You pay for ads, you write articles, and your website traffic keeps growing. But orders and inquiries are coming in slower than you’d expect. Often the problem isn’t how many people visit your site, but what happens to them once they’re there. In this article, you’ll find ten specific fixes that turn the same traffic into more customers, plus the order in which to tackle them.
What conversion rate is and why to start here
A conversion is the action you want a visitor to take on your website: a purchase, a submitted form, a phone call, a table reservation, or a newsletter signup. The conversion rate tells you what share of visitors actually take that action.
A simple example: if a thousand people visit your website each month and ten of them buy, your conversion rate is 1%. Raise it to 2% and you get twice the orders without spending a single extra euro on ads. That’s why it pays to fix your website first and only then bring more people to it.
Before you change anything, make sure you’re tracking conversions at all. Without that, you won’t know whether a change helped. You’ll find the steps in our article How to set up tracking in Google Analytics 4.
10 fixes that raise your conversion rate
1. Speed up your website
A slow page loses people before they even see your offer. That’s especially true on mobile, where people often browse on a weak signal. Test your site in Google PageSpeed Insights and see what’s slowing it down. The usual suspects are large images, too many plugins, or weak hosting. We cover this in more detail in Why your website loads slowly and how to fix it.
2. Give visitors a clear call to action
A CTA (call to action) is a button or link that tells people what to do next. It has to be visible, unambiguous, and specific. “Submit” or “Click here” say nothing. “Book a table for Friday” or “Get a free quote” do.
3. Simplify your forms
Every extra field is one more reason to close the form. Ask only for what you really need for the first contact. A contractor needs a name, a phone number, and a short job description; the details can wait for the phone call. You’ll find more tips in How to improve conversions with forms.
4. Show proof that people can trust you
Reviews, testimonials, photos of finished projects, certificates, client logos, guarantees. A visitor who doesn’t know you is looking for confirmation that they aren’t the first to trust you. Place this proof close to where decisions are made: next to the price, the order button, and the form.
5. Fix the mobile version
Many people open your website on their phone first. Go through the whole purchase or inquiry on mobile yourself. Are the buttons big enough for a thumb? Can you fill in the form without zooming? Can you tap the phone number and call right away?
6. Write your offer so it’s easy to understand
People don’t read websites, they scan them. The first screen has to tell them within a few seconds what you offer, who it’s for, and why they should choose you. Instead of “We are a dynamic company with a long tradition,” write something like “Heat pump installation in the Prešov Region, including site survey and service.”
7. Match content to what people are looking for
A visitor who’s been browsing kids’ bikes doesn’t need to see road racing bikes on your homepage. E-commerce platforms can show similar or recently viewed products. For services, a simpler version works: a separate page for each main service, with both ads and search leading to it.
8. Offer a quick way to get in touch
Some people need to ask one question before they buy. If they have nowhere to ask it, they go to a competitor. A visible phone number, chat, or WhatsApp helps. A chatbot can handle common questions like shipping or opening hours, but for anything more complex it should quickly hand over to a human.
9. Shorten the path to the order
If you run an online store, go through the checkout step by step. Do you force people to register? Does the shipping cost only show up at the very end? Is the payment method your customers are used to missing? Every obstacle like this adds to your abandoned carts.
10. Bring back those who left
Most visitors don’t buy on their first visit. Remarketing, meaning ads shown to people who have already visited your website, reminds them of what they were looking at. For an online store, add an automated abandoned-cart email. Remarketing does cost money, but it targets people you already know, not completely new traffic.
How to approach it in practice
Don’t make all ten changes at once, or you won’t know what worked. This process has proven itself:
- Set up conversion tracking and collect data for at least two weeks.
- Find the spot where most people drop off: the product page, the cart, or the form.
- Fix technical problems first: speed, mobile display, broken buttons.
- Then improve the copy, calls to action, and trust signals.
- Test bigger changes with an A/B test, which means comparing two versions of a page on real visitors. We explain how in A/B testing on your website in practice.
- Evaluate results over a longer period, not after a single day.
Quick checklist
- Your website loads fast on mobile and is easy to use with a thumb.
- The first screen makes it clear what you offer and who it’s for.
- Every page has one main call to action.
- The form contains only the necessary fields.
- There are reviews or testimonials next to the price and the order button.
- Visitors can find your phone number and email without searching.
- Conversions are tracked in Google Analytics 4 or in your ad platform.
Frequently asked questions
What is a good conversion rate?
There’s no universal number. It depends on your industry, product price, and traffic source. Cheap consumer goods convert differently than a B2B service that costs thousands of euros. What matters most is comparing yourself with yourself and watching whether your conversion rate improves.
How soon will I see results?
Technical fixes, like speed or a broken form, can show up almost immediately. For changes to copy and design, you need enough visits to compare the results reliably. On smaller websites, that can take several weeks.
Do I need a new website for this?
Not always. You can make many improvements on your current site. A new website makes sense when the old one is slow, doesn’t work on mobile, or can’t be reasonably edited.
Is A/B testing worth it for a small website?
With low traffic, it takes a long time for a test to show a reliable result. In that case, it’s better to fix the obvious problems and compare longer periods before and after the change.
If you want to know exactly where your website is losing customers, we’ll look at it with you. When we build and improve websites, we start with measurement and only then change the design, so every change makes sense.
