Knowing where you stand.
WHAT TO MEASURE
Visitors, and how many contacted you or bought.
HOW TO TRACK IT
Conversion tracking in analytics A thank you page after form submission Clicks on your phone and WhatsApp links Manual records of enquiries
THE MANUAL METHOD
Count enquiries per month against visitors per month.
Rough, and sufficient to see change.
WHAT NOT TO COMPARE AGAINST
Published industry averages.
They vary enormously and rarely apply to your situation.
WHAT TO COMPARE AGAINST
Your own figure last month and last year.
WHAT A LOW RATE MEANS
Either the wrong visitors are arriving, or the site is not persuading them.
HOW TO TELL WHICH
Compare conversion by traffic source.
If one source converts and another does not, the traffic differs.
If none convert, the site is the problem.
WHAT TO MEASURE SEPARATELY
Mobile against desktop.
A gap there is common and frequently unnoticed.
