More of the People Already on Your Site Should Be Buying or Calling
The industry calls it conversion rate optimization, or CRO. In plain terms: you already pay for visitors, and most of them leave without buying, booking, or calling. Fixing that is usually the fastest money on the table, whether you sell products or services.
What Is Usually Wrong
- Shipping cost or the real price shows up for the first time on the last screen, and that is where people leave.
- The quote form asks eleven questions when three would do, and every extra field loses a few percent of the people who started it.
- The checkout takes four or five taps on a phone, on cellular, and the store was only ever tested on an office laptop.
- The page people land on from an ad answers a different question than the one they searched for.
- Nobody can say what happens after someone fills in the form. It goes to an inbox and sometimes gets answered by Thursday.
- Nobody has looked at the funnel report, or set one up, since the site went live.
Most of it is settings, copy, and layout, not a rebuild.
What I Do About It
- Go through your site the way a customer would, on a phone, on cellular, and write down every point where a reasonable person would give up.
- Read the funnel in your analytics, or build the tracking so there is a funnel to read, and put a monthly dollar figure on each drop-off, not a percentage.
- Fix the cheap items first: price and shipping transparency, fewer form fields, guest checkout, a phone number people can find, speed. Most of it is settings, copy, and layout, not a rebuild.
- Test the changes that matter against the old version where traffic allows, so the improvement is measured rather than assumed.
- Only recommend a redesign when the site itself is the ceiling, and say so in writing with the number that justifies it.
What Lands on Your Desk, and When
A written funnel read: where visitors drop, what each step plausibly costs you per month, in order.
The quick fixes shipped: price shown early, fewer fields, guest checkout on, obvious speed and layout issues handled, forms routed to a phone that answers.
A before-and-after on the same funnel report, so you know whether the number moved and by how much.
Not a promise of a percentage. If the numbers are not moving by the end of the month, you say so and the work stops. No notice required.
What This Typically Costs
Most of this work starts as a Checkup ($1,500 to $3,500) or a fixed-scope Fix ($6,000 to $25,000, quoted flat). Ongoing management sits inside the Standing Arrangement at $2,000 to $5,000 a month, cancel any time. Full pricing and terms →
Free Tool
Estimate what your checkout or lead form is costing you with the free Checkout Leak Calculator. Open it →
Do I need to rebuild my site?
Usually not. Most lost sales come from friction that settings, copy, and layout changes remove, and I will tell you in writing if the site is the real ceiling, with the number that justifies changing it.
The Other 98 Percent
Giving the 98 visitors who do not buy something smaller to do, then bringing them back, is the idea behind all of this, and it has its own page.
Asked on nearly every first call
What is conversion rate optimization, without the jargon?
Your conversion rate is the share of visitors who do the thing you want: buy, book, request a quote, call. Conversion rate optimization is the work of raising that share. If 100 people visit and two buy, getting to three is 50 percent more sales from the same traffic and the same ad budget.
Is this only for online stores?
No. The same work applies to service businesses, B2B and B2C, where the sale is a quote request, a booking, or a phone call. The mechanics are the same: fewer obstacles between an interested person and the action you want them to take.
Which platforms do you work on?
Shopify, WooCommerce, BigCommerce, Squarespace, WordPress, Webflow, HubSpot, and custom builds. The funnel does not care what platform it runs on.
Do I need to rebuild my site?
Usually not. Most lost sales come from friction that settings, copy, and layout changes remove. I will tell you in writing if the site is the real ceiling, with the number that justifies changing it.
How quickly would I see a difference?
Conversion fixes are the fastest work I do. Four to eight weeks is typical to see the funnel move, because the traffic is already there. You are just losing less of it.
Tell Me What Is Not Working
Tell me where visitors drop off and what you have already tried, and I will show up to the call with real observations, not a slide deck about myself.