How to get more sales from the traffic you already have
using Conversion Rate Optimization
If 100 people visit your website and only 2 or 3 buy, imagine what happens when you make that same traffic convert better. We find what’s stopping people, fix the leaks, test what changes, and turn more of the traffic you’re already paying for into customers, leads and revenue.
What if you didn’t need 10× more traffic?
What if you could get a lot more customers out of the traffic you are already getting? Here is the maths, in the smallest numbers possible.
For the analytical reader, the formula is conversions ÷ visitors × 100. Now put your own numbers in and watch what happens.
Buy twice the traffic
Double your conversion rate
Both routes sell the same extra units and add the same $480,000 a year. Option A hands $48,000 of it straight back to the ad platforms, every year, forever. Option B keeps it.
Eight reasons people land on your site
and leave without buying
These eight turn up in almost every conversion rate optimization audit we run. Every one of them is costing you customers you have already paid to bring to the page.
Your page takes too long to make sense
People decide in about five seconds. If your first screen does not say what you sell, who it is for and what they get, they go back to Google and click your competitor instead.
It works on your laptop, not their phone
Desktop converts at 3.4%. Mobile converts at about 2%. Most of your traffic is on a phone, so you are losing sales on the device almost everybody uses.
The page is slow
At three seconds a visitor is already about a third more likely to give up and leave. At six seconds they are almost twice as likely. They never see your offer at all.
Your form asks for too much
A one field form gets filled in by about 18 people in 100. Push it to nine fields and you are down to four. You are not collecting more information. You are collecting fewer customers.
Nothing on the page proves you are real
No named results, no faces, no reviews, no logos. People do not send money to a website that cannot show one happy customer by name.
Nobody answers fast enough
Somebody messages you at 11pm. You reply Thursday. They booked with somebody else on Tuesday. Speed of reply is a conversion lever, not an admin task.
Checkout loses them at the last step
Surprise delivery costs, a forced account, too many steps, no trusted payment logo. People who already decided to buy still walk away at the till.
You cannot see where they drop off
Without clean tracking and session recordings, every opinion about your website is a guess. Guessing is expensive when you cannot tell you are wrong.
What is conversion rate optimization?
Conversion rate optimization is the work of getting more of the people already on your website to do what you want them to do.
Buy something.
Book a call.
Fill a form.
Send a message.
You don’t buy more visitors, and yet you get more out of the ones you already paid for.
A conversion is simply the action that matters to your business.
For a clinic it is a booked consultation.
For a shop it is a completed order.
For a consultant it is a filled enquiry form.
Your conversion rate is how many of your visitors take that action.
Some people write it as conversion rate optimisation with an “s”, which is the British and Nigerian spelling.
Others write conversion rate optimization with a “z”, the American one.
Either way, they mean the same thing.
Most people just say CRO.
Here is why it matters more than almost anything else you can spend on in your business.
Paid traffic charges you every single month.
A conversion problem you fix once keeps paying you back every month after that.
Published research puts the average return on conversion rate optimization work at around 223%.
That is not a promise about your business. It is the reason this work exists at all.
Conversion rate optimization is not the same job as search engine optimization, which brings people to the page, or web development, which builds the thing they land on.
It is the work that happens after the visit and before the sale.
When the sale needs more than one page, that becomes sales funnel development.
And none of it can be measured honestly without analytics and tracking set up properly first.
If you want the whole picture rather than this one piece, our digital marketing strategies page shows how conversion rate optimization sits inside the system we run for clients.
And the business growth pricing plans page shows what a full program costs.
What a normal conversion rate actually looks like
Before you can tell whether yours is bad, you have to know what average is. These are published benchmarks, not our opinion.
Who converts, and on what
Desktop still converts best, and somebody coming back converts far better than a first timer.
Conversion rate by sector
Industry averages across all traffic. Your own last month is the number that actually matters.
What a slow page costs you
How much more likely somebody is to leave, measured against a page that loads in one second.
Every extra form field costs you leads
Form completion rate across 404 landing pages. Going from three fields to nine cuts your completions by about 63%.
Same company. Same service.
Which one gets more people to call?
This is a real utility and phone systems business in Ventura, California. Look at both for five seconds each, the way a buyer would, then pick one.
The headline says what the company sells. There is a button that says Call Now. There is nothing about who it is for, what it costs, how long they have been doing it, or why anybody should pick them.
The headline names the problem, missed calls. Under it sit 5.0 stars from 42 reviews, 1,000+ businesses served, roots since 1984. Two buttons, one low risk and one direct. A bar at the top for the one thing customers are panicking about.
Which did you pick, and why does it matter?
