Find the leaks first
GA4 funnels show where people drop off, and session recordings and heatmaps show why: confusing pages, slow loading, missing information or forms that ask too much. Research comes before any redesign, so changes target real problems.
What usually moves the numbers
- Message match: the page continues the promise of the ad or search that brought the visitor.
- Clarity: what you offer, who it is for and what happens next, visible without scrolling.
- Proof: reviews, results and recognisable clients near the call to action.
- Speed: every extra second on mobile costs conversions; see speed optimisation.
- Forms: fewer fields, clear labels and helpful error messages.
Testing
Where traffic allows, I run A/B tests so decisions rest on evidence. Where it does not, changes are measured before and after over a sensible period.
Paid and organic
A higher conversion rate lowers your cost per acquisition on Google Ads and Meta Ads and makes every visitor from SEO worth more. As a developer I can usually make the page changes myself.