# UX / CRO

> Attracting traffic is expensive, so it may as well convert. We remove friction from the journey and validate every change with data.

- Original page: https://dotsland.com/en/expertise/ux-and-cro/
- Language: en
- Published: 2026-08-07T13:53:49+02:00
- Updated: 2026-09-14T10:35:01+02:00
- Publisher: Dotsland, https://dotsland.com/en/

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## In brief

- A UX audit of the journey and the friction points it reveals
- The analysis cross-checked against your real data
- Improvement hypotheses ranked by potential impact
- A/B tests and iterations based on real results
- Continuous improvement of the conversion rate

Attracting traffic is expensive. Letting it leave without converting means paying twice. A good-looking site is not enough: it has to be **designed to turn** visits into results.

We hunt down the friction in the journey, those small obstacles that make people give up, then form hypotheses and validate them with data. No sweeping opinions: tests, figures, iterations.

## Our approach

1. **UX and data audit.** A heuristic analysis of the journey cross-checked against your real data: analytics, session recordings, funnels.
2. **Prioritised hypotheses.** Every improvement lead is scored on expected impact and effort, so that what matters is tested first.
3. **A/B tests.** We validate, or invalidate, each change on real traffic rather than on intuition.
4. **Continuous iteration.** CRO is not a one-off project but a permanent improvement mechanism.

## What you get

- A documented UX audit, with friction points ranked.
- A backlog of prioritised hypotheses, on an impact against effort method.
- A testing roadmap and the protocols that go with it.
- Test reports with decisions taken and gains measured.

## Who is it for?

For sites with traffic but a disappointing conversion rate, for online retailers who want to raise order value, and for teams who would rather decide on proof than on opinion.

## Frequently asked questions

### Do we need a lot of traffic to test?

A minimum is needed for reliable results. Below it, we favour the audit, high-consensus improvements and qualitative testing.

### Do we have to rebuild the whole site?

Rarely. Most gains come from targeted adjustments on key pages. A rebuild only comes up when the foundations really are the problem.

### How long before we see results?

The first conclusive tests often land within a few weeks. Value accumulates test after test.

## Further reading

- [This site went from 73 to 99: two of the fixes changed nothing](https://dotsland.com/en/optimisations-that-changed-nothing/). The detail of what counted, and what did nothing.
- [Accessibility: the problem is not your home page, it is your checkout](https://dotsland.com/en/accessibility-online-shop-checkout/). The obstacle costs you an order, not a fine.
- [On-site search: your most decided visitors spell out their need, and nobody reads it](https://dotsland.com/en/on-site-search-you-ignore/). The intent data the shop already owns, and nobody opens.

[All Dots Papers](https://dotsland.com/en/dots-papers/)