The Good review
Shortlist-ready for CRO / Web Conversion, with the caveats below.
Established 'digital experience optimization' consultancy (16+ years) doing CRO + UX research + A/B testing for SaaS and ecommerce, reporting 16:1 ROI. Strong methodology and reputation; public review volume and pricing are thin.
No published price we can link to. We do not estimate one — ask on the call, and see the pricing-transparency line in the scores below.
How it scored
Every dimension is scored against this discipline’s published rubric. Open one to see the claim it was scored on, what the rubric measures there and how much it weighs, and where the evidence came from.
How we scored this
We read the agency’s public record first-hand — its site, pricing, case studies and independent reviews — and score what is checkable: what is published, not how it is phrased. There is no keyword counting or sentiment scoring. The label is a judgment on those facts, which is why each dimension shows the fact that decided it, the band it was judged against, and the sources — so you can check the call, and tell us if you think it is wrong. The full method, and who pays, is on how we vet.
Experimentation rigor (valid A/B testing)Strong
Strong — 4 of 5 on this rubric’s scale, from Poor (1) to Excellent (5). This dimension carries 25% of the total score.
Benchmark — across the 25 other agencies evaluated in this discipline, this dimension runs Excellent 17 · Strong 6 · Weak 1 · Poor 1. The typical agency here scores Excellent, and 17 of them score higher than this one.
What this dimension measures: Runs statistically-valid experiments: proper sample sizes/power, avoids peeking, sequential/Bayesian methods, honest win-rate reporting.
Scores high — Named testing methodology and honesty about losers/flat tests score 4-5.
Scores low — 'We A/B test button colors' or claims of 90%+ win rates score 1-2 (a red flag).
What we found — 16+ years of CRO research and structured A/B testing. That is the high band above, which is why it scored Strong.
On the record — “The Good is a 16+ year digital-experience-optimization consultancy (CRO, UX research, A/B testing, analytics) for SaaS and ecom, reporting 16:1 ROI.” thegood.com ↗
CRO — conversion-rate optimization: raising the share of visitors who buy or sign up through structured testing, not redesign by taste.
Evidence: verified — checked against a named source you can open; the links under Sources below are where to check it yourself.
Conversion research & UXExcellent
Excellent — 5 of 5 on this rubric’s scale, from Poor (1) to Excellent (5). This dimension carries 18% of the total score.
Benchmark — across the 25 other agencies evaluated in this discipline, this dimension runs Excellent 12 · Strong 11 · Adequate 1 · Weak 1. The typical agency here scores Strong, and none scores higher than this one.
What this dimension measures: Grounds tests in real research: heuristic analysis, analytics, session replay, surveys, user testing, not guesses.
Scores high — Research-led hypotheses score 4-5.
Scores low — Best-practice checklists with no research score 1-2.
What we found — UX research is a core pillar of the practice. That is the high band above, which is why it scored Excellent.
Evidence: verified — checked against a named source you can open; the links under Sources below are where to check it yourself.
Landing page / site design & devStrong
Strong — 4 of 5 on this rubric’s scale, from Poor (1) to Excellent (5). This dimension carries 15% of the total score.
Benchmark — across the 25 other agencies evaluated in this discipline, this dimension runs Excellent 6 · Strong 17 · Adequate 2. The typical agency here scores Strong, and 6 of them score higher than this one.
What this dimension measures: Can design AND build high-converting pages/sites fast (not just recommend).
Scores high — In-house design + dev score 4-5.
Scores low — Recommendations handed back to the client's team score 2-3.
What we found — UX/UI design within optimization engagements. That is the high band above, which is why it scored Strong.
Evidence: inferred — our reading of indirect evidence, not a documented fact.
Analytics & attributionStrong
Strong — 4 of 5 on this rubric’s scale, from Poor (1) to Excellent (5). This dimension carries 15% of the total score.
Benchmark — across the 25 other agencies evaluated in this discipline, this dimension runs Excellent 7 · Strong 14 · Adequate 4. The typical agency here scores Strong, and 7 of them score higher than this one.
What this dimension measures: Sound measurement: clean analytics implementation, event tracking, attribution, and guarding against false positives.
Scores high — Strong analytics score 4-5.
Scores low — Reliance on platform vanity dashboards scores 2.
What we found — Analytics & data is a named service. That is the high band above, which is why it scored Strong.
attribution — working out which marketing touch actually caused a sale. Good practice names its model and its blind spots; bad practice quotes each ad platform’s self-graded numbers, which overlap and overclaim.
Evidence: verified — checked against a named source you can open; the links under Sources below are where to check it yourself.
Measurement tied to revenue liftStrong
Strong — 4 of 5 on this rubric’s scale, from Poor (1) to Excellent (5). This dimension carries 12% of the total score.
Benchmark — across the 25 other agencies evaluated in this discipline, this dimension runs Excellent 14 · Strong 9 · Adequate 2. The typical agency here scores Excellent, and 14 of them score higher than this one.
