A site built for another market
The site was designed at head office for desktop users and email enquiries. Indonesian buyers arrive on mobile, look for a WhatsApp button, and leave when they only find a long contact form.
CRO in Indonesia
A conversion rate optimization agency for Indonesian buyers, reporting to regional teams
SAB helps regional and foreign-owned companies turn more of their Indonesian website traffic into qualified enquiries. We combine analytics, consented session research and user interviews with structured testing, and we design for how local buyers actually behave: on mobile, often through WhatsApp.
Founded in 2017Based in JakartaClear scope in every proposal
Suited to companies that already get steady traffic in Indonesia, want more enquiries from it, and need the work explained and reported in English.
Selected SAB client projectsView case studies →
Pertamina Energy TerminalKlinik Pela 9PracticumSwiss Education GroupIPMI International Business SchoolIDeA IndonesiaPertamina Energy TerminalKlinik Pela 9PracticumSwiss Education GroupIPMI International Business SchoolIDeA Indonesia
Common problems
Why traffic in Indonesia often does not turn into enquiries
Many regional teams invest in ads and SEO for Indonesia, then find that the website converts far less than in other markets. These are the causes we see most often.
Translation instead of local messaging
Pages are translated word for word into Indonesian, or left in English only. The copy answers questions that local buyers do not ask and skips the ones they do, such as local presence, legal entity and how to talk to a person.
Changes based on opinion
Redesigns are driven by internal preferences or a competitor's look. Nobody can say which change helped, which hurt, and which made no difference.
Tests that cannot reach a conclusion
A/B tests are started on pages with too little traffic, stopped early when one version looks ahead, or measured on clicks instead of enquiries. The result is false confidence.
SAB's approach
Research first, then a ranked list of hypotheses
We start by finding out where and why visitors drop off. Analytics shows where it happens. Heatmaps and session recordings, collected with visitor consent and with form fields masked, show how people behave on the page. Short interviews with your sales team and recent customers explain what buyers needed to know before they got in touch.
Each finding becomes a written hypothesis: what we will change, why we expect it to help, and how we will measure it. We rank the backlog by expected impact, confidence and effort, then test or implement the top items. When traffic is too low for a reliable A/B test, we say so and use a different method rather than present a weak result as a win.
- Conversion goals agreed before any change
- Consent-based behaviour research with sensitive fields masked
- A written, ranked hypothesis backlog you can see
- Testing method chosen to match your traffic level
- Reporting in English, with sales feedback on lead quality
What we do
What a CRO engagement with SAB covers
Scope depends on your site, traffic and goals, and is written into the proposal.
Conversion goals and measurement
We define what counts as a conversion, such as a form, a WhatsApp click, a call or a booked meeting, and check that each one is tracked correctly before any test starts.
Quantitative and qualitative research
Funnel and page analysis in your analytics, consent-based heatmaps and session recordings, form analytics, and interviews with sales staff and customers.
Hypothesis backlog and prioritisation
Every idea is written as a hypothesis with evidence, expected effect and effort. The backlog is ranked and shared, so you can see why each item is next.
A/B testing and validation
Test design, sample size estimates, set-up in your testing tool, quality checks on mobile and desktop, and a written read-out of each result, including inconclusive ones.
Landing page and form optimisation
Copy, layout, page speed and form changes for key pages, including Indonesian and English versions, clearer offers and fewer, better form fields.
WhatsApp and mobile conversion paths
Placement and wording of WhatsApp buttons, pre-filled messages that tell your team where the lead came from, click tracking, and mobile layouts tested on common devices.
How we work
Five steps in a CRO programme
The steps follow SAB's working rhythm: discovery, strategy, execution and optimisation, with updates every one to two weeks.
30-minute discovery call
We learn about your market, traffic sources, conversion goals and how sales handles enquiries. Book a time at schedule.sab.id.
Measurement check and baseline
We check that analytics and conversion tracking are reliable, then record current conversion rates by page, device and traffic source as the baseline.
Research and backlog
We run the research, write hypotheses, and present a ranked backlog with the reasoning behind each item for your approval.
Test or implement
High-traffic pages get controlled A/B tests. Lower-traffic pages get evidence-based changes with careful before-and-after monitoring. Every change is quality-checked before it goes live.
Review and repeat
We report what was learned, including tests that showed no difference, check lead quality with your sales team, and update the backlog for the next cycle.
Comparison
Redesign, in-house testing or a structured CRO programme
Each option has its place. The difference is how decisions are made and how much you learn from each change.
| Full redesign | In-house testing | CRO programme with SAB | |
|---|---|---|---|
| Basis for changes | Brand guidelines and design preferences | Depends on the team's time and skills | Research findings and a ranked hypothesis backlog |
| Speed to first change | Slow; often months before launch | Varies with internal priorities | Small changes and tests within the first cycle |
| Learning | Hard to tell which element made a difference | Good if the team has testing experience | Each test or change documented with its result |
| Local buyer behaviour | Often follows the global template | Strong if the team is in Indonesia | Indonesian-language UX, mobile and WhatsApp paths built in |
| Risk | One large change at once | Low, if tests are well designed | Changes released in steps and monitored |
| Reporting | Launch report | Internal | English reports every one to two weeks, with sales feedback |
A redesign is sometimes the right call, for example when the site is outdated or hard to edit. In that case, CRO research before the redesign helps decide what the new site must fix.
