Getting more traffic is not always the answer.
If people are already reaching your website or landing pages but too few are enquiring, booking or buying, the problem may be what happens after the click.
Conversion rate optimisation looks at the whole path from first visit to enquiry, booking or sale: where people drop out, what gets in their way, and whether your conversion tracking is accurate enough to show what is actually working.
We measure before we change anything. Then we fix the friction that matters most, whether that is the landing page, the form, the call path on mobile or a message that doesn’t match the ad.
Before increasing spend on Google Ads, paid social or SEO, it often makes sense to make more of the traffic you already have.
Talk to Pulse about conversion optimisation
What we look at
Tracking & analytics audit
Before changing a page, we check whether the conversion data can be trusted.
What’s included
We check GA4, Google Tag Manager, ad-platform conversion tracking, form submissions and calls, looking for actions that are missing or counted twice.
Optimisation decisions should be based on real enquiries and sales, not incomplete or duplicated data.
Funnel & drop-off analysis
We follow how people move from the page they land on to an enquiry, booking or sale, and find where they leave.
What’s included
That covers campaign landing pages, service pages, forms and the other steps between a first visit and a real lead.
Heatmaps & session recordings
Tools such as Microsoft Clarity or Hotjar show how people actually use a page, not just whether they converted.
What’s included
They help explain what analytics alone can’t: calls to action people miss, layouts that confuse, how far visitors scroll and where they get stuck.
Landing page & UX review
We check whether the page answers the visitor’s question quickly, makes the offer clear and makes the next step obvious.
What’s included
Landing page optimisation starts with message match between the ad and the page, then mobile usability, hierarchy, calls to action and page structure.
If a page needs more than optimisation, that becomes a web design job.
Forms, calls & enquiry paths
For many service businesses, a conversion isn’t a checkout. It’s a phone call, a form or a booking.
What’s included
We check that each of those is easy to complete, including on mobile, and that each one is tracked properly, so you can measure both how many leads came in and how good they were.
A/B testing & controlled changes
Where traffic volumes justify it, we test changes rather than relying on opinion.
What’s included
On lower-traffic sites a formal A/B test often isn’t practical. There, we prioritise changes using analytics, behavioural data and the commercial importance of the page, and measure the result after each change.
When conversion optimisation makes sense
CRO is most useful when people are already reaching the site, but too few of them become enquiries or sales.
It’s usually worth a look if:
- paid campaigns are getting clicks, but not enough leads
- traffic is healthy, but enquiries haven’t moved with it
- people start your forms and don’t finish them
- mobile visitors convert noticeably worse than desktop
- calls and forms are tracked inconsistently, so nobody is sure which numbers to trust
- the landing page doesn’t match what the ad promised
- you can’t say which pages or channels are actually producing customers
- you want the site converting better before you increase ad spend
For businesses focused on lead generation, CRO connects marketing activity to the actions that matter commercially: calls, enquiries, bookings and sales.
What you get
CRO should lead to decisions, not another dashboard nobody uses.
You get:
- a clear view of what is reducing conversion, with the evidence behind each finding
- a prioritised list of what to change first, ranked by likely commercial impact, evidence and effort
- recommendations to fix tracking where it can’t be relied on
- a baseline, so each change can be measured against where you started
Then we prioritise the strongest opportunities, implement or brief the agreed changes, measure what happens and use the results to decide what comes next.
Where CRO sits alongside Google Ads or SEO, we also look at how landing-page performance affects those programs.