Almost everybody picks B, and nobody needs marketing training to do it. That is the whole point. Conversion is not a dark art. It is answering the four questions a buyer silently asks on every website: what is this, is it for me, can I trust you, and what do I do next.
Website A answers one of them. Website B answers all four above the fold, with numbers instead of adjectives. Same company. Same service. Same ad spend. Very different number of phone calls.
Now go and look at your own first screen and ask the same four questions. If you would rather we did it properly and sent you the score, that part is free.
A clinic in Coventry. Fourteen days.
1,028% more traffic.
J Artistry Clinic had a beautiful website that said almost nothing. No clear promise, no proof, no obvious next step, and hard work on a phone. We rebuilt it around one question: what makes somebody actually book a consultation?
A headline that names the clinic but not the result. No proof, no price signal, no booking button in sight, and the first real information sits below two full screens of image.
A headline that says exactly what they do and where. Trusted by 1,250+ clients at the top. A booking button and a services button side by side. A real review with a face. Opening hours. All on the first screen.
Four businesses. Four different problems. The same method.
+1,028%more traffic in 14 daysJ Artistry Clinic
Coventry, United KingdomA beautiful site that said nothing. We rebuilt it around one question: what makes somebody book a consultation? Bookings climbed inside the first fortnight.
1.39M+monthly impressionsStudy With FM
London, United KingdomPlenty of traffic, no system turning it into applications. We rebuilt the path from first click to enquiry, and millions in student placements followed.
Fewer stepsto finish a wholesale orderArya Marketplace
Lagos, NigeriaBuyers were dropping off at checkout. We cut the steps, fixed the mobile flow and put the trust signals exactly where the money leaves.
5.78M+monthly impressionsLearnWithPride
London, United KingdomPages that ranked but did not convert. We rewrote them for one reader, moved proof next to every call to action and halved the form.
Conversion rate optimization is a process,
not a redesign
This is how we run conversion rate optimization. Eight steps, in this order, every single time. No step gets skipped because it looks boring.
We watch real people use your site
Analytics, session recordings and heatmaps. We see the exact scroll depth where people stop, the field where they quit the form, and the button they tap twice because nothing happened.
We run the full page audit
Every page that takes money or leads gets scored against the same checklist. You get the scorecard whether you hire us or not.
We rank every fix by money
Not by how hard it is. By how much revenue it recovers. You see the order and the reasoning before anything is touched.
We rebuild the first screen first
Everybody who lands sees it, and plenty of them never scroll past it. That is where the biggest gain always sits.
We fix speed and mobile together
There is no point testing a headline on a page that takes six seconds to appear on a phone. Load time first, then the words, then the layout.
We test one change at a time
One change every two weeks, depending on your traffic. Change five things at once and when the number moves you will never know which one did it.
We keep the winners and bin the losers
Only about 14 tests in 100 produce a clear winner. The other 86 are cheap information. Guessing is expensive information you never receive.
We report in simple English every week
What we changed, what it did to the number, what is next. One number at the top. No dashboard you have to decode before breakfast.
The conversion rate optimization audit
we run on every page
This is the real checklist, not a teaser. Go through it on your own website tonight. If you would rather we scored it for you, that part costs nothing.
Does the first screen say what you do, who it is for and what they get?
Is there a real number in the headline instead of an adjective?
Is there one obvious button above the fold, written as a benefit?
Does the page load in under three seconds on a normal phone connection?
Could a twelve year old read it without meeting a single industry word?
Can somebody buy or enquire without scrolling through everything first?
Is there proof beside every button, not buried at the bottom?
Does the proof name a real person, a real company and a real number?
Does the page answer the top ten objections before they are asked?
Is there an honest reason to act now rather than later?
Is the risk on you, through a guarantee or a free first step?
Does the page show what it costs to keep doing nothing?
Is the form short, and can a thumb fill it in one hand in under a minute?
Does somebody answer the moment an enquiry lands?
How a real test works, and why most people do it wrong
Testing is the part of conversion rate optimization people skip, and it is the only part that tells you the truth.
One change at a time
Two weeks per test, depending on your traffic. Anything faster and you are reading noise, not results.
Eighty percent of the effort above the fold
That is where almost everybody looks and most people stop. It earns the testing budget.
We wait for the answer
A test needs two to four weeks, and longer on a quieter page. Stopping early is how people convince themselves of things that are not true.
Only 14 tests in 100 win
Published figure, and it is the whole point. The losers cost you nothing and teach you where not to spend.
Three ways in. Start wherever you are.
Everybody starts with the free conversion rate optimization audit. What happens next depends entirely on what it finds.
The CRO Audit
FreeWe score your most important page against the full checklist and send back the result, ranked by how much money each fix is worth.
