Conversion Optimisation

A client presents with “somethings wrong – I’m not getting any sales”.

What’s the solution – throw more money at AdWords? Throw in some more keywords? Throw in a grenade and start again?

An important part of the work I do for businesses is Conversion Optimisation – finding bottlenecks and widening them so that more visitors make it through the sales process.

Example bottlenecks:

Its absolutely vital to make the most of your traffic, regardless of your website budget. Not doing so is like getting all dressed up for a date, then going to McDonalds.

Sometimes the smallest change can make the biggest difference to the conversion rates – changes to a headline for example might double the amount of people who read your sales page. Spicing up dull content with something a bit lighter or jazzier might work wonders.

As an example, I changed the landing page for a removals company to the testimonials page. The number of enquiries increased by 30% – bringing the cost per enquiry figure right down. This was an intuitive choice – people moving house will be looking for trust.


Using Google Analytics is an important part of this process, so I would always recommend signing up for an account – its free and incredibly useful. Its important to be scientific about data – look at the hard evidence of what works and what doesn’t. Getting caught behind irrational biases such as “lets leave the site alone – my wife likes it” can cost you lots of potential business in the long run! However, I realise that some things need to be left alone for various reasons so I’ll always work as best I can within my boundary.

Another thing to realise is that all feedback is good feedback. If something isn’t working, then knowing about why is a great thing – it enables you to do something about it! I say the same thing to businesses who fret about their homemade AdWords account not working – its far more useful to learn what specifically isn’t working because its vital feedback for your business.

Get in touch

If you want to make more from your traffic, taking into account the process from AdWords to website, then do get in touch and lets see what I can do for you. The contact form is over to the right.