.svg){kind=logo}
Struggling with low conversion rates despite steady website traffic? You're not alone. Many businesses focus on driving traffic but fail to convert visitors into customers, leaving revenue on the table. Without a strategic approach, even the best-designed websites can struggle to turn interest into action.
This is where a CRO specialist plays a crucial role. By understanding user behavior, identifying friction points, and optimizing the website experience, a conversion rate optimization expert ensures that more visitors take meaningful actions—whether it's making a purchase, signing up for a demo, or filling out a lead form.
In this exclusive interview, we sit down with Waseem Bashir, a leading CRO specialist, to uncover the strategies, tools, and insights that help businesses maximize their conversions. Whether you're a startup or an established company, these expert tips will help you refine your conversion optimization strategy and drive better results.
Meet Waseem Bashir: A Leading CRO Specialist
Waseem Bashir is a conversion rate optimization specialist with a deep understanding of landing page design, lead generation, and CRO strategies. As the founder of a successful digital agency, he has helped B2B and B2C businesses improve website performance, increase conversions, and scale revenue through data-driven optimization techniques.
With a background in working with major financial institutions like BNP Paribas, Trafigura, and Hitachi, Waseem brings a structured, analytical approach to CRO. His expertise lies in A/B testing, user behavior analysis, and sales funnel optimization, making him a trusted CRO services expert in the industry.
Beyond consulting, he shares his insights through his blog and YouTube channel, where he educates businesses on how to create high-converting websites and maximize their digital marketing efforts.
In this interview, Waseem shares his expertise on common CRO mistakes, the key differences between B2B and B2C CRO, and how businesses can measure success in their optimization efforts. Let’s dive in.
Q1. How did you get started as a CRO specialist, and what drew you to this field?
A: I remember in 2015, I made a conscious decision to focus on CRO because, at that time, many people were building websites, but few were concerned about whether those websites actually performed or generated business.
There were plenty of web developers and designers whose focus was purely on putting a website together. But nobody really thought about whether the website was effective in terms of conversions. I saw this as a gap in the market—businesses needed websites that were not just visually appealing but also designed to drive results.
That realization led me to specialize in conversion rate optimization (CRO) to help businesses generate more business from their websites. Unlike developers and designers who focus on aesthetics, CRO is about understanding customer behavior, identifying pain points, and crafting a website experience that encourages visitors to take action.
Q2. Why do businesses struggle with low conversion rates, and what’s the most common mistake you see as a CRO specialist?
A: Businesses often struggle with low conversion rates because they build websites for the sake of having an online presence rather than focusing on their customers' needs.
When companies first launch a website, they usually think, “Let’s get our name out there” or “Let’s just have something online.” But if you don’t design your website with your target audience in mind from day one, it won’t serve their needs effectively.
As the business grows, this misalignment becomes a bigger issue. The website remains outdated, failing to support customer journeys and conversions. That’s why many businesses find themselves in a situation where their website doesn’t generate leads or sales—it was never optimized for conversions in the first place.
Q3. What are the key differences between B2B and B2C conversion optimization strategies, and how should businesses approach them?
A: B2C is very volume-driven. If you have an eCommerce website, for example, the goal is to make the experience as seamless as possible—so users can easily browse products, add them to their cart, and complete the checkout process. Every step in that journey needs to be optimized because even small friction points can cause drop-offs.
In B2C, you’re constantly tracking things like: How many people are viewing products? How many add them to their basket? How many actually check out? And beyond that, are they upgrading to higher-value purchases? Are they adding upsells and cross-sells? Everything is measurable, and the focus is on improving each of those touchpoints to increase overall conversions.
Now, in B2B, the approach is quite different. You don’t usually have a direct “Buy Now” button or an instant checkout process. Instead, B2B businesses sell services, and the primary conversion action is typically something like filling out a demo request form, scheduling a consultation, or requesting a quote.
Both B2B and B2C track conversion rates, but the way we look at them is very different. B2B is more about quality than quantity. A single lead can be worth a million dollars, so it’s not just about getting as many people as possible to fill out a form—it’s about getting the *right* people. In contrast, B2C is more about volume, where a business might be making thousands of smaller transactions every day.
