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EnglishHow Convertize Approaches Conversion Rate Optimization
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Convertize is a CRO agency that combines analytics with consumer psychology and behavioural economics — an approach it calls "Smart Persuasion." If you're evaluating whether that methodology fits your site, the key question is whether your conversion problem is a persuasion problem (visitors don't find your offer compelling) rather than a pure traffic or technical problem. Convertize's stated objective is to grow revenue without increasing ad spend, which tells you where it positions itself: fixing the experience your existing traffic already has.
The Smart Persuasion framework
Convertize's integrated approach is outlined in Smart Persuasion, a book by Philippe Aimé and Jochen Grünbeck, both listed as CRO experts at the agency. The framework draws on psychology and behavioural economics rather than testing alone, applying research on three areas:
- Attention — what visitors actually notice on a page
- Association — what meanings and feelings they connect to your brand and offer
- Memory — what they retain and recall when deciding
The practical implication: instead of only running A/B tests and waiting for statistical winners, the agency starts from known principles about how people perceive and decide, then uses analytics to confirm where those principles apply on your site.
Analytics plus behaviour: how the two halves connect
Convertize describes its process as using analytics to determine when and where decisions take place, then optimizing content to reduce cognitive load and increase conversions. In other words, data tells you the location of the friction; psychology guides the fix.
The agency structures websites for "cognitive ease" — shaping user experience to reduce cognitive friction and ambiguity. This is the mechanism behind the method: ambiguous or effortful pages make visitors hesitate, and hesitation shows up as drop-off in your analytics.
What the service actually includes
Convertize splits its offering into two tiers, based on the page evidence:
| Tier | Starting price | What's included |
|---|---|---|
| CRO Audit | from 4,800 | Full website audits flagging usability and content issues with concrete solutions; PPC audit covering Google and social ads; user-behaviour analysis via heat maps and session recording; on-site surveys |
| Optimization | from 12,300 | Value proposition work — defining a unique, specific and urgent proposition — plus related optimization work |
The audit tier is diagnostic: it identifies friction points and content issues (selling proposition, landing pages, Google or Facebook ad copy) and aligns them with customer expectations. The optimization tier moves into execution.
The intake process
Convertize describes a three-step start:
- Speak with a CRO expert — the agency states a real senior CRO expert calls at your convenience.
- Assess your situation — you explain your website and project, and the challenges you face.
- Plan together — you schedule the website audit or CRO project.
The entry point is a free CRO strategy call, so the assessment stage carries no stated cost. Pricing begins at the audit or optimization tier.
Where the method fits — and where it doesn't
This approach suits businesses whose traffic is already meaningful but underperforming: if visitors arrive and leave without converting, the diagnosis is likely persuasion, clarity or friction. Convertize explicitly targets revenue growth without extra ad spend, and works with businesses across Europe and the US.
It's a weaker fit if your bottleneck is upstream — insufficient traffic, broken tracking, or a product that hasn't found market fit. Psychology-driven CRO amplifies an offer people might want; it doesn't manufacture demand.
One note on the platform side: the Convertize A/B testing platform has been acquired by Glassbox. The agency service is what's described on the current site, so if you were looking for the self-serve testing tool specifically, that's a separate matter from the CRO agency engagement.