIMIZE?
Turn traffic into pipeline.
We’ll review your current conversion paths, identify where they’re leaking qualified opportunities, and show you how a pipeline-connected testing program would impact your business.
- Real people, not automations
- Honest if it's not a fit
- No commitment required
Director of Digital Operations
Senior CRO Manager