Services · Convert
Conversion rate optimisation agency: more enquiries from the traffic you already have
Doubling your traffic doubles your ad bill. Doubling your conversion rate doubles your enquiries for the same spend. Lead Gems is a UK conversion rate optimisation agency that finds why visitors leave without enquiring, and fixes it.
- Landing pages
- A/B testing
- Forms
- User research
- Speed
What is conversion rate optimisation?
Conversion rate optimisation (CRO) is the process of increasing the percentage of website visitors who take the action you want, such as making an enquiry, booking a call or calling you. It uses analytics, user research and testing to find what stops people acting, then changes pages, forms and offers to fix it. Lead Gems is a UK conversion rate optimisation agency for service businesses.
"We had written off Google Ads after our first attempt. Lead Gems showed us the difference proper campaign management makes. We now have a predictable flow of the right type of enquiries every month."
The problem
Why visitors leave without enquiring
Most visitors leave because the page does not match what they searched for, does not give them a reason to trust you, or makes contacting you hard.
The page does not match the search
Someone searching for a will writer lands on a page about every service you offer.
No clear next step
Several competing buttons, or none visible on a phone.
Forms that ask too much
Every extra field loses people who were ready to enquire.
Slow mobile pages
Visitors leave before the page has loaded.
No proof
No reviews, results or named people at the moment someone decides.
Changes made on opinion
Redesigns based on taste rather than data, with no way to tell if they helped.
The difference
How Lead Gems compares to a typical CRO agency
The difference is what we optimise for: qualified enquiries and cost per lead, not clicks on a button.
| Area | Typical CRO agency | Lead Gems |
|---|---|---|
| What they measure | Conversion rate in isolation | Qualified enquiries and cost per lead across your channels |
| Traffic knowledge | Sees the website only | Runs the ads, so knows exactly what visitors searched for |
| Low-traffic sites | Says testing is not possible | Research-led changes and before-and-after measurement |
| Lead quality | Not tracked | Enquiries tracked into your CRM to see which become clients |
| Delivery | Recommendations for your developer | We design, build and launch the changes ourselves |
Paying for clicks that never enquire?
A free conversion audit shows where visitors drop off, and what to fix first.
Our approach
How our conversion rate optimisation agency works
We find out why visitors do not enquire before we change anything, then fix the biggest problems first.
- 01
We watch real visitors
Heatmaps and session recordings show where people get stuck, what they ignore and where they leave.
- 02
We match pages to searches
Because we see the search terms and ads behind your traffic, every landing page continues the conversation the visitor started.
- 03
We test when traffic allows
High-traffic pages get A/B tests run to statistical confidence. Lower-traffic pages get research-led changes measured before and after.
- 04
We count enquiries that become clients
A change that brings more enquiries but worse ones is not a win. We track through to your CRM.
Why conversion rate matters more than traffic
Because every improvement in conversion rate lowers your cost per lead across every channel at once. If 100 visitors a day produce two enquiries, raising your conversion rate from 2% to 4% doubles your enquiries without spending another pound on ads.
Better landing pages can also improve your Google Ads Quality Score, which can lower what you pay per click.
See our Google Ads agencyLanding page optimisation for Google Ads and social campaigns
A dedicated landing page for each campaign usually converts far better than sending paid traffic to your homepage, because it matches what the visitor clicked on and gives them one clear thing to do. We design and build landing pages for Google Ads, Meta, LinkedIn and ChatGPT campaigns.
A headline that matches the click
It repeats what the visitor searched for or clicked on, so they know they are in the right place.
One call to action
Visible on every screen size, with click-to-call and booking where it suits.
Proof beside the decision
Reviews, results and accreditations next to the form, not hidden below it.
Short forms, fast pages
Only the fields you need, on a page that loads quickly on a phone.
What is a good conversion rate?
It depends on your sector, traffic source and what you are asking people to do. Unbounce’s 2024 benchmark report, covering more than 41,000 landing pages, put the median conversion rate across industries at 6.6%, with industry medians ranging from about 4% to 12%.
The more useful benchmark is your own: we measure your current rate, then improve on it.
