Book A Discovery Call
Close
Book A Discovery Call
Book A Discovery Call
Profile picture of James A. Cole, a confident middle-aged man with salt-and-pepper hair, Founder of The CRO. CoFounder
Founder and principal Conversion Rate Optimisation specialist
Contact information
Founder & Principal CRO Specialist

Welcome to The CRO.Co

James A. Cole is the founder and principal Conversion Rate Optimisation specialist at The CRO. Co. Launched in 2025, The CRO. Co reflects James’s decades of experience as an end-to-end product designer and his belief that most A/B testing doesn’t deliver meaningful ROI for businesses outside of enterprise environments. Having run and monitored thousands of A/B tests himself, James understands the real-world limitations and sees a smarter, audit-backed approach as the key to conversion growth and ROI.

A respected leader in the field, James combines expertise in digital strategy and user experience design. His team at The CRO. Co develops human-centered conversion strategies that deliver measurable impact for businesses of all sizes. James has worked extensively with enterprise clients in both e-commerce and lead generation, giving him a unique perspective on the challenges and opportunities these high-value funnels present. He believes that CRO should be available to everyone not locked behind a $100K+ price tag or reliant on endless testing cycles.

James holds a BA in Information Technology from CDU in Australia and has studied SaaS essentials and marketing in British Columbia, Canada. His US-based studies include Design Leadership, Testing Accessibility for SaaS in Texas, and Cyber Security at the University of Maryland. He has also expanded his UX/UI design expertise through training in Berlin, Germany.

James is also the author of The CRO. Co’s monthly benchmark reports and the creator of the CRO Playbook, a course that empowers teams to build audit-backed conversion strategies without endless testing.

Case studiesWhy It Works: Decision Psychology in Action

Talk to a Conversion Analyst

Conversion specialists for Shopify, SaaS, and service brands. 

Talk to a Conversion Analyst



You can’t improve what you don’t understand. Analytics give you the ‘what,’ but behaviour reveals the ‘why.’

Avinash Kaushik, Author of Web Analytics 2.0 and Google Digital Marketing

The TeamThe Roles Behind Every UX & CRO Audit

Role
Data Analyst

 Interprets behaviour data from tools like GA4, Hotjar, and session replays to validate UX patterns.

Role
CRO Analyst

Identifies friction in funnels, drop-off points, and missed revenue across key templates.

Role
Analytics Engineer

Ensures tracking infrastructure (GA4, GTM, events) is accurate, complete, and conversion-ready.

Role
SEO Consultant

Ensures all recommendations protect SEO performance and preserve the value of your paid and organic traffic.

Role
UX Researcher

Audits page layout, structure, and user flow for clarity, accessibility, and interaction efficiency.

Role
Content Strategist

Aligns UX and CRO fixes with content clarity, hierarchy, and customer messaging.

Role
Project Manager

Manages timelines, deliverables, and communication — so your audit arrives clear and ready to action.

how it worksStruggling With Conversions? You’re in the Right Place.

01
who we work with
We Help Teams Losing Conversions
We work with brands that are: Struggling with low checkout or form completion rates Getting strong traffic but not seeing revenue lift Planning a redesign but unsure where to start Running Shopify, SaaS, or lead-gen service websites If that sounds like you, you're exactly who our UX and CRO audits are built for.
02
what we fix
Friction That’s Hard to See, But Costing You
Most teams miss the real reason users bounce. We look at the hidden blockers: Confusing navigation, bloated menus, poor layout hierarchy Missing trust signals, weak CTAs, or broken mobile flows Structural issues that impact SEO, UX, and conversions We focus on fixing the things that break journeys — not just polishing UI.
03
how we approach it
Psychology Meets Performance
We don’t rely on guesswork or aesthetic opinion. Every audit is grounded in: User behaviour analysis and interface flow Proven psychological principles (like decision fatigue, social proof, and loss aversion) CRO frameworks prioritised by effort, impact, and confidence This gives your team a clear path to real, measurable improvements.
04
what you get
Clarity. Direction. Next Steps That Make Sense.
A clear set of recommendations An impact-based Priority Matrix showing what to fix first Annotated visuals to highlight where friction is happening Optional enhancements based on your business type No guesswork. No vague advice. Just a practical roadmap your team can implement - or hand to dev -right away.

get in touchLet’s Fix What’s Not Converting

If you’re seeing drop-off, low engagement, or underperforming pages — we’ll help you figure out why.

Send us a message and we’ll book a discovery call within 24–48 hours. No pressure. No lock-ins Just clarity on where your site’s losing value and what to fix first.

Get in Touch

Tell us your conversion goals
What type of business are you?
What are you interested in?
Drop your URL so we can review your setup before we connect.