Higher converting landing pages through user analysis and CRO

SunSkips offers skip hire and waste management services in the UK. Compared to most of their more traditional competitors, they place an important emphasis on digital client acquisition.


After successfully scaling quality traffic through Paid Search, Retargeting and new Performance Max campaigns, focus shifted to improving conversion rate from visit to booking.

All Around and SunSkips analyzed which landing pages were key to Paid Media success, taking into account dynamic traffic allocation by smart campaigns.


After selecting three high traffic landing pages for the test, All Around’s Performance Marketing and Web team analyzed the current pages’ weaknesses via session recordings, heatmaps and web analytics.

Based on these insights and CRO best practices, we created a wireframe of a new variants to be developed and tested.

Once the pages were built, we selected test KPIs and configured them in Google Optimize and Analytics. After selecting the appropriate targeting settings for paid media traffic only, several experiments were launched.


For all three experiments, the conversion rate from landing page view to checkout initiation increased significantly:


Conv. Rate (Test 1)


Conv. Rate (Test 2)


Conv. Rate (test 3)

Due to this success, some best-performing elements from the new pages have also been integrated into other sections on site.

“Ongoing web site innovation has always been a top priority for us. All Around’s CRO approach fits perfectly and the landing page tests have successfully boosted our conversion rate.”

Mat Stuart Managing Director
Case studies


Net Revenue​ Overall


Cost per lead


Conv. Rate (Test 1)


Avg. Yearly Revenue Growth


Views Generated​


Online Reservations​


Organic impressions YoY


Impressions YoY


Revenue from Organic Search​


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