So, when optimizing for conversions, you need to tailor your strategy based on the business model. If it’s B2B, you’re optimizing for lead quality, nurturing prospects, and ensuring a frictionless path to inquiries. If it’s B2C, you’re making the buying experience as smooth and engaging as possible to maximize conversions at scale.
Q4. How does a CRO specialist measure success in a project?
A: Success isn’t just about increasing conversions; it’s about setting realistic expectations based on the client’s starting point. We define KPIs that align with their goals—whether that’s lead generation, revenue growth, or user engagement—and track improvements over time.
CRO is not a one-time fix. It’s a continuous process of testing, analyzing, and refining strategies to ensure long-term success.
Q5. What are the most common misconceptions about conversion rate optimization experts?
A: I think when people speak to me, they think I'm going to just do like AB tests or something like that. Well, as a CRO person, it's not just about AB testing. First of all, AB testing is just one type of testing. There's lots of other ways you can do CRO, but a misconception is not many people know the difference between AB testing and, let's say, split testing. And then they only think in terms of e-commerce, like if they have an e-commerce website, then you can only do CRO on that. Well, actually, CRO is important for B2B websites as well because it can help generate more leads from existing traffic.
The other misconception is that when people work with us, they think it’s just like a one-off thing. Like a one-time fix where we come in, suggest something, and then whatever we suggest, that's going to work. But actually, CRO is a continuous process. It involves testing, analyzing, and refining strategies. It’s not just about making a few changes and expecting immediate results. It's like a marathon—you have to go through it, understand what works, what doesn't work.
Q6. If you were tasked with auditing a website for the purpose of getting conversion improvements as a CRO specialist, what would you look at first?
A: I think I would try to get access to Google Analytics first, and I would try to understand which traffic generates results. Obviously, for that, there have to be conversion goals set up in Google Analytics. Then I would set up user tracking tools like Crazy Egg or Hotjar to look at heatmaps, scroll maps, and screen recordings. Based on that, I would gauge what is working and what’s not working, put together a list of ideas to test, and also look at page speed because that’s something that definitely impacts conversions.
Q7. As a conversion rate optimization specialist, have you ever balanced data-driven decision-making with creative CRO considerations?
A: Yeah, I think that’s obviously a balancing act between the two. Data-driven means looking at A/B testing, Google Analytics, and user feedback. Creativity would mean thinking outside the box, coming up with compelling copy, or using new design elements. You would look at data and see, for example, if there’s a part of a funnel where users are dropping off, and then creatively think about what can be done to improve it. Whatever you do creatively, it’s not set in stone—you can try different things, test what works, and refine it. The goal is to align everything with the customer persona and user experience.
Q8. What is the role of user research in CRO services? How do you conduct it properly?
A: User research basically means understanding what the customer wants and why they want it. You need to know what they are looking for, what’s frustrating or confusing them, and what drives them to convert. We use a lot of surveys—placing different surveys and polls on the website, asking simple questions like, "What would you suggest to improve on this page?" or "What are you looking for?" We also analyze heatmaps and screen recordings to see user behavior.
In some cases, we conduct customer interviews to understand their goals and challenges, but that’s rarer. And of course, we use Google Analytics to identify behavior patterns that can inform our optimization strategies.
Q9. Can you give an example where a tiny change made all the difference to conversions, from your experience as a CRO specialist?
A: Yeah, I’ll talk about our own website, Apexure. Initially, we had a form built in HubSpot that had basic fields like name, email, phone number, and message. We then converted it into a multi-step form. It wasn’t a tiny change, but it was easy to implement. And just by doing that, we doubled our conversions straight away. We realized that in many situations, multi-step forms outperform standard forms.
My approach to lead generation form optimization for higher conversion rates starts with understanding user intent. When someone arrives at a form, they have a reason for being there, and the goal is to make their experience as seamless as possible.
Q10. What is your general approach to lead generation form optimization for higher conversion rates as a CRO specialist?
First, I ensure that the form only asks for essential information. Every extra field adds friction, so I minimize unnecessary inputs while balancing lead quality. If more details are needed, I might use a multi-step form to break it down into smaller, less intimidating sections.
