What Conversion.com does

Conversion.com (legal entity: Conversion Factory Limited) is a privately held, dedicated Conversion Rate Optimization (CRO) agency founded in 2007 and headquartered in the United Kingdom (registered office in Bournemouth), operating as a specialist subsidiary of GAIN Group. The company delivers professional services centered on evidence-based experimentation, combining A/B testing, UX research, behavioral science (including eye-tracking and biofeedback), and personalization to improve website and product performance for clients. Its core offerings span advanced CRO programs, personalization, product and pricing experimentation, enterprise program consulting, analytics audits, conversion-centered design, UX research, UX competitor benchmarking, and the Liftmap proprietary experimentation application.

The company's underlying methodology is built around a portfolio of trademarked proprietary frameworks: the Infinity Experimentation Process® (a 69-step structured consulting approach cycling between Explore and Validate phases), the Lift Model® (six-factor analysis of conversion barriers), the Lever Framework (hierarchical categorization of behavioral drivers), PACET® (five-pillar scaling framework), and prioritization tools including PIE, SCORE, and EASIER. These frameworks, combined with a proprietary test archive spanning 15+ years and thousands of experiments, form a data- and methodology-driven moat. The company claims a 40% test win rate versus an industry benchmark of 15-25%, and has generated over $2 billion in cumulative client revenue impact.

Conversion operates a direct enterprise sales model with quote-based, multi-year consulting engagements targeting both startups and global enterprises. The customer base includes Microsoft, Meta, HP, Domino's Pizza, Unity, Dollar Shave Club, The Times, Gousto, Whirlpool, Wistia, UNICEF, Clarks, Buyagift, and Shaw Academy across e-commerce, SaaS, media/publishing, non-profit, and consumer goods verticals. With 100+ CRO specialists across the UK and North America, the company is self-funded (no disclosed external funding rounds) and monetizes exclusively through professional services fees tied to program scope and duration.

Name

Conversion.com

Legal name

Conversion Factory Limited

Website

https://conversion.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Conversion.com is a privately held UK-based dedicated CRO agency (founded 2007, GAIN Group subsidiary) that delivers A/B testing, UX research, and personalization services to enterprise and startup clients across e-commerce, SaaS, media, and non-profit verticals using proprietary experimentation frameworks.

Ownership category

akta.pro rank

Product category

Conversion Rate Optimization Services

NAICS

Custom Computer Programming Services (541511)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG)

akta.pro secondary industries

Conversion Rate Optimization (CRO) & Landing Page Optimization (MPAAACAF), CRM Implementation & Customization Services (BPAEAGAC), E-commerce & Retail CRM (Customer Data, Loyalty & Personalization) (HDAEAFAE)

Keywords

• Conversion rate optimization
• A/B testing services
• UX research consulting
• Website personalization
• Experimentation programs

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. CRO Agency Consulting Services: Conversion operates as a professional services agency offering CRO programs ranging from one-off projects to ongoing, multi-team experimentation programs. Revenue is generated through consulting engagements where the agency designs and executes optimization strategies for clients. Programs typically generate positive ROI within the first 12 weeks.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Conversion.com (legal entity: Conversion Factory Limited) is a dedicated conversion rate optimization (CRO) agency that sells professional consulting engagements combining A/B testing, UX research, behavioral science, and personalization to improve client websites, products, and pricing. Offerings range from one-off CRO projects to multi-year enterprise experimentation programs, executed by over 100 specialist CRO practitioners across the UK and North America.

Differentiator

Problem solved

Functional benefit

Brands

• Liftmap: A proprietary experimentation application that provides a centralized repository for storing, recording, reporting, and sharing experiments.

Products and services

• Advanced Conversion Rate Optimization (CRO) Core CRO consulting engagement in which Conversion designs an optimization strategy and roadmap, then designs, builds, and analyzes every experiment to improve a client's website and business. Offered to enterprise and startup clients as one-off or ongoing programs.
• Personalization Consulting service that goes beyond A/B testing to deliver targeted, segmented, and individualized user experiences, generating higher returns through behavioral segmentation and personalization experiments.
• Product and Pricing Experimentation Consulting service using experimentation rather than focus groups to help clients identify the most effective product and pricing strategies for their business.
• Enterprise Program Consulting Consulting engagement to design and implement a high-impact in-house experimentation function tailored to a client's organization, scaling CRO maturity and capability.
• Data and Analytics Analytics audit service that identifies where a client's analytics is failing so they can have complete trust in their data and the resulting experimentation insights.
• Conversion Centered Design Design service that builds website experiences engineered to convert from the start, applying conversion-focused UX principles to page and journey design.
• User Experience Research Qualitative research service that unearths deep insights about website visitors through methods such as interviews, eye-tracking, and biofeedback, creating better website experiences and products.
• Liftmap Proprietary experimentation application providing a centralized repository to store, record, report, and share experiments, with machine-learning capabilities to predict experiment results. Used to support client experimentation programs.
• UX Competitor Benchmarking Consulting service that analyzes competitor websites and UX to identify best practices and opportunities for client optimization programs.

Quantifiable outcome

• 40% win rate on all tests vs. 15-25% industry average
• +7 more outcomes

Named customers14 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

One partnership is on record.

• GAIN GroupcoreStrategic or Co-development PartnerConversion (Conversion Factory Ltd.) is described as 'a GAIN specialist' and part of GAIN. The company is operated under the GAIN umbrella, with the parent entity being Conversion Factory Ltd. Part of the relationship includes shared branding and cross-referrals within the group. The GAIN Group website (thisisgain.com) is referenced as the parent organization.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/conversion-factory
• Xx.com/conversion_com
• Facebookfacebook.com/conversionfactory

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Conversion.com