Web Development | Apurav Gaur · September 27, 2026 · 9 min read You might already be attracting people to your website via Google, social media, ads, or referrals. However, if these visitors are not completing the forms, contacting you, booking a demo, or making a purchase, the issue may not lie with the traffic you are receiving. It might be your website. That is where website conversion optimization proves useful; in simple terms it involves improving your website so that a greater number of the people who visit it end up becoming leads or customers. The issue may be that the page is confusing. The call to action might be hard to find. The form could ask for too much information. Little things such as slow loading or a bad mobile experience can also cause people to leave. What counts as website conversion optimization? Website conversion optimization is the process of improving a website so that more visitors complete a desired action, such as submitting a form, booking a demo, calling a business or making a purchase. For example, suppose that 1,000 people visit your website and only 20 of them get in touch with you. Your conversion rate then amounts to 2%. If you make improvements to the website and have 40 people get in touch with you out of the 1,000 visitors, then you’ll have doubled your conversion rate without having to get any more traffic. Why Website Conversion Optimization Matters The conversion rates vary a great deal according to the industry and the kind of page, so there is no one figure that all businesses should aim for. For E-commerce sites the problem can be just as obvious. Baymard’s research shows that the average rate of online shopping cart abandonment is about 70.19% and the same research found that 17% of online shoppers in the United States had abandoned their orders because the checkout process was too long or complicated. That is the reason why attracting visitors is only one aspect of the task; the website must also make it easy for them to carry out the next step. What causes websites to receive traffic without attracting customers? A visitor may leave because: They don’t know what it is that your business provides. The website seems hard or confusing to use. The CTA doesn’t make it clear what steps they should take next. The form for making contact is too long. They fail to see sufficient evidence showing that they can place their trust in the business. The website is slow. The experience on a mobile device is bad. The questions or concerns they have are not dealt with on the page. Before you decide to spend additional money on advertisements or attempt to secure more visitors, it would be worthwhile to see if your present website is adequately handling the traffic you currently have. A Simple Framework for Website Conversion Optimization 1. Be clear about the offer you are making. A basic thing for visitors to realise is the true nature of what your business does. For instance, a headline such as ‘Empowering Tomorrow’s Digital Future’ might seem acceptable, but it gives visitors very little information. A clearer headline could explain: What you offer Who you help What result you provide Cleverness is not necessary in a headline; what is needed is clarity. 2. Address the user experience before concentrating solely on design. A website can have a beautiful appearance and yet be difficult to use. A good website user experience is one which enables visitors to readily understand the page, locate the information they need, and carry out the action for which they came. Check things like: Is the navigation simple? Is it easy for visitors to find the important pages? Does each page have one definite objective? Is it easy to notice the important buttons? Does the content have a logical arrangement? A simple way to test this is to show your homepage to a person who is unfamiliar with your business for just five seconds. Ask them, ‘What is this company’s line of work?’ If they don’t provide an answer then the website is likely in need of greater clarity. 3. Use CTAs that tell people exactly what to do. A number of websites have buttons like ‘Submit’, ‘Click Here’, or ‘Learn More’. They do not always inform visitors of what they will obtain after clicking. Rather, be specific about the call to action. For example: Get a Free Quote Book a Demo Start Your Free Trial Talk to an Expert Get a Website Audit It is acceptable to repeat the primary call to action at various points on the page, but do not present visitors with more than one call to action at a time. 4. Keep Forms Simple The research carried out by Baymard into the checkout process found that 17% of online shoppers in the US gave up on an order since the checkout process was too long or complicated. The benchmark established by Baymard also showed that the average US checkout has about 23 form elements by default, whereas an ideal checkout can be reduced to around 12 elements. The same general principle holds true in the case of lead-generation forms: do not request information which you actually do not need at the first stage. If all you need is a name, an email address, a phone number, and one simple question in order to begin a conversation, there’s no point in asking for ten more fields just because they might be useful at a later date. Multi-step forms may also be used in cases where a longer form is really needed. The objective is simple in that it makes it easy for a person to take the first step. 5. Establish trust at the point when the decision is being made. A website will receive more contacts or sales when people feel that they can place their trust in the business. Put the relevant proof near the point at which visitors are deciding. You can use: Client logos Testimonials Reviews Case studies Project results Years of experience Number of projects completed Clear contact information 6. Don’t Forget Mobile Users A website can appear satisfactory on a desktop computer but still be difficult to use on a mobile device. Look for: Buttons that are difficult to tap Text that is too small Forms that are difficult to complete Images that don’t fit properly Menus that are difficult to use Slow-loading pages Instead, visit the homepage and go through the entire process yourself—from arriving at the website to filling in a form or making a purchase. 