Softcat
Find out why visitors leave without getting in touch
Conversion optimisation finds why people don't take a valuable step on your site, like enquiring, booking a demo or starting a trial, then fixes it using research and testing. Success is judged on qualified leads and revenue.
When to call us
Traffic that doesn't turn into leads
If plenty of people visit but too few get in touch, the reason is usually findable, and fixable.
You have plenty of traffic, but too few people enquire, book or sign up.
Campaign clicks look healthy, and the landing pages don't convert.
A redesign is being proposed, and nobody can say what will make it perform better.
Lead volume is up, and sales rejects most of them.
You don't have enough traffic for constant A/B tests, and need another way to decide.
Why it matters
Most changes don't win, and friction is everywhere
Guessing rarely works, and small frustrations on pages and forms lose people every day.
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12%
of experiments analysed by Optimizely improved their main metric by a statistically significant amount.
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35.2%
of website sessions analysed by Contentsquare included friction, such as slow loading, errors or rage clicks.
Source: Contentsquare, Digital Experience Benchmark 2026, vendor research, opens external site
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34%
of people who start an online form don't finish it.
Source: Zuko, Form benchmarking data, December 2025, vendor research, opens external site
What we do
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Check the tracking
Before anything else, we make sure the numbers are right, or every conclusion after this is wrong.
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Find out why
Analytics shows where people drop out. Recordings, user testing and sales feedback show why.
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Prioritise the fixes
Each idea gets a reason, a measure and a guess at its value, so the biggest wins go first.
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Test where traffic allows
A/B tests when there's enough traffic to trust the result. Research-led changes and before-and-after checks when there isn't.
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Check lead quality
We follow results through to accepted leads and opportunities, so a higher conversion rate doesn't hide worse leads.
Worth knowing
What conversion work isn't
Three myths worth leaving behind.
It isn't button colours
Good conversion work starts with why people leave, then tests a fix for that. Changing colours at random is a lottery.
Conversion rate isn't the goal
It's easy to get more form fills by asking for less. If the leads get worse, the business is worse off.
Most tests don't win
Most experiments produce no clear improvement, and that's normal. A good programme learns from those too and says so.
Self-check
A six-point conversion check
Look at your most important landing page and ask these six questions.
- Is it clear within seconds what you offer and who it's for?
- Is there proof a buyer would believe, like clients, numbers or examples?
- Is the next step obvious, and is it the right size for where they are?
- Does the form ask only for what sales needs?
- Does it work with a keyboard and a screen reader?
- Do you trust the number that says how many people completed it?
Questions
The things people usually ask
Plain answers about conversion optimisation, what's involved and what we need from you. Anything else, just ask.
How much traffic do we need for A/B testing?
It depends on how many conversions you get, not visits. Many B2B sites don't have enough for frequent tests, and we'll tell you if that's you.
How long does a test run?
Until it has enough data to trust, usually at least two weeks, and often longer on B2B sites.
Should we redesign instead?
Sometimes. If the problems are structural, a rebuild makes sense. If they're specific, fixing them one at a time is cheaper and easier to measure.