Next, I focus on the value proposition. Users need to know why they should fill out the form. Whether it's a free consultation, a downloadable resource, or access to a demo, the benefit must be clear and compelling.
Trust signals also play a key role. Adding testimonials, security badges, or even a simple privacy reassurance—like "We won’t spam you"—can help reduce hesitation.
Finally, I optimize the design and UX. The form should be visually clear, easy to complete on any device, and use inline validation to guide users through errors in real time. A/B testing different layouts, CTA wording, and button colors also helps fine-tune performance based on data.
Landing Pages & User Experience (UX)
Q11. What are the essentials of a high-converting landing page, as defined by conversion rate optimization experts?
A: This question is a bit broad. When we talk about a high-converting landing page, are we referring to a lead generation page, a click-through page, or an e-commerce product page?
But generally, a landing page should have an attention-grabbing headline and subheading. The moment someone lands on it, they should immediately know why they are there. It should convey a strong value proposition. There needs to be congruence—it should be relevant to the ad that led them there.
A strong call to action is essential. The hero section is the make-or-break part of the landing page. After that, other elements like social proof, testimonials, case studies, and trust badges play an important role, but the initial impression matters the most.
Q12. How do you balance form and function in web design to maximize conversions as a CRO specialist?
A: It’s all about prioritizing user experience. If visitors can’t use the site properly, then it doesn’t matter how beautiful it is—it’s unusable. Clarity and usability are the most important aspects. Once that’s in place, then you focus on aesthetics, like typography, colors, and design elements, to make it visually appealing. But function comes first.
The copy should always come first, and then you design around it. If I give you a blank piece of paper, it means nothing. If I add text, now you can read it. But if I just put boxes and no text, it’s useless. So, clarity in communication is key.
Q13. What's your view on the "less is more" approach in website design and content from a CRO specialist's perspective?
A: With how fast-paced everything is today, people have short attention spans. They don’t want to spend too much time reading, so the copy needs to be scannable and easy to digest. Reducing distractions, improving clarity, and using the right colors, fonts, and contrast all contribute to better engagement.
However, whether "less is more" works depends on the product or service. If you’re selling a luxury product, then yes—minimalist design with high-quality imagery works well. But if it’s an educational or technical product that requires detailed explanations, then "less is more" wouldn’t work because people need information to make decisions.
Q14. How do page load speed and mobile responsiveness affect conversion rates, and what can businesses do to improve them?
A: Page speed and mobile responsiveness are critical for conversions. A slow site frustrates users, and most will leave if it takes too long to load. Google also factors in page speed for ranking, so it affects SEO as well.
To improve page speed, businesses can optimize images, use lazy loading, minify CSS and JavaScript, and implement a good caching strategy. For mobile responsiveness, they should use a mobile-first design approach, ensuring everything is optimized for smaller screens—buttons should be tappable, text readable, and navigation intuitive. If your site isn’t fast and mobile-friendly, you’re losing conversions.
Q15. As a CRO specialist, what would be your recommendations for creating compelling CTAs that drive people to action?
A: A compelling CTA is crucial for driving conversions, yet many marketers overlook its significance due to its small size on a landing page. To create an effective CTA, it's essential to align its intent with the landing page’s goal. Understanding your audience's needs and expectations will help in crafting a CTA that resonates with them.
The button’s color plays a vital role in attracting attention. Using contrasting and brand-aligned colors can enhance visibility. The choice of words is equally important—simple, action-oriented, and persuasive text increases the likelihood of clicks. Proper spacing, clear design, and strategic placement ensure the CTA stands out and remains easy to locate.
Making the CTA interactive, such as using animations or directional cues, further enhances engagement. Additionally, a mobile-friendly design ensures accessibility across devices. In some cases, using a dual CTA can help capture leads who may not be ready to convert immediately. By placing the CTA at key touchpoints and making it visually distinct, marketers can significantly improve their landing page conversions
A/B Testing & Experimentation
Q16. What are some of the biggest mistakes businesses make with A/B testing, and how would a CRO services expert work with the business to steer them clear of this?
A: One of the biggest mistakes businesses make is starting tests without a proper hypothesis. They don’t clearly define what they’re changing and what result they expect. That’s why we always put together an experimentation plan. We use a structured approach called the EPI framework, which helps ensure every test has a clear goal.
