Conversion rate optimisation getting more out of the traffic you already have

More visitors is rarely the answer

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If one out of a hundred visitors gets in touch, buying more traffic is the most expensive way to grow. If you get that up to two, you double your enquiries without spending an extra euro on ads.

Yet that is almost never what the conversation is about. More traffic is easier to sell than better conversion, even though the latter usually yields more.

First, we look at what happens with the current traffic. Where do people drop off, which pages get visits without results, and which step in the form costs the most people.

What we encounter in practice

Always the same things, and almost all of them can be solved:

  • A form with eight fields, three of which are required
  • No reason to get in touch now instead of later
  • A services page that explains what you do but nowhere says what the next step is
  • A mobile site where the call button is below the fold
  • Loading time. Every extra second costs you a proportion of your visitors, even before they have seen anything
  • No evidence whatsoever: no case studies, no reviews, no client names

Where we looking at

Six places where the most applications are lost.

Speed

The ultimate conversion killer. Anyone who leaves before the page has loaded doesn't count towards anything.

The first screenful

Within a few seconds, it must be clear what you do, for whom, and what the next step is.

Forms

Every field you omit yields respondents. Ask for what you need to call back, the rest comes later.

Proof

Case studies, reviews and real names. People don't buy from a website, they buy from a company that has done it before.

Mobile

Most visitors are on their phones. If calling there takes three taps, you've lost them.

Accurate measurement

Without reliable conversion tracking, you are optimising for noise. We’ll sort that out first.

How we approach it

Measure, change, remeasure. In that order and not on gut feeling:

  • We are setting up the measurement properly, because without reliable figures every conclusion is just an opinion
  • We are looking at where people drop off, per page and per step
  • We'll tackle the biggest leaks first, not the easiest ones
  • We'll implement the change ourselves, as we're building the site too
  • We will check if it had an effect, and roll back if it was disappointing.

When traffic is low, a test makes no statistical sense. In that case, we work on the basis of what demonstrably works and measure the result over a longer period.

A selection from our work completed

Shall we see what’s possible?

Briefly tell us what you need, and we’ll give you a well-founded estimate of the costs and the benefits. If it turns out along the way that we’re not the right fit for you, we’ll let you know.

Jesse Lafeber
Jesse Lafeber

Head of Development

Let's get acquainted