A conversion is a useful action a visitor takes, such as making an enquiry, signing up or completing a purchase. Improving conversion starts with understanding the journey and removing avoidable friction.
A practical example
A visitor requesting a website quote needs to understand what will happen after submitting the form. Explain the next step, use clear field labels and avoid asking for unnecessary details. Check that submission, confirmation and follow-up all work. Increasing advertising spend before repairing that journey may simply bring more visitors to the same problem.
Choose a useful conversion experiment
| Focus | Practical approach | Check before proceeding |
|---|---|---|
| Offer | Explain what the visitor receives and what happens next. | Avoid promises that the service cannot support. |
| Form | Ask only for information needed at this stage. | Test errors and completion on a small screen. |
| Evidence | Compare a specific change against a recorded baseline. | Low traffic can make small differences inconclusive. |
Can a button colour guarantee more conversions?
No. The offer, audience, clarity, trust and technical journey all matter. Treat visual changes as hypotheses and evaluate them with suitable evidence.
Useful next steps
For a related perspective, read Social Media Marketing Mistakes That Weaken Business Results, Digital Marketing Strategy: Match Channels to Business Goals, Growing an Online Business: Positioning, Distribution and Learning.
If you need help applying this to your business, explore our digital marketing support or discuss your project.
Sources and further reading
By Tech Me Today. Originally published November 28, 2023. Expanded on .
Explore all articles →