Another mistake is testing too many variables at once. If you change multiple elements at the same time, it’s difficult to pinpoint which one actually drove the change.
Businesses also tend to get excited when they see initial results and may try to end the test too early. That’s a problem because you need to let a test run for a sufficient period to ensure the results are statistically significant and not just a temporary fluctuation.
Finally, many companies focus only on macro conversions, like form submissions or purchases, and overlook micro conversions—such as clicking a button or interacting with a feature. These smaller interactions provide valuable insights and should also be tested.
Q17. How do you choose what to test first on a website as a CRO specialist?
A: The first step is to look at high-traffic and high-intent pages. Often, when you check Google Analytics or Google Search Console, the pages with the most traffic tend to be blog posts. However, from a CRO perspective, we focus more on service pages or landing pages that drive conversions.
After identifying key pages, we align them with business objectives. If a particular service or product is a priority, we focus our testing efforts there.
To determine what to test, we conduct both qualitative and quantitative analysis. Qualitative analysis includes tools like heatmaps and session recordings to understand user behavior. Quantitative analysis involves running surveys or collecting data through forms and analytics tools. Based on these insights, we create a list of hypotheses and prioritize the tests accordingly.
Q18. What’s the most surprising result you’ve seen from an A/B test in your experience as a CRO specialist?
A: One of the most surprising results I’ve encountered involved a form on a website. Initially, the form was long, had multiple columns, and looked outdated. We assumed that by improving its design—making it multi-step and visually appealing—it would perform better.
Surprisingly, the new, cleaner form did not convert as well as the original "ugly" one. While we had our theories as to why this happened, it was an eye-opener because it challenged our assumptions about what users prefer. This is why testing is so important—you can’t rely solely on intuition.
Q19. How long should businesses run an A/B test to achieve statistically significant results, according to conversion rate optimization experts?
A: Most A/B testing tools, like VWO or Unbounce, provide an estimated statistical significance in real time. However, the key is to aim for at least a 95% confidence level to ensure reliable results.
It’s also crucial to avoid testing during seasonal spikes, such as holiday sales or Black Friday, because those periods can skew data. Running tests during consistent traffic patterns—like weekdays compared to weekdays rather than weekdays vs. weekends—helps maintain accuracy.
Ultimately, a test should run long enough to gather meaningful data, ensuring that the observed changes are not just temporary fluctuations but real improvements in user behavior.
Q20.How do you convince stakeholders to invest in CRO when they are primarily focused on traffic growth?
A: I usually frame it with a simple example: If you’re spending $100 on ads and getting two conversions, that’s a 2% conversion rate. Instead of increasing your ad budget to bring in more traffic, why not improve the website’s conversion rate?
If CRO can increase conversions from 2% to 4%, you’re getting double the leads without spending extra on ads. That additional lead could be worth thousands or even more, depending on the business model.
Many stakeholders focus on traffic because it’s a visible metric, but I compare it to building muscle. Just throwing money at ads is like taking a short-term energy boost, whereas investing in CRO is like strengthening your foundation for long-term success.
Key Takeaways from the Interview
Data-Driven Decisions are Vital:
Organizations ought to utilize data rather than intuition during the optimization of their websites. A Step-by-Step Website Conversion Audit will identify gaps and maximize ROI.
Conversion Rate Optimization is a Process that's Ongoing
Most companies disregard repeated CRO efforts. The application of methods from How to Increase Conversion Rate on a Website ensures repeating improvement.
B2B Sites Need a Different Strategy
In contrast to B2C, B2B websites require transparency, trust signals, and clear decision-making channels. Our Complete Guide to B2B Website Design Best Practices discusses the essentials for success.
Website Conversion Specialists are a Game-Changer:
If your business is struggling with conversion rates, it might be time to bring in an expert. Learn more in Why Your Business Needs a Website Conversion Specialist.
Knowing Website Conversion Metrics is Crucial
Measuring the right KPIs allows companies to make smart decisions. Learn what is Website Conversion and how to measure and improve it.
Want to see these lead generation strategies in action? Take a look at this video where Waseem breaks it down with real examples
.webp)
