Who is Conversion?
Before you commit to any agency, it helps to review what they actually offer, how they price it, and where they focus. Here's what we found when we looked at Conversion.
Conversion (the agency, conversion.com) is a UK-headquartered CRO firm with NYC offices, founded by Stephen Pavlovich. They've run 20,000+ experiments, built their own AI platform called Confidence AI, and work with brands like Canon, Domino's, the Financial Times, and Sage. Roughly 150 people across global offices. Real heavyweight in the CRO world. No contractor practice listed.
Recognition: Founded by Stephen Pavlovich · Confidence AI platform · 20,000+ experiments run · Clients include Canon, Domino's, FT, Sage · Cannes Lions winner
Feature review at a glance
Side-by-side
Where Conversion excels
Personalization at scale, backed by real engineering. Conversion's thesis is that the future of CRO isn't just A/B testing — it's 1:1 personalization driven by AI. Their Confidence AI platform powers that work, and the case studies on travel, finance, and eCommerce sites show meaningful lift. So for a brand with the data infrastructure to support personalization (logged-in users, behavioral data, multi-page funnels), Conversion is one of the more sophisticated options on the market.
And if you're a ecommerce contractor specifically, that trade depth counts for something. Conversion knows the seasonal surges, the buyer hesitations, and the search patterns that generalist agencies miss entirely.
Our take
Personalization is the right answer for a Domino's, an FT, a Sage. Brands with millions of logged-in users, rich behavioral data, and complex funnels where the same homepage can serve five different audiences with five different propositions. None of that describes a contractor. A roofing company's homepage serves homeowners in a 60-mile radius with one proposition: schedule a free roof inspection. There's nothing to personalize at the level Conversion is built to deliver. So while their methodology is genuinely sophisticated, the sophistication doesn't map to the contractor problem.
Who typically hires Conversion
Enterprise brands with logged-in user bases, rich behavioral data, and multi-product or multi-region offerings — travel platforms, banks, telecoms, large eCommerce, and SaaS companies with $100M+ ARR.
Where Fervor differs as a Conversion alternative
Conversion and Fervor cover overlapping ground — SEO, Google Ads, conversion work — but the shape is different. Conversion runs that playbook across many industries. Fervor runs it for contractors only, and ties every channel to the same number: booked jobs per visitor. So if you're pulling 2,000 visits a month and the phone only rings 9 times, we don't argue about whether the problem is traffic or conversion. We diagnose which one is actually leaking and fix that side of the funnel.
(Quick way to tell where your gap is: check your Google Analytics. Under 500 monthly sessions usually means you need more visibility — SEO, GBP, paid search. Over 1,000 and the phone still isn't ringing means the conversion path is leaking. Fervor works on both, contractor-side.)
Revenue per visitor
Your traffic has a dollar value. But most agencies won't calculate it because the number isn't always flattering. We measure what each visitor is actually worth in booked revenue, then rank your fixes by which ones move that number fastest.
The Site Inspection
Before we recommend a single change, we score your site across 6 categories against 64 national contractor brands. You get a Fervor Grade™ and a ranked fix list. No sales call required. And no money changes hands.
Conversion-first design
Booked by Design™ doesn't start with a homepage mockup. It starts with conversion benchmarks from 18 trades we've already scored. So layout decisions, CTA placement, form position, the order your services appear on the page, even which photo goes above the fold — all of it is backed by what actually gets contractors booked.
Where Conversion may fall short for contractors
No contractor work. The personalization-driven methodology assumes data infrastructure most contractors don't have — no logged-in users, no behavioral history, no complex multi-product funnel. A contractor's site has one job (book the inspection), one buyer (the homeowner), and one conversion event (the form submit or the phone call). Conversion's tools are calibrated for orders of magnitude more complexity.
Choosing the right agency for your business
Choose Conversion if:
- You need an agency that only works with ecommerce contractors
- You want ecommerce-specific keyword strategy and campaign management
- You value personalized cro methodology + confidence ai platform + 20,000+ experiments across enterprise brands
Choose Fervor if:
- Your site gets traffic but your close rate from web leads sits under 5%
- You want to know exactly which pages are bleeding leads right now
- You need a website rebuilt around revenue per visitor, not just how it looks
- You want a Canada-based agency that works with US and Canadian contractors
One more thing. Conversion and Fervor cover overlapping ground. The honest split is shape, not service line: Conversion is built for breadth across industries; Fervor is built for depth across contractor trades, with revenue-per-visitor measurement on every account. Some contractors review both options and pick the fit that matches the way their team thinks about marketing.
Questions to review before hiring Conversion
What is Confidence AI?
Conversion's proprietary AI platform that powers their personalized CRO programs. It uses behavioral data and machine learning to serve different content variants to different users. Built for brands with substantial data infrastructure, not for one-page lead-gen sites.
Does Conversion work with home service contractors?
No published contractor practice. Their client base is enterprise — Canon, Domino's, FT, Sage, travel brands, financial services. Contractors aren't in their case study mix.
How much does Conversion cost?
Pricing isn't public. Enterprise CRO retainers with personalization programs and platform access typically run $20K-$80K+/month. The model is built for brands with $100M+ ARR baselines where personalization-driven lift compounds meaningfully.
Why isn't personalization the right answer for contractors?
Personalization works when one homepage needs to serve many different audience segments with different propositions. A contractor's homepage serves one audience (homeowners in a service area) with one proposition (book the inspection). There's nothing meaningful to personalize at the AI-platform level.
How does Conversion compare to Fervor Studio?
Conversion runs enterprise personalized CRO for global brands with rich data infrastructure. Fervor Studio runs contractor CRO — fixing the homepage, the form, and the booking flow on a single-funnel local service site. Wildly different scales and methodologies.
Find out which problem you actually have
The free Site Inspection scores your site across 6 categories and tells you whether your bottleneck is traffic or conversion. It takes 30 seconds to submit.
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