Conversion rate optimization
More enquiries from the traffic you already have: find the leaks, fix what provably works.
Conversion rate optimization means getting more enquiries out of the visitors you already have: measuring where they drop off, forming a hypothesis about why, and shipping the fix you can verify in the numbers. Not a redesign on gut feeling, but a steady rhythm of measuring and adjusting.
At Zalm Partners, conversion is not a separate department. The same people who build websites also adjust them. A slow form, a vague button, a page answering the wrong question: we spot it in the data and fix it the same week. At Dakwerken Roofit, one in fifteen visitors now requests a quote.
Measure first: where do visitors drop off?
Without measurement, every change is a guess. So every conversion engagement starts by finding out where visitors currently get stuck. We look at the route through the site, how far people scroll, which pages attract traffic but produce nothing, and at which field the form gets abandoned.
Something we find in almost every review: the contact form asks for more fields than the owner ever reads. Company name, phone number, budget, how you found us. Each field feels reasonable to the recipient and is a hurdle for the person filling it in. The first win usually comes from deleting, not adding.
From hypothesis to improvement
The measurement produces a list of suspects: this page answers the wrong question, this button promises nothing, this pricing section raises doubt without resolving it. We rank those suspects by expected impact and effort, then work through them one by one.
We deliberately skip classic A/B tests on most small-business sites. With a few thousand visitors a month, a test needs months to prove anything. Instead we measure the effect of each change on enquiries, week over week. Less academic, far quicker to act on.
- Measurement: where visitors get stuck today
- Hypotheses ranked by impact
- Changes shipped in small, measurable steps
- Weekly view of the effect on enquiries
Wondering what this means for your site?
Ask usSpeed and copy do the heavy lifting
The two biggest conversion levers are rarely a button colour. They are load time and text. A page that takes seconds to load on a phone loses visitors before there is anything to persuade. And copy that talks about the company instead of answering the visitor's question leaves their doubt exactly where it was.
That is why we treat conversion, engineering and content as one job. At ANSWRD, organic traffic grew sevenfold after the new site; at that point every percent of conversion counts double, because pushing more traffic through the same leaking funnel is a waste. At Roofit, eight in ten enquiries are about their speciality, because the pages are built around it.
What does conversion optimization cost?
The investment depends on three things: how solid your measurement setup already is (often it needs to be built first), how much traffic the site gets, and how many pages are in scope. A site with one service and one audience needs a different programme than a platform with ten product lines.
We deliberately do not quote a standard rate, because the scope differs per situation. What you do get: after an initial conversation we dig into your site and send a proposal with a fixed monthly fee and the improvements we would ship first. You decide with no strings attached.
Frequently asked questions
It varies by industry and by type of enquiry. For service businesses collecting quote requests, one to three percent is common; at Dakwerken Roofit, one in fifteen visitors requests a quote, well over six percent. Your own trend matters more than the industry average: if enquiries rise on flat traffic, it is working.
Almost always. With low traffic we skip A/B tests and use sequential improvements with a clear before-and-after measurement. And if traffic is genuinely too low, visibility comes first; we will tell you that straight.
A redesign replaces the site in one go; conversion optimization improves it in steps. If your site performs reasonably but could do better, step-by-step is cheaper and safer. If the foundation is technically or substantively worn out, a rebuild makes more sense; our website redesign page covers that choice.
Yes. In B2B the conversion is rarely a direct purchase; it is a demo request, an intro call or a download. ANSWRD is a B2B company; there it is all about enquiries from agencies and brands, and we measure those as strictly as orders in a web shop.
Usually not. Most improvements fit inside your current site: sharper copy, shorter forms, faster pages, clearer next steps. Only when the technology blocks changes or load times stay structurally high do we advise a rebuild, with the reasoning on paper.
We usually schedule an intro call within a few days, and after sign-off an engagement typically starts within two to three weeks. Use the form below to get in touch and we will reply within one working day.
Related pages
Where is your site leaking enquiries?
Get in touch and tell us where your site is losing visitors and which enquiries you want more of. We dig into your situation and come back with insights and a concrete plan with next steps. We reply within one working day.