SEO

Website conversion rate optimisation

More traffic isn’t always the answer. If visitors aren’t getting in touch, it’s worth finding out why, using research rather than opinions or a competitor’s button colour.

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Conversion optimisation starts with research. Analytics tells you where people leave. Session recordings show them hesitating, rage-clicking or scrolling past what you’d hoped they’d read. Surveys and customer interviews tell you what nearly stopped them buying. With all that together, you form a hypothesis worth testing. Without it, you’re just guessing with extra steps.

The biggest gains tend to come from clarity. Can a visitor tell within seconds what you do, who it’s for and why they should trust you? Is the next step obvious? Are you asking for twelve form fields when four would do? Messaging and offer changes tend to matter far more than the button colours that CRO case studies love to feature.

A/B testing needs traffic

Running an A/B test on a low-traffic site gives unreliable results, because you won’t reach statistical significance in a reasonable time, and stopping early when a variant looks good produces false winners. Many B2B websites don’t have the numbers for it. That doesn’t rule out CRO. It means using research and clear before-and-after comparison, and being honest about how certain the results are. For stores specifically, see eCommerce optimisation.

Signs a site is under-converting

Visitors but no enquiries

Reasonable traffic, and very few forms sent or calls made.

Forms people abandon

Too many fields, unclear errors or no reassurance about what happens next.

A message that’s all about you

Pages talk about your company, rather than the problem your customer came to solve.

CRO services

Research

Analytics review, recordings, surveys and customer interviews.

Prioritised hypotheses

A ranked test list, based on evidence and likely impact.

Copy and page changes

Rewriting and redesigning the pages that matter most.

Form improvements

Fewer fields, better validation and clearer next steps.

A/B testing

Properly designed experiments, for sites with enough traffic to run them.

Where it fits

  • Lead generation sites with low enquiry rates
  • Businesses with rising ad costs
  • Landing pages for paid campaigns

Technology

  • GA4
  • Microsoft Clarity
  • Hotjar
  • VWO
  • Google Tag Manager
  • Figma

Conversion Optimisation questions

How much traffic do we need for A/B testing?
It depends on your current conversion rate and the size of change you’re looking for, but low-traffic sites often can’t reach reliable results quickly. A sample-size calculator will show you what’s realistic.
Will changes hurt our SEO?
Not if handled sensibly. Google allows A/B testing, as long as you don’t show search engines something different from users, and you use temporary redirects and canonical tags properly.
What should we change first?
Your highest-traffic, highest-value pages, in places where research has shown a clear problem. Clarity of message usually beats design tweaks.

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Interested in Website Conversion Optimisation?

Outline what you need, and we will reply by email with questions or next steps.

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