Your site gets visits but few useful enquiries. Before redesigning it, check who arrives, what the page promises and what happens after a form is submitted. The problem may involve traffic, the offer, the journey or sales follow-up.
Conversion rate optimisation, or CRO, aims to improve the share of visitors completing an intended action. In B2B, measure the quality of that action too. More submissions do not necessarily mean more opportunities.
Which figures should you track?
Define the main conversion: quote request, appointment or sale. A download may help, but keep it separate from a commercial enquiry.
| Stage | Measure | Question it helps investigate |
|---|---|---|
| Visit to enquiry | Enquiries / visits in the same scope | Does the page make contact possible and worthwhile? |
| Enquiry to opportunity | Opportunities / enquiries | Do contacts fit the offer? |
| Opportunity to customer | Customers / opportunities | Do the offer and follow-up lead to agreement? |
| Acquisition cost | Attributed spend / acquired customers | Which source is profitable? |
Segment by source, entry page and device. Use periods covering the sales cycle and separate enquiries still in progress.
For illustration, 10,000 visits at 1% yield 100 enquiries; at 2%, they yield 200. That calculation explains the stakes, rather than predicting a doubling on your site. You still need to know how many become customers.
Does the page deliver the promise that brought the visitor?
Open it from an actual ad or prospect search. Can you find the promised service, audience and next step? A specific campaign may need a dedicated page if the current page does not answer that expectation.
Have someone resembling your customer read the first screen. Ask what you sell and what they would do next. If they hesitate, work on the headline and explanation.
Show evidence addressing their doubt: comparable work, an attributed testimonial or an example deliverable. The Nallian project documents messaging and marketing autonomy. It does not provide evidence attributing a conversion increase to the redesign.
Which friction should you correct first?
Test the journey on mobile, deliberately entering an invalid form value. Check menu, button, errors, confirmation and receipt of the enquiry.
If forms are started but rarely sent, inspect field purpose using the form guide. If the page becomes usable slowly, use PageSpeed Insights and the speed guide to distinguish real experience from simulation.
Navigation recordings can help, but configure them for the relevant data and consent requirements. Mask entered information; a session recording should not become a copy of the customer record.
What can you offer someone who is still comparing?
A pricing page, case study or calculator can answer the next question without demanding contact details. Offer a resource because it helps the buying decision.
The button should describe the action and what follows: receive a quote, choose a slot or view an example. Only publish response times the team can meet.
What happens after submission?
Every enquiry needs ownership and status. Examine rejection reasons: location, unsuitable need, timing or missing information. The lead scoring guide helps share criteria between sales and marketing.
If enquiries get lost between the site and CRM, fix transfer and assignment. The marketing automation checks describe what must be ready first.
How should you test with limited traffic?
For an A/B test, define the conversion, required sample and stopping conditions in advance. Do not declare a winner at the first favourable gap.
At low volume, correct observable faults and monitor before and after. That comparison helps management but does not isolate causation: campaigns, seasons and visitor mix can also change.
For website improvements, bring priority pages, funnel figures and anonymised recent enquiries. You can then choose a correction whose effect can be assessed.