7. Improve Website Speed Visitors are more likely to leave before finishing an action if the pages are slow. Some basic things you can check include: Compressing large images Removing unnecessary scripts Using browser caching Using a CDN where appropriate Checking your website with Google PageSpeed Insights By the way, don’t concentrate solely on achieving a perfect score; instead begin with the issues that are in fact impacting the user experience. A Simple Example Picture an E-commerce website receiving 10,000 visitors each month. The site offers good products at reasonable prices, but the checkout process is long and confusing, requiring customers to go through a number of unnecessary steps before they can complete their purchase. Rather than immediately increasing its spending on advertisements, the business could first make the checkout process simpler. The business will achieve higher sales if a greater number of the current visitors make purchases. That is the reason why conversion optimization does not always require a website to appear entirely different; at times the greatest improvement is achieved by correcting one element of the customer journey. Common Website Conversion Mistakes Here are some problems I commonly see when looking at websites: Redesigning the website without checking what is actually causing the problem Focusing on getting more traffic before fixing conversion issues Using vague headlines Using generic CTA text Hiding contact information Making forms unnecessarily long Ignoring mobile users Adding too many elements to one page Never testing whether a change actually improved conversions What is important is to not attempt to make all the changes at the same time. First identify where visitors are dropping off, then address the most significant problem before measuring the results. How Deorwine Approaches Website Conversion Optimization At Deorwine Infotech the process of optimising website conversions begins with a thorough understanding of the website already in place rather than immediately proposing a full redesign. We should look at various aspects including UX, page speed, the mobile experience, CTAs, forms, navigation, and the entire user journey in order to identify where potential customers might be dropping off. The solution might involve a targeted website redesign, improvements to the UI/UX, or continuous website conversion optimisation for certain pages. The objective is simple in that it involves getting the traffic you already have to produce more enquiries, leads, and customers before you decide to spend more money on attracting extra traffic. Not sure where your website is losing potential customers? You can get in touch with the Deorwine team for a website conversion audit and identify the areas that may be affecting your conversions. Talk to Deorwine about your website Frequently Asked Questions What is website conversion optimization? Website conversion optimization is the process of improving a website so a higher percentage of visitors take an action such as filling out a form, calling, booking a demo, or making a purchase. How can I improve my website conversion rate? Start with the basics: make your offer clear, use stronger CTAs, simplify forms, add trust signals, improve mobile usability, and fix slow pages. Then measure the results. What is a good website conversion rate? There isn’t one conversion rate that works for every business. It depends on the industry, traffic source, offer, audience, and type of conversion. For example, Unbounce’s benchmark found a 6.6% median conversion rate across landing pages, but that is a broad benchmark rather than a target every website should follow. Does website speed affect conversions? Yes. Slow websites can create a poor user experience and cause visitors to leave before completing an action. Improving page speed is therefore an important part of website optimization. Should I redesign my whole website? Not always. If the basic website structure is working, you may only need to improve specific areas such as CTAs, forms, navigation, speed, or mobile usability. A complete redesign makes more sense when the existing structure or technology is causing larger problems. How long does conversion optimization take? It depends on the changes. Small improvements, such as changing a CTA or simplifying a form, can show results relatively quickly. Larger UX or website changes may need more time and testing. What is the difference between SEO and conversion optimization? SEO helps bring relevant visitors to your website, while conversion optimization focuses on helping those visitors take the desired action. The two work together: more traffic is valuable only when the website can convert some of that traffic into enquiries, customers or other meaningful actions. Do I need a lot of traffic for conversion optimization? No. You can start by improving the experience for the visitors you already have. If your website is not converting well, simply sending more traffic may not solve the underlying problem. Still weighing it up? A short conversation is usually enough to get real clarity. Get in touch with Deorwine → Share Facebook Twitter LinkedIn The Author Apurav Gaur Co-founder, Deorwine Infotech