Both. Plug & Play’s CRO experience runs deep in eCommerce, but the same testing and optimisation approach applies just as effectively to lead-generation and B2B websites, the goal simply shifts from purchases to enquiries, demos or qualified leads, with benchmarks set accordingly.

No. CRO is available regardless of who built the website, working with the existing site and its current traffic rather than requiring a rebuild.

Meaningful A/B testing needs enough traffic to reach statistically reliable results within a reasonable timeframe, so very low-traffic sites may see slower results or benefit from a different approach first – such as qualitative research and quick technical wins, before formal testing begins. Traffic levels are assessed as part of scoping any CRO engagement.

Ongoing. CRO works best as a continuous cycle of testing, learning and refining rather than a single fix, which is why it’s typically delivered through a retainer, the same flexible, roadmap-led model used across Plug & Play’s other services.

Two or more versions of a page element are shown to different segments of live traffic at the same time, with results measured against a specific goal, such as an add-to-basket click, form submission or checkout completion, until there’s enough data to be statistically confident. Only the winning version stays live, and the insight feeds directly into the next test.