More enquiries from the same visit
You are already paying for visitors. With conversion optimisation you get more quote requests out of that same traffic, without extra ad budget.
100+ businesses and growing
Conversion optimisation gets more quote requests out of the traffic you already have. Marketingkenners measures where visitors drop off, with heatmaps and recordings, and tests improvements with A/B tests. In 9 out of 10 cases growth starts with a better foundation: first get the website and conversion in order, only then buy more traffic.
What is conversion optimisation?
Conversion optimisation (CRO) is improving your website step by step, so that more visitors request a quote, call or book an appointment. It does not bring in new visitors. It makes sure the people who already come to your site get in touch more often.
The yardstick is your conversion rate: the percentage of visitors who make an enquiry. If 1,000 people come to your site and 10 request a quote, your conversion rate is 1%.
In our Growth System conversion is the third stage, between traffic and follow-up. Without this stage, part of every euro you put into ads or SEO leaks away.
Two versions, one winner
We change one thing at a time and measure what delivers more enquiries. Switch between the original, the variant and the heatmap.
The original: a generic button and a long form. Visitors drop off before they send anything.
More enquiries from the same traffic
Say your site draws 1,000 visitors a month and 1% request a quote. That is 10 enquiries. Lift the conversion rate to 2% and you get 20. The same traffic, the same budget, twice as many chances at a signed job.
To reach that same result with more traffic, you have to bring in double the visitors. That costs a lot of ad budget or months of SEO work. That is why we only go all in on Google Ads once the website really turns the traffic into enquiries.
For tradespeople with jobs from €2,000, every extra enquiry counts. One extra signed roof renovation or heat pump a month quickly makes the difference.
This is where your enquiries leak away
On most tradesperson sites we see the same leaks. They are rarely big, but together they cost you jobs every month.
A slow site on mobile
Most visitors search on their phone. If loading takes too long, they are gone before they have seen your work.
A vague first impression
At the top of the page it has to say at a glance what you do, where you work and how to get in touch.
A form that scares people off
Ten required fields for a first question is too many. Every unnecessary question costs enquiries.
Too little proof
Reviews, project photos and quality marks convince more than fine words. If they sit at the bottom, almost nobody sees them.
No clear next step
A visitor who hesitates wants to know what happens after the enquiry. Make that step small and concrete.
A phone number you cannot find
For a big job a customer would rather call. A call button that is always in view often brings more conversations straight away.
This is how we approach conversion optimisation
Measure first, then decide. We change nothing on gut feeling.
Measuring through to the quote
We set up conversion tracking properly, so we see every enquiry and know where it comes from. Without reliable numbers you cannot improve anything.
Seeing what visitors do
With heatmaps and session recordings we see where people click, scroll and drop off. That is how we find the real barriers.
A plan by priority
Every improvement gets a place on the list, based on what we expect it to deliver and how much work it takes. We plug the biggest leaks first.
Improve and test
We fix obvious mistakes straight away. Where we are unsure and there is enough traffic, we let visitors choose with an A/B test.
Adjust every month
In the monthly meeting we discuss what it delivered in enquiries and what the next step is.
Three ways to get your website converting better
Conversion optimisation consists of a few fixed parts. Which ones we use depends on your traffic and on where the biggest gain is.
With heatmaps we see what visitors really do. With a better user experience we remove barriers. And with A/B testing we prove which version brings in more enquiries.
If your current site is beyond saving, we build a new website that brings in enquiries. We did that for a tiny house builder in the Apeldoorn region: in the first 15 days after launch, advisory calls went from 2 to 11.
- Heatmaps and session recordings
- Improving user experience
- A/B testing on enquiries
Buy more traffic or improve your site first
Buy more traffic straight away
- You pay for every extra visitor
- Visitors drop off at the same barriers
- Cost per enquiry stays high
- You don’t know why it isn’t working
Conversion first, then traffic
- You get more out of the visitors you already have
- Barriers are gone before you scale up
- Every advertising euro brings in more enquiries
- You see what each improvement delivers
Is conversion optimisation right for you?
It pays off most when a few things are already in place.
- Your jobs average €2,000 or more
- Visitors come to your site, but too few enquiries come in
- You already advertise or want to start soon
- You want to decide on numbers instead of gut feeling
- You have time to follow up new enquiries quickly
- You mainly want more clicks, likes or followers. We steer on enquiries and signed jobs.
- You’d rather try it yourself first. Start in the knowledge base
- You don’t know yet where the leak is. Take the free growth scan first
What customers say on Google.
I'm very happy with the collaboration. They're very engaged and we're seeing a nice rise in enquiries.
A lot has been achieved in online marketing in half a year. Niels is always well prepared and comes with concrete suggestions and recommendations.
Our sales have risen sharply since we started working together. Marketing is finally truly measurable. Highly recommended!
They listened carefully to our wishes, thought along actively and everything is professionally and sharply put together.
Thom and Niels know what they're doing, they get the most out of our website and know how to translate our technical knowledge into language consumers can understand.
Our photobooth sales shot up straight away and the website looks super sleek. They think along well with new ideas.
When it comes to CRO, SEO and SEA, the guys deliver visible results time after time. They work in a structured and focused way.
Thom put our website at the top of Google like a shot. He keeps all his agreements, correctly and reliably.
I had previously been let down by another agency, but Thom and Niels exceeded all expectations.
They know their stuff, are very pragmatic and proactive, and importantly: they keep their agreements. A pleasure to work with.
Thom and Niels helped me with my SEO and Google Ads, and as a result I've gained a lot of new customers!
We're very happy with how they think along and with the improvements to our sites and online visibility.
Always on hand and thinking along. Highly recommended for entrepreneurs looking for a top-sport mentality.
Frequently asked questions
Don't see your question here? Call, WhatsApp or email us. You'll get an answer within one working day.
What exactly is conversion optimisation?
Conversion optimisation is improving your website so that more visitors get in touch, for example with a quote request or a phone call. You focus on the people who already come to your site. The goal is a higher conversion rate, so more enquiries per 100 visitors.
What is a good conversion rate for a trade business?
That differs per trade, per service and per traffic source. Visitors from Google Ads who search for a concrete job usually convert better than visitors who are still exploring. That is why we mostly compare your site with itself: we measure where you stand now and steer for growth from that baseline.
How quickly do I see results from conversion optimisation?
Clear barriers, such as a form that is too long or a call button you cannot find, we fix straight away. You then often see the effect in your enquiries within a few weeks. A/B tests need more time, depending on how much traffic your site draws.
Do I need to have a new website built?
Not necessarily. Often we can improve your current site considerably. If the foundation is too weak, for example because the site is slow or doesn’t work well on mobile, we advise a new website that brings in enquiries. We say so honestly in the intro call.
What does conversion optimisation have to do with Google Ads?
Everything. A better conversion rate lowers your cost per enquiry, because you get more quote requests for the same number of clicks. That is why in 9 out of 10 cases we start with the foundation and only then deploy Google Ads on buying intent.
Where do your visitors drop off?
A specialist looks with you for 30 minutes at where your site is leaking. Free, over video.
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