Even if you’re getting traffic, that doesn’t always mean your website is working. If visitors aren’t turning into leads or customers, you could have a conversion problem — and many businesses don’t even realise it.
This is where Conversion Rate Optimisation (CRO) comes in. CRO is the process of identifying what’s stopping users from taking action — and making targeted improvements to boost results without needing more traffic.
Here are five red flags to watch for — and practical steps to turn things around.
High Bounce Rate on Key Pages
If people are landing on your site and leaving without clicking anything, it’s a sign they’re not finding what they need.
Fix it:
- Make sure your headings clearly explain what you do
- Add a strong call-to-action (CTA) above the fold
- Check mobile load speed — use Google PageSpeed Insights
Lots of Traffic, Few Enquiries
Getting decent traffic but barely any phone calls, bookings or form fills? Time to look at user journey flow and trust signals.
Fix it:
- Simplify your contact forms — only ask for what you need
- Add testimonials, reviews or case studies to key pages
- Try a sticky CTA or booking button that follows the scroll
Users Are Abandoning Forms
You’ve got forms — but they’re not being filled in. This could mean your forms are too long, too vague, or asking too much upfront.
Fix it:
- Test shorter forms with fewer fields
- Use clear field labels and explain why you need the info
- Try tools like Hotjar or Microsoft Clarity to track behaviour
Unclear Next Steps
Does each page tell your visitor exactly what to do next? If not, they may simply leave — not because they’re not interested, but because they’re not sure how to act.
Fix it:
- Add one strong, specific CTA per page
- Use action-focused language: “Get a Free Quote” > “Submit”
- Don’t give too many options — one CTA is better than three
Your Message Doesn’t Match Their Intent
If you’re running paid ads or SEO campaigns, but people bounce right away, it might be because the page doesn’t match their expectations.
Fix it:
- Align your page content with the ad or search intent
- Use tools like Semrush to check keyword match
- Add trust-building statements early on (“20+ years of experience in Perth”)
Final Tip
You don’t always need more traffic — you just need to get more from the traffic you already have. A few smart changes can lead to big lifts in leads and sales.