Read the Unbounce benchmark reportWhat you get
What is included in our conversion rate optimisation services
Every CRO account includes an audit, research, landing pages, testing, tracking and reporting.
Conversion audit
Analytics, enquiry paths, forms, speed and mobile experience reviewed
User research
Heatmaps, session recordings (Microsoft Clarity or Hotjar) and on-page surveys
Landing pages
Dedicated pages for each campaign, designed and built in-house
A/B testing
Tests on headlines, offers, forms, layout and proof, run to statistical confidence
Forms and calls to action
Shorter forms, multi-step forms where they help, click-to-call and booking
Speed
Page speed and Core Web Vitals improvements
Tracking
GA4, Tag Manager, call and form tracking, connected to your CRM
Reporting
Conversion rate, enquiries, cost per lead and test results in your live dashboard
Process
How to improve your conversion rate: our process
Our process has six steps, from a free audit to continuous testing.
Free conversion audit
We review your key pages and show you the biggest leaks.
Tracking check
We make sure every call, form and booking is counted correctly.
Research
Heatmaps, recordings and surveys show why visitors do not act.
Prioritise
Changes are ranked by likely impact and effort.
Build and test
We design, build and test the changes, starting with the biggest.
Repeat
Winners go live, lessons feed the next round, and results are reported monthly.
Free scorecard
The Landing Page Scorecard
Score any landing page out of 100 in ten minutes and see exactly what to fix first.
- Twenty scored questions across message, proof, form and speed
- What a good, average and weak score means
- The changes that usually lift enquiries most
- A worked example
Results
Conversion rate optimisation results
Every figure comes from a real client account and is tracked to the enquiry.
£40
per lead, down from £96
A Yorkshire solar installer was paying for plenty of Google Ads clicks but few enquiries. We rebuilt its landing pages and tested the offer, form and proof.
39%
of bookings made out of hours
An East London aesthetics clinic relied on organic Instagram reach, which had fallen sharply. We launched Meta campaigns, set up 24/7 online booking with automated reminders and built an email list from zero.
18
new clients, £210,000 average assets
A North West independent financial adviser was buying shared leads that rarely converted. We replaced them with exclusive, qualified pension leads through a two-stage Google and Meta funnel, automated lead grading and instant follow-up.
Questions
Conversion Rate Optimisation questions, answered.
What does a conversion rate optimisation agency do?
A CRO agency finds out why website visitors do not take action and fixes it, using analytics, user research, landing page design and testing. The goal is more enquiries or sales from the same amount of traffic.
How long does CRO take to show results?
Fixes to obvious problems, such as a broken form or a hidden button, can lift enquiries within days. A/B tests usually need two to six weeks each to reach a reliable result, depending on traffic.
Do I need a lot of traffic for CRO?
Not for every part of it. A/B testing needs enough visitors to give a reliable answer, but research-led improvements to pages, forms and speed help sites of any size.
Does conversion rate optimisation affect SEO?
Done properly, it helps. Faster pages and content that answers visitors’ questions are good for both. We keep headings, content and page addresses that rank, and test around them.
How many fields should an enquiry form have?
As few as you need to call someone back well, usually name, phone or email and one qualifying question. Every extra field loses some visitors, so each one should earn its place.
What is the difference between CRO and web design?
Web design builds or rebuilds a site. CRO improves an existing site step by step, based on data about how visitors use it. Many clients start with CRO on their landing pages before deciding whether a full redesign is needed.
What tools do you use?
Google Analytics 4, Google Tag Manager, Microsoft Clarity or Hotjar for heatmaps and recordings, a testing tool such as VWO or Convert, and call tracking connected to your CRM.
Will you build the changes or just recommend them?
We build them. Our team designs and develops landing pages and changes in-house, so improvements go live quickly.
Still have a question? Call 020 4652 1887 or send us a message.
From our insights
Conversion Rate Optimisation guides.
Practical answers from the specialists who run these campaigns every day.
Industries
Where Conversion Rate Optimisation works best.
Related services
Find out where your website is losing enquiries.
Get a free conversion audit. We will review your key pages and forms, show you where visitors drop off and what we would fix first.
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