Attracting more visitors is expensive. Getting more out of the visitors you already have is rarely possible.
Conversion is the share of visitors who perform the desired action: sending a request, calling or purchasing. One hundred visitors and two requests equals two percent. Conversion optimization is the work to increase that percentage so that the same number of visitors yields more.
IN COMMON LANGUAGE
Why this is usually the cheapest profit
Getting more visitors takes time or advertising budget. Increasing the percentage from two to three results in fifty percent more requests without one extra visitor.
The benefit is rarely in the button colour. Usually it's in what's not on the page: the price, the turnaround time, who did it before, and what happens after you press send.
In business services, the most underestimated factor is simply price transparency. Anyone who does not provide an indication loses the visitor who does find it somewhere else.
WHY IT MATTERS
Where we usually start
Measure first. Without a number per page, every change is an opinion and you don't know afterwards whether it helped.
Then remove the objections that you already hear in sales conversations. Those questions are free research: if someone asks by email, it's missing from the page.
- Measure per landing page — an average hides where things go wrong.
- Price or price indication — the most asked and most avoided question.
- Evidence — a case or figure beats any promise.
- Shorter forms — every field that is not needed costs a request.
- Speed on mobile — if you drop out while loading, you will never convert.
- Answer objections — the questions you now receive by email.
FREQUENTLY ASKED QUESTIONS
More about conversion
What is a good conversion rate?
This varies too much by sector and type of traffic to give a number that is worth anything. It is more useful to monitor your own development: does it increase after a change? Comparing with an average from a blog mainly gives a false feeling.
Do I need to A/B test?
Only when there is enough traffic. With a few hundred visitors per month, it takes months before a test says something reliable. Until then, you will make progress by removing objections that you already hear in conversations.
Do you provide conversion optimization as a separate service?
We take it into account when building and are happy to look at an existing site. We do not do continuous testing programs with monthly reporting - we refer you for that.
CONTINUE READING
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More out the same visitors?
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