Conversion rate optimization consultant for company websites in Germany

Why visits do not turn into inquiries

A company website loses inquiries at points you can measure, most often on the entry page and in the contact form. Conversion optimization finds the point and changes it. It helps the visitors who came for your offer. When the wrong visitors arrive, the fix lies in the pages and ads that bring them.

B2B buyers add one more hurdle. A visitor who reads three pages and leaves may be comparing providers for a colleague, and the first step you can offer that visitor is smaller than a quote request.

The inquiry path audit

The table is the audit I run on a company website. Each row is one stage of the path to an inquiry, with the number I measure there, a common leak and the change I test first. Go through it with your own analytics before our call: the row where your numbers drop is the place to start.

Stage	What I measure	Common leak	Change I test
Entry page	Visitors who leave without a second page, per entry page	The first screen describes the firm, and the visitor’s problem comes later	The first screen names the service, the region and the next step
Service page	Scroll depth and clicks on the call to action	The call to action sits at the bottom only	The next step at the top and at the end
Evidence	Clicks on cases and references	Claims with no proof near them	A dated case next to each claim
Contact page	Visits to the contact page against sent forms	Many required fields, a mandatory phone number	Only the fields a first reply needs
Form	Errors and exits per field	An error appears after sending, and the input is gone	Errors shown next to the field, input kept
Phone	Conversion rate on phones against desktops	Buttons and fields too small for a thumb	A form and a call button built for the phone

What I did in shops, and what carries over

At Valentins, then part of Burda Digital, I programmed shopping carts, order funnels and dedicated mobile shops, among them shops for Lidl and REWE, and I worked on their conversion rates next to the programming. My page on conversion optimization quotes the result on mobile devices:

I managed to increase the sales of a top eCommerce brand by up to 22% on mobile devices through changes to the funnels.

An inquiry form is a short funnel. The rules I applied in the shops hold for it: the visitor sees the next step without scrolling, and the form asks only for what the first reply needs. I test a change in five steps: research, hypothesis, prioritization, test and learning.

Who I am

I am Michael Wutzke, a web developer and IT expert in Frankfurt with more than twenty years in IT and media. At Valentins I was the IT link between management and marketing, the two sides a conversion project brings together. I hold the Google Analytics and the Google Mobile Sites certifications.