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Our average client sees a 35% lift in conversion rate across 150+ CRO projects.
500+ tests run across landing pages, checkouts and lead capture forms.
Every change is backed by analytics, heatmaps and real session data.
Certified VWO partners running enterprise-grade experimentation programmes.
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Find answers to common questions
Prebo integrates CRO work with GA4, Google Tag Manager, server-side tracking, and common ecommerce platforms like Shopify and WordPress to ensure accurate event capture and attribution. We also set up ETL or data-layer solutions where needed so test results feed into a single source of truth for decision making.
Common experiments include A/B tests, multivariate tests, funnel experiments, UX and checkout performance optimizations, and technical fixes that reduce friction. Test duration depends on traffic volume and required statistical power but typically ranges from several weeks to a few months per experiment cycle.
We prioritise revenue-per-visitor, conversion rate, average order value, customer acquisition cost (CAC), lifetime value (LTV), and marketing efficiency ratio (MER), alongside statistical significance for experiments. Clean attribution and centralized data pipelines ensure those metrics reflect true business impact rather than platform-reported figures.
CRO is designed to improve conversion efficiency and attribution accuracy, which can increase revenue and profitability when combined with product-market fit and adequate traffic. Outcomes vary by business and depend on test quality, funnel issues identified, and downstream economics, so results are not assured and are measured against revenue-focused KPIs rather than vanity metrics.
CRO is the systematic process of improving a website or funnel to increase revenue per visitor. Prebo Digital uses a technical-first, analytics-driven approach with hypothesis-driven experiments, server-side tracking, and funnel-level optimization focused on measurable revenue outcomes.
In This Article
Start with measurable goals
Four modular pillars
Convert items into experiments
A website optimization checklist turns ad-hoc fixes into a repeatable growth system. Whether you run a Shopify store, a B2B SaaS site, or a WordPress marketing funnel, a checklist ensures teams focus on revenue impact (AOV, CAC, LTV) and attribution accuracy rather than vanity metrics. This guide shows how to develop a website optimization checklist that ties UX, performance, content, and tracking into measurable experiments using the Prebo Digital approach.
Define 2-4 primary goals for the checklist. Common examples for US-focused teams include:
Map each goal to concrete KPIs: conversion rate (site/checkout), average order value (AOV), incremental revenue, and server-side tracked conversions. For more on aligning optimization with business outcomes, see our Services Overview.
An effective checklist begins with an audit that captures current performance across four pillars: technical, UX, content, and tracking. Run lightweight tools and manual checks to produce a baseline you can compare future tests against.
| Layer | Function | Example tools |
|---|---|---|
| Client-side | Immediate event capture for UI events | Google Tag Manager, browser pixels |
| Server-side | Reliable conversion recording and attribution | Server-side GTM, Cloud functions, analytics API |
| Data layer | Consistent schema for events and user IDs | Custom dataLayer, ETL pipelines |
Capture discrepancies between client- and server-side conversions during the audit; this informs tracking items on your checklist. Learn how we structure tracking and measurement in practice on our About page.
Build the checklist as modular sections so teams can iterate independently: Technical, UX & CRO, Content & SEO, and Tracking & Analytics. Each item should include acceptance criteria, owner, and a data point to measure before/after.
Sample funnel breakdown (TOF → MOF → BOF):
Turn checklist items into prioritized experiments. Use an ICE (Impact, Confidence, Effort) or PIE scoring model to rank tasks. Track each experiment with: hypothesis, metric, test variant, sample size, test duration, and decision criteria.
If you want a template process to operationalize this checklist across teams, review how a structured services approach connects strategy to execution on the Prebo Digital homepage. To discuss prioritization or to request an audit template tailored to your stack, see our contact page.
Example: a US Shopify store with $75 AOV and a 2% checkout conversion wants a 10% revenue lift. Prioritized checklist items might include speed improvements (aiming to reduce bounce by 8%), checkout UX simplification, and server-side event reconciliation to recover underreported conversions. Track changes to revenue in $ and verify attribution shifts after server-side instrumentation.
Document your checklist in a shared workspace, assign owners, and add it to your sprint review. Revisit the checklist quarterly or after major platform changes (e.g., GA4 updates, privacy-law changes). For services that implement these systems end-to-end, explore our services to see typical engagement models and deliverables.
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