The author's views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
Having a website that doesn’t convert is a little like having a bucket with a hole in it. Do you keep filling it up while the water’s pouring out — or do you fix the hole then add water? In other words, do you channel your budget into attracting people who are “pouring” through without taking action, or do you fine-tune your website so it’s appealing enough for them to stick around?
Our recommendation? Optimize the conversion rate of your website, before you spend on increasing your traffic to it.
Here’s a web design statistic[1] to bear in mind: you have 50 milliseconds to make a good first impression. If your site’s too slow, or unattractive, or the wording isn’t clear, they’ll bounce faster than you can say “leaky bucket”. Which is a shame, because you’ve put lots of effort into designing a beautiful product page and About Us, and people just aren’t getting to see it.
As a digital web design and conversion agency in Melbourne, Australia, we’ve been helping our customers optimize their websites for over 10 years, but it wasn’t until mid-2019 that we decided to turn the tables and take a look at our own site.
As it turned out, we had a bit of a leaky bucket situation of our own: while our traffic was good and conversions were okay, there was definitely room for improvement.
In this article, I’m going to talk a little more about conversions: what they are, why they matter, and how they help your business. I’ll then share how I made lots of little tweaks that cumulatively led