Doubling traffic is expensive. Improving the share of visitors who become leads or customers often costs far less. That's conversion rate optimisation (CRO).
Understand your funnel
Map the steps from first visit to conversion: landing page → service page → contact form → submission. Analytics shows where visitors drop off.
Find friction
- Slow pages
- Unclear value proposition
- Too many choices or distractions
- Long or confusing forms
- Missing trust signals
- Mobile usability problems
User recordings, heatmaps (with consent), surveys and usability tests reveal the reasons behind the numbers.
Form hypotheses
"If we reduce the contact form from 8 to 4 fields, more visitors will submit it, because the effort is lower." A clear hypothesis makes results understandable.
Test
A/B tests compare variations with real traffic. They need enough visitors to be meaningful; for smaller sites, qualitative research and best practices often deliver faster improvements.
High-impact areas
- Headlines and value propositions
- Calls to action: wording, placement, contrast
- Forms: fewer fields, multi-step forms, guided assistants
- Trust: reviews, references, certifications, guarantees, clear pricing
- Speed: every second matters
- Mobile experience
Measure the right outcome
Optimise for qualified leads or revenue, not just clicks. A form that gets more submissions but worse leads isn't an improvement.
Make it continuous
CRO is a cycle: analyse, hypothesise, test, learn, repeat.
The AI project assistant on this website is one CRO idea in practice: it replaces a long form with a guided conversation.