Practical guide
How to run CRO properly on a website in Indonesia
Six practices your team can apply now, whether or not you work with an agency.
Fix measurement before you test
If WhatsApp clicks or form submissions are not tracked reliably, every test result is suspect. Submit a test form and click every contact button yourself, then confirm each one appears in your analytics. Compare the numbers with what your sales team actually received.
Check whether A/B testing is realistic
Use a sample size calculator with your current conversion rate and the smallest change you would care about. If the answer is several months of traffic for one test, a classic A/B test is not practical. Test bolder changes, test on higher-traffic pages, or rely on qualitative research and monitored rollouts instead.
Decide the stopping rule in advance
Agree the test duration and success metric before the test starts, and run it over full weeks to cover weekday and weekend behaviour. Do not stop a test the moment one version pulls ahead. Early leads often disappear as more data arrives.
Treat WhatsApp as a real conversion path
Many Indonesian buyers prefer to start with a chat rather than a form. Offer a visible WhatsApp option on mobile, use a pre-filled message that includes the page or offer, and track the click. Then check with sales how many of those chats became qualified leads.
Write for local questions, not just in the local language
Listen to sales calls and chats to learn what Indonesian buyers ask before they commit, such as whether you have a local entity, where your office is, and how payment and delivery work. Answer those questions near the call to action. Natural Indonesian copy usually reads better than a literal translation.
Respect consent when recording sessions
Heatmap and session-recording tools collect behavioural data, so show them only to visitors who have agreed, as set out in your privacy policy. Mask form fields and any personal data. Indonesia's Personal Data Protection Law (Law No. 27 of 2022) applies, so check specific obligations with your legal adviser.
Is a CRO programme right for you?
CRO is most useful when there is already traffic to learn from. Here is a quick check.
A good fit if
- Your website already receives steady traffic from ads, SEO or other channels in Indonesia
- Enquiries are lower than you expect for the traffic you pay for
- Your team or head office needs findings and reports in English
- You can make changes to the website, or let us work with your developer
- Your sales team can give feedback on lead quality
Probably not a fit yet if
- The website is brand new and has almost no traffic yet
- You want a fixed conversion uplift promised before any research
- Changes to the website need many months of approvals
- You only need a new visual design, not ongoing improvement
Cost
What affects the cost of CRO
We do not sell fixed packages. Cost depends on the factors below and is set out in the proposal.
Number of pages and funnels
Optimising one lead-generation landing page is a smaller scope than several product pages, a quote funnel and a booking flow.
Research depth
The number of interviews, recordings to review and analyses to run affects research time, especially in the first cycle.
Testing and build work
Whether we design and build test variants ourselves or brief your developer, and whether pages exist in both Indonesian and English.
Tools and tracking condition
Third-party testing or recording tools may have their own subscription. Broken tracking must be fixed before testing can start.
Scope, fees, taxes and payment terms are written in the proposal after the discovery call. Media spend and third-party tool subscriptions are separate.
What SAB clients say
Quotes from client reviews published on sab.id.
I love the professionalism of SAB. They're the best partner for your digital marketing needs. I had my company's website redesigned and we started to get high quality leads in the pipeline. I highly recommend SAB for the growth of your business.
Dede Heri KusaeriNPS Pemuda Berdikarisma
SAB helped us not only for our brand awareness but also the sales conversion. Budget management is transparent, and they hit the agreed KPI. That's what I'm always looking for from an agency.
Ariandes VeddytarroPT Servier Indonesia
Frequently asked questions
What is conversion rate optimization?
Conversion rate optimization is the practice of increasing the share of website visitors who take a valuable action, such as sending an enquiry or booking a meeting. It uses research and testing to decide what to change, instead of relying on opinion.
Do we need a lot of traffic for CRO?
For classic A/B testing, yes: low-traffic pages may need months to reach a reliable result. But CRO is more than A/B testing. With less traffic we focus on research, clear fixes to obvious problems, and careful before-and-after monitoring, and we tell you how confident each conclusion is.
Do you guarantee a higher conversion rate?
No. Some tests win, many show no difference, and some lose; all of them teach something. Results also depend on your offer, traffic quality and sales follow-up. Any performance commitment applies only if it is written into a signed agreement.
Which tools do you use?
We work with your existing analytics, usually GA4 and Google Tag Manager, and choose heatmap, recording and testing tools based on your site and budget. Accounts stay in your company's name. Third-party tool subscriptions, if needed, are paid separately.
How do you handle privacy and consent?
Behaviour recording runs only for visitors who have consented, with form fields and personal data masked. We follow your privacy policy and consent banner set-up. For specific obligations under Indonesia's Personal Data Protection Law, we recommend checking with your legal adviser.
Can you work with our developers or head-office web team?
Yes. We can build test variants ourselves, or write clear specifications for your developers and review the changes before they go live. Many regional companies keep their global platform and only adjust the Indonesian pages.
Should our site be in Indonesian, English or both?
It depends on who your buyers are. Many decision-makers in Indonesia read English, but the people who search and make first contact often prefer Indonesian. Research and test results help decide which language each page should lead with.
How do you report progress?
You receive updates in English every one to two weeks, covering tests running, results, changes made and the next items in the backlog. Results are reviewed against the conversion goals agreed at the start, with feedback from your sales team on lead quality.
Find out where your Indonesian traffic drops off
Send us your website address, your main traffic sources, the conversions that matter to you, and roughly how many visits and enquiries you get per month. We will review the site before a 30-minute discovery call.
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