Fix the leaks before you pay to fill the bucket.

The cheapest traffic you will ever buy is the traffic you already have

There are visitors on your site right now who are not converting, and some of them are going to a competitor instead. However much traffic you buy through search, paid media, banners or affiliates, a low conversion rate turns all of it into lost opportunity.

Think of conversion work as filling the cracks in the floor before pouring in more water. If your conversion rate improves by 50%, your profit from existing traffic improves by roughly the same — without spending another rupee or dollar on acquisition. That is why it belongs before the next campaign, not after it.

And every conversion counts for more than its own value. Most businesses get repeat orders, so the lifetime value of each customer you stop losing adds up considerably over time.

The four levels we work through

• Usability. If the site is hard to navigate, or people cannot find the product they came for, nothing else matters. We test and analyse this first.
• Content. When it comes to selling, content carries more than imagery. If your copy is not persuasive, or simply not clear, it drives away people who were ready to buy. Your proposition and your main benefits have to land quickly.
• Traffic-to-page alignment. If an ad or a search result for product A lands on your homepage rather than on product A, you lose the sale. People leave in seconds when they do not immediately see what they came for.
• Funnel analysis. We map every step leading to the sale and find where people drop out. If most leave at the shipping screen, the answer may be a cheaper shipping option rather than a redesign. Sometimes a step is simply rendering badly and nobody had noticed.