What this dimension measures: Reports revenue-per-visitor / incremental revenue lift, not just conversion-rate deltas on micro-conversions.
Scores low — Revenue-lift focus scores 4-5; micro-conversion vanity scores 1-2.
What we found — Reports 16:1 ROI, a revenue-lift orientation.
Evidence: verified — checked against a named source you can open; the links under Sources below are where to check it yourself.
Platform depth (Shopify/Webflow/Next)Adequate
Adequate — 3 of 5 on this rubric’s scale, from Poor (1) to Excellent (5). This dimension carries 8% of the total score.
Benchmark — across the 25 other agencies evaluated in this discipline, this dimension runs Excellent 7 · Strong 9 · Adequate 9. The typical agency here scores Strong, and 16 of them score higher than this one.
What this dimension measures: Deep in the buyer's actual stack (Shopify for ecom, Webflow/Next for B2B/SaaS).
Scores low — Match scores 4-5; mismatch/generalist scores 2-3.
What we found — Works across SaaS and ecom stacks.
B2B — business-to-business: selling to companies rather than consumers — longer deals, more decision-makers.
SaaS — software as a service: subscription software; as a client type it brings recurring revenue and metrics like churn and lifetime value.
Evidence: inferred — our reading of indirect evidence, not a documented fact.
Vertical & stage fitStrong
Strong — 4 of 5 on this rubric’s scale, from Poor (1) to Excellent (5). This dimension carries 4% of the total score.
Benchmark — across the 25 other agencies evaluated in this discipline, this dimension runs Excellent 11 · Strong 14. The typical agency here scores Strong, and 11 of them score higher than this one.
What this dimension measures: Ecommerce CRO vs B2B SaaS/lead-gen CRO are different crafts.
Scores low — Named clients matching the buyer score 5; mismatch scores 1-2.
What we found — Named SaaS and ecommerce focus.
CRO — conversion-rate optimization: raising the share of visitors who buy or sign up through structured testing, not redesign by taste.
B2B — business-to-business: selling to companies rather than consumers — longer deals, more decision-makers.
SaaS — software as a service: subscription software; as a client type it brings recurring revenue and metrics like churn and lifetime value.
Evidence: verified — checked against a named source you can open; the links under Sources below are where to check it yourself.
Contract & pricing transparencyAdequate
Adequate — 3 of 5 on this rubric’s scale, from Poor (1) to Excellent (5). This dimension carries 3% of the total score.
Benchmark — across the 25 other agencies evaluated in this discipline, this dimension runs Excellent 2 · Strong 4 · Adequate 7 · Weak 9 · Poor 3. The typical agency here scores Adequate, and 6 of them score higher than this one.
Scores high — Month-to-month or short terms with a pricing anchor score 4-5.
Scores low — 12-month lock-ins or bespoke-only score 2.
What we found — No public pricing. That is between the two bands, which is why it scored Adequate.
Evidence: inferred — our reading of indirect evidence, not a documented fact.
Verdict
The Good is a well-regarded digital-experience-optimization consultancy with 16+ years of CRO research and strategy, doing the full rubric-relevant stack, CRO, UX research, A/B testing, and analytics, for both SaaS and ecommerce, and reporting 16:1 ROI. Its methodology-and-research orientation is exactly what separates real CRO from best-practice checklists.
The caveats are evidentiary: public third-party review volume is thin (a handful of testimonials at 5.0) and pricing isn't published. A credible, research-led CRO partner for SaaS or ecom; get references and pricing directly given the limited public data.
What you can do next
Koolav can make the introduction and handle the back-and-forth, or you can go straight to the agency.
This agency has not published a paid trial. What a paid trial is.
What we verified
Each claim below was checked against a named source, last on 2026-07-19. Follow any of them and check for yourself — that is the point of publishing them.
- The Good is a 16+ year digital-experience-optimization consultancy (CRO, UX research, A/B testing, analytics) for SaaS and ecom, reporting 16:1 ROI. thegood.com ↗
- Public reviews are limited (a handful of 5.0 testimonials); pricing not published. mida.so ↗
What other platforms say
Research-led, long-tenured CRO/UX consultancy with strong methodology and ROI claims; thin public reviews/pricing.
These are other platforms' numbers, not ours. We report them because they are part of the picture, and we do not average them into our score — our score comes from the published rubric above.
Red flags
- Thin public review volume
- No public pricing
What we could not verify
- Larger third-party review sample
- Pricing
Sources
Others we evaluated in CRO / Web Conversion
Same rubric, same evaluator, same date range — so these are directly comparable to the verdict above.
See all 26 CRO / Web Conversion agencies we evaluated →
Think this is wrong?
If anything on this page is wrong or out of date, send us the correction and we will re-read the site.
Evidence moves a verdict. Money never does — no agency pays us for a listing, a placement, or a re-review. Whatever we conclude we publish, including that the verdict stands.