Before spending more on getting visitors, ask: what happens to the ones you already have? Conversion rate optimisation (CRO) is about helping more of them take action – call, book, buy or enquire.
1. Clarify your offer
Visitors should understand what you do, who it’s for and why you’re the right choice within seconds. Test your homepage with someone unfamiliar with your business. Can they explain what you do after five seconds?
2. Strengthen your evidence
People need reassurance. Add reviews, case studies, guarantees, certifications and real photos, especially near calls to action.
3. Simplify the journey
Count the steps from landing to enquiry or purchase. Remove anything unnecessary: extra form fields, confusing menus, distracting pop-ups.
4. Reduce risk
Free quotes, clear pricing, easy returns, no lock-in contracts and fast responses. Address the worries that stop people from acting.
5. Measure properly
You can’t improve what you don’t measure. Set up conversion tracking for forms, calls, bookings and purchases. Know your baseline conversion rate.
6. Look for the leaks
Use analytics and session recordings to find pages with high exits, forms people abandon and buttons nobody clicks.
7. Test responsibly
Change one significant thing at a time and give it enough traffic and time to judge fairly. Small websites may not have enough traffic for formal A/B tests – in that case, make evidence-based improvements and monitor results over time.
Quick wins to try this week
- Make your phone number tap-to-call
- Add a review near your main call to action
- Change “Submit” to something specific
- Remove one unnecessary form field
- Add a clear headline to your homepage
CTA: Want more customers from the traffic you already have? → Book a conversion review