The Page Rebuild
Quoted after the auditOne page, rebuilt properly. Usually the page that takes the money. Copy, layout, speed, mobile, form and follow up.
The Testing Program
MonthlyFor businesses with enough traffic to test properly. One test at a time, every two weeks, reported in simple English.
If there is nothing worth fixing, we will tell you
It happens. Rarely, but it happens. When it does we say so and point you at what is actually holding you back, even when that thing is not something we sell.
The audit is free, properly free
No card, no call you cannot escape, no report that is secretly a sales deck. You get the scored checklist and the reasoning behind it.
You keep every bit of it
The audit, the recordings, the ranked fix list. Handing it to your own developer is a perfectly good outcome for us.
We agree one number before we start
Not six dashboards. One metric that decides whether the work was worth it. We write it down and report against it every week.
Four people who had the traffic
long before they had the customers
“The bookings changed almost straight away. People stopped ringing to ask what we do and started ringing to book.”
“We had the traffic for two years. We had no idea how much of it we were throwing away every month.”
“He did not redesign things for the sake of it. He found the four things costing us money and fixed those.”
“Checkout was the problem the whole time. Nobody had actually looked at it properly before.”
Is conversion rate optimisation right for you yet?
Yes, if
Not yet, if
If you landed in the right hand column, message us anyway. We will tell you what to fix first, even when the answer has nothing to do with us.
Conversion rate optimization, answered properly
What is conversion rate optimization in plain words?
It is the work of getting more of the people already on your website to do what you want them to do. Buy, book, call or fill a form. You do not buy more visitors. You get more out of the ones you already paid for.
How do I work out my conversion rate?
Divide conversions by visitors and multiply by 100. One thousand visitors and twenty five sales is 25 divided by 1,000, times 100, which is 2.5%.
What counts as a good conversion rate?
Across all industries the average is about 2.9%. B2B businesses reach up to about 4.3% and ecommerce about 2.7%. Desktop averages 3.4% and mobile about 2%. Good means better than your own last month, measured the same way.
Is conversion rate optimisation the same thing as SEO?
No. SEO brings people to the website. Conversion rate optimisation turns those people into customers. Doing SEO without conversion work means paying to send visitors to a page that loses them.
How long before I see something change?
Speed, mobile and clarity fixes usually show inside two to four weeks. Proper split tests take longer because you need enough traffic to be sure the result is real, often three to four weeks per test.
How much traffic do I need for this to be worth it?
Under about 1,000 visitors a month, start with the obvious fixes: speed, mobile, a clear first screen, a shorter form and fast replies. Formal A/B testing needs more traffic than that to give an honest answer.
What tools do you use?
Google Analytics 4 for the numbers, Microsoft Clarity for session recordings and heatmaps, Google Search Console for search behavior, PageSpeed Insights for load time, and server side event tracking so the data survives ad blockers and cookie banners.
Do you have to rebuild my whole website?
Only if the website is the problem. Usually the fastest money is in one page, one form and one follow up process. We tell you which before you spend anything.
What is A/B testing?
Half your visitors see one version of a page, half see another, and you keep the one that performs better. Only about 14 in 100 tests produce a clear winner, which is exactly why you test instead of argue.
Will you work with my existing developer?
Yes. We often hand the findings and the priority order to an in house team. You get the audit and the plan either way.
Do you work outside Nigeria?
Yes. We work with businesses in the United Kingdom, United States, Canada, Australia, New Zealand, Ireland and the Netherlands, as well as across Nigeria and Africa. Most of the work is remote.
What does it cost?
The audit is free. Paid work starts with a one off rebuild of a single page and goes up to a monthly program with testing and reporting. We quote after the audit, when we know what the problem actually is.
Where this fits in the rest of the system
Bring the right people to the pages we just fixed, without paying for every click.
Read more ServiceSales funnel developmentFor when one page is not enough and the sale needs a sequence of steps.
Read more ServiceWeb developmentFast, mobile first websites built to sell rather than to sit there looking nice.
Read more ServiceAnalytics and trackingYou cannot optimize what you cannot measure. Clean data comes first.
Read more HubDigital marketing strategiesThe full system this sits inside, and how all the pieces connect.
Read more PricingBusiness growth pricing plansWhat a complete growth program costs, with the guarantee in writing.
Read moreYou are already paying for the visitors.
Stop letting them leave.
Send us your website on WhatsApp. Within 72 hours, you’ll get your scored page audit, the session recordings we watched, and a conversion rate optimization fix list ranked by how much money each change is worth.
No generic reports. No 50-page PDFs full of problems nobody fixes. It costs nothing, and the audit is yours, whether you work with us or not.
We take a small number of audits each week so a person does each one rather than a tool. If this week is full we will tell you when the next slot opens.
