What you will learn
- Calculate conversion rate and explain what it shows
- Find likely problems using analytics, session recordings, and user feedback
- Plan a simple A/B test with a clear hypothesis
Conversion rate is the share of visitors who complete a goal, such as sending an enquiry. If 1,000 people visit a page and 25 submit the form, the conversion rate is 2.5 per cent. Improving it is often cheaper than buying more traffic: doubling the conversion rate halves the cost of every lead on the same ad budget. This work is called conversion rate optimisation, or CRO.
Start by finding where people drop off. GA4 shows which pages get traffic but few conversions. Free tools such as Microsoft Clarity record anonymous sessions and heatmaps, so you can see people struggling with a form or missing a button. Ask real users to complete the task while you watch. Common problems include slow pages, unclear prices, hidden contact options, and forms that break on mobile.
Turn each problem into a hypothesis: "If we show prices near the top, more visitors will enquire, because many ask about price first." Then test it. An A/B test shows version A to half the visitors and version B to the other half, and compares results. Small sites may not get enough traffic for a reliable test, so make clear improvements directly and compare the weeks before and after.