The Foundations of Conversion Optimisation

If you’ve spent time and money driving traffic to your website, but not enough visitors are taking action, then this is for you.

Whether it’s filling out a form, making a purchase, or booking a call, if conversions aren’t where they should be, then you need to optimise your website for conversions.

Without a clear strategy for conversion optimisation, your website becomes a revolving door—visitors come in, look around, and leave without engaging.

But here’s the good news.

Small, strategic website improvements can lead to big results.

By understanding how users behave on your site and what influences their decisions, you can optimise your website to turn more visitors into leads and customers—without spending more on ads or traffic generation.

The Myth: More Traffic = More Sales

Many businesses believe that increasing website traffic is the key to success.

While traffic matters, it’s not the biggest driver of revenue.

A website with low conversions and high traffic still loses potential customers.

Meanwhile, a well-optimised website with strong messaging, user experience, and trust signals will generate more leads and sales from the same amount of traffic.

To optimise your website for conversions, follow the below principles.

The 5 Key Pillars of Conversion Optimisation:

• Messaging: Is your offer clear? Does your website explain why your business is the right choice?
• Design: Does your site look professional and trustworthy? Is it easy to navigate?
• Trust: Social proof, testimonials, case studies, and security signals all influence credibility.
• Usability: A confusing or slow website kills conversions. Can users find what they need quickly?
• Offers: Strong calls-to-action (CTAs), easy next steps, and incentives help drive immediate action.

When optimising for conversions, tracking your results is key.

Use Google Analytics to calculate the conversion rate of your key pages (contact your Google Ads or SEO team for help with this).

If you have enough traffic (more than 1,000 page views per month) than A/B testing is a great option.

If you do not have enough traffic, then test a change for 2 weeks to see the difference it makes. Then, if the test is successful, apply the changes to other pages of your website.

Common Conversion Mistakes to Avoid

• Confusing messaging – If visitors don’t understand your offer in seconds, they’ll leave. The confused mind says no.
• Too many distractions – Too many options lead to decision fatigue and fewer conversions.
• Ignoring mobile users – If your site isn’t mobile-friendly, you’re losing potential customers.
• Not testing and iterating – Testing small changes can lead to significant improvements.
• Trying too many things at once – If you change everything, you’ll never know what worked. Choose one thing to test at a time and measure results.

Next Steps

Conversion optimisation isn’t a one-time fix—it’s an ongoing process of refining your website to increase engagement and revenue.

• Start by reviewing your website’s messaging, design, and usability.
• Set up tracking tools to measure conversion rates and identify weak points.
• Identify one thing to test over the next 2 weeks to improve your conversions

By following this principles of conversion optimisation, you’ll get more leads, sales and ultimately revenue from your website and existing traffic.

Then when you’re ready to amplify your results, invest in a targeted SEO and Google Ads campaign to drive even more traffic and conversions to your finely tuned website.

Looking for expert guidance to get more conversions? 

Contact us for a website audit and we’ll share strategies that can as much as double your conversion rate.