Part of our guide hub: Digital marketing
When enquiries are low, the usual response is to buy more traffic. It is the more expensive of the two available options.
If a hundred visitors produce one enquiry, doubling traffic costs whatever traffic costs, forever. Moving to two enquiries per hundred visitors is a one off piece of work with a permanent effect, and it also doubles the return on every rupee of advertising you were already spending.
Find where people actually leave
Do not guess. Three tools, all free or cheap:
- Analytics funnel. How many reach the product page, the cart, the checkout, the confirmation. The largest single drop is where to work.
- Session recordings. Watch twenty real sessions of people who did not convert. Uncomfortable and more informative than any report.
- Ask five customers what nearly stopped them buying. They will tell you things no tool reveals.
The fixes worth doing first
1. Speed, particularly on mobile
The highest return item for most Pakistani sites. A significant share of visitors are on mobile data, and every additional second of load time loses visitors before they see anything.
Compress images, use modern formats, enable caching, use a CDN. Our guide to website speed optimisation covers the specifics.
2. Say what it costs
Hidden pricing is the most common conversion killer on Pakistani service websites. “Contact us for a quote” loses the majority of visitors who were genuinely interested but not ready to speak to anyone.
If you cannot publish fixed prices, publish ranges and what moves them. It filters out mismatched enquiries and dramatically increases the qualified ones.
3. Reduce the form
Every field costs you submissions. Ask for what you need to make the first contact, not everything you will eventually want.
Name, phone, and one line about what they need is usually enough. Company size, budget and how they heard about you can be asked in the conversation.
4. Offer the channel people actually use
A WhatsApp button alongside the form typically outperforms the form alone by a wide margin here. Many customers will message who would never fill in a contact form.
Provide both, visible, on every page.
5. Address the trust question directly
For a Pakistani buyer the unspoken question is usually whether this business is real and whether they will deliver. What answers it:
- A physical address and a landline, not just a mobile number
- Real photographs of the team and premises, not stock images
- Named client references or case studies with specifics
- Clear return, refund and delivery terms
- Cash on delivery offered visibly, for retail
6. One clear action per page
Pages offering five equally weighted choices produce fewer of all of them. Decide what this page is for and make that action obvious.
How to test properly
Most small sites cannot run valid A/B tests, and pretending otherwise produces confident wrong conclusions.
The arithmetic: detecting a meaningful difference reliably needs hundreds of conversions per variant, not hundreds of visitors. A site with thirty enquiries a month cannot A/B test its way to an answer within any useful timeframe.
What to do instead at low volume:
- Make the obvious fixes without testing. Speed, pricing visibility, shorter forms, WhatsApp. These are known improvements, not hypotheses.
- Change one thing at a time and compare month over month, accepting the result is directional rather than conclusive.
- Use session recordings and customer conversations, which need no sample size.
Save formal testing for when you have the volume to support it.
What to measure
- Conversion rate by channel. Traffic from different sources converts very differently, and an average hides it.
- Conversion rate by device. If mobile is far below desktop, you have a mobile experience problem, which is where most of your traffic is.
- Form abandonment, field by field, if you can. The field where people stop is the field to remove.
- Enquiry quality, not just quantity. Removing price information increases enquiries and reduces qualified ones. Track what happens after the form.
Related reading: landing pages that convert and how to measure marketing ROI.
Frequently asked questions
What is a good conversion rate?
It varies enormously by industry and traffic source, which makes benchmarks nearly useless. The only comparison that matters is your own rate last quarter.
Should I hide prices to generate more enquiries?
It generates more enquiries and fewer qualified ones, and it costs your sales team time. For most service businesses, publishing ranges produces better outcomes.
How many visitors do I need to A/B test?
Enough for hundreds of conversions per variant, not hundreds of visitors. Below that, make known improvements rather than running tests you cannot read.
What single change helps most?
For Pakistani sites, mobile speed first, then making it possible to contact you on WhatsApp. Both are cheap and both move the number.
Ezitech builds and optimises websites and funnels for clients across 42 countries. Tell us your traffic and enquiry numbers and we will tell you which half is the problem.