Clicks are falling
You still show up in Google, but fewer people click through. We check what searchers see now, AI Overviews included, and improve the titles and pages that lose the click.
Conversion rate optimisation services
Conversion optimisation built around better evidence
Find where suitable visitors lose confidence, encounter friction or fail to complete the journey. Then improve the page, form or process without putting established search visibility at risk.
Sound familiar?
Losing clicks, or not sure what your search results are telling you?
Search brings people to your site. Conversion is what turns them into enquiries. We look at both: what people see in Google, where they land and where they leave. Then we fix whatever is costing you the most enquiries first.
Visits, but no enquiries
People arrive and leave without getting in touch. We find the page, form or step where they drop off and fix that first.
Data you can’t make sense of
You have Search Console and analytics, but not a clear answer. We turn them into a short list of what to change and why.
Working method
Every test narrows the question, including the ones that fail.
- 01 Trace Follow the real journey from first visit to qualified enquiry, and find where people actually leave.
- 02 Diagnose Work out whether the drop-off is a clarity, trust, speed or expectation problem. Each has a different remedy.
- 03 Test Change one thing, with enough traffic behind it that the result means something.
- 04 Learn Keep the finding either way, then return to the journey with one fewer unknown in it.
Engagement options
Start at the smallest level that can answer the decision
The scope is agreed around the problem and the evidence required. You do not need to commit to a larger engagement before a focused diagnostic has earned it.
Journey health check
Best for
A form, checkout or page that may be failing.
Typical output
Cross-device test evidence and prioritised fixes.
Conversion audit
Best for
A wider journey with unclear drop-off causes.
Typical output
Evidence map, friction analysis and opportunity backlog.
Focused experiment
Best for
A high-value question with sufficient traffic.
Typical output
Hypothesis, variants, measurement and result record.
Ongoing optimisation
Best for
Teams able to implement and learn continuously.
Typical output
Research, testing, release and learning cycle.
Evidence standard: We do not publish anonymous percentage uplifts without the underlying permission and evidence. Results are assessed against the agreed commercial and quality measures.
Who does the work
Jon Goodey, founder of Indexify
Jon scopes the work and does it. His background spans software development, statistical analysis and marketing intelligence, so the person who finds the problem is also the person who can fix it.
There is no hand-off between sales, strategy and delivery. You deal with Jon from the first conversation to the final check.
- Diagnosis
- Jon checks the tracking, the journey and the forms himself.
- Writing
- Jon writes the findings and any replacement page or form wording.
- Implementation
- Jon makes the agreed changes where he has access to the site. Otherwise your developer works from his written checks.
- Reporting
- Jon reports what was tested, what changed and what the result does and does not show.
Scope
What conversion work covers
The scope follows your site and the journey that matters most. These are the areas the work usually covers.
Journey and conversion audit
We map the route from landing page to enquiry or purchase, checking message continuity, decision points, technical failures and avoidable friction.
Analytics and behavioural evidence
GA4, form records, search data, heatmaps, session recordings and customer feedback are used according to the question each source can answer.
Offer and page clarity
We clarify who a page is for, what is being offered, what evidence supports it and what the visitor should do next.
Form and checkout optimisation
Fields, validation, errors, mobile behaviour, trust signals and notification flows are tested as one complete journey.
Experiment design
Test ideas are prioritised by evidence, value, risk and traffic. The success measure and stopping rule are set before the result is seen.
Implementation and learning
Winning or clearly useful changes are implemented, validated and recorded so the team keeps the learning rather than just the final variant.
Real record from our own website, 30 September 2026
Enquiries that arrived without their context
We audited our own contact form the way we would audit a client’s. The page looked right and the form worked. The fault was in what arrived afterwards.
-
Evidence
The stored enquiries were missing a field
The contact page has a hidden field for the package a visitor chose. We read the field names on the most recent stored enquiries, and the list of fields the form host had registered: neither included it. Six service pages also linked to the form with a service name it did not list, so the form opened with nothing selected.
-
Cause
Two lists had drifted apart
The form host builds its list of fields from a hidden copy of the form in the site template. That copy did not include the package field, so the value was dropped on arrival. The unlisted names came from pages written before the form’s options were settled.
-
Fix
One source, and a visible summary
The field was added to the registered form, every link now uses a name the form lists, and the form shows what you are enquiring about so a mismatch can be seen.
-
Check
A test that fails the build
The site build now stops if any link to the contact form names a service the form does not list, or if the form has a field the host has not been told about. The host’s form definition is read back after a release to confirm the field is registered.
What this does and does not show. It shows the method: evidence, cause, fix and check. It is our own site, so it is not a client result, and it does not show that enquiries went up. The field is now registered with the form host. A real enquiry carrying its service and package has not yet been followed through to the inbox, so that last check is still to do.
How the engagement works
- 1
Protect the current evidence
We record the current journey, conversion definition, traffic mix and known technical constraints before changing a high-value page.
- 2
Find the point of uncertainty
Quantitative and qualitative evidence is used to identify where people hesitate, fail or arrive with the wrong expectation.
- 3
Change one meaningful condition
We write and design a proportionate intervention, then use a controlled test or carefully measured release where traffic is limited.
- 4
Verify and keep the learning
We check the implemented journey, compare the agreed measure and document what the result does and does not prove.
What you take away
- Journey map with evidence and friction points
- Prioritised backlog of testable changes
- Rewritten page, offer or form where agreed
- Experiment or measured-release plan
- Implementation and cross-device validation
- Result record with limits and next decision
Work it out yourself
Two free tools for the decision
No sign-up, and your figures never leave the page.
Conversion scenario calculator
See what a given improvement in conversion rate would mean in enquiries, qualified leads and money, if your assumptions held.
Open the toolAudit or A/B test?
Estimate how long an A/B test would need to run on your numbers, and whether fixes or an audit should come first.
Open the tool Prices
What conversion rate optimisation costs
Start with a one-off audit, or make CRO part of the monthly retainer alongside SEO and AI search.
Conversion audit
From £1,500 one-off
plus VAT
- Tracking and analytics checked first
- Where visitors drop off, page by page
- A prioritised list of fixes
Ongoing CRO
£1,750 a month
plus VAT
- Weekly fix sprints on the pages and forms that bring enquiries
- Tracking kept accurate, so you can trust the numbers
- SEO and AI search included in the same fee
- Three-month minimum
Testing programme
From £2,500 a month
plus VAT
- For sites with enough traffic to run A/B tests
- Test design, build, checks and analysis
- Winning changes rolled out for you
What each fee covers, side by side
| Term | Conversion audit | Ongoing CRO | Testing programme |
|---|---|---|---|
| Fee | From £1,500 one-off, plus VAT | £1,750 a month, plus VAT | From £2,500 a month, plus VAT |
| Minimum term | None. It is a one-off fee | Three-month minimum | Agreed in the written scope |
| Onboarding fee | None | £2,500 onboarding sprint in the first month, waived on a six-month commitment | Agreed in the written scope |
| What the fee covers | Diagnosis: the tracking check, the journey review, the forms tested end to end and a prioritised list of fixes. | Weekly fix sprints on the pages and forms that bring enquiries, tracking kept accurate, plus SEO and AI search in the same fee. | Test design, build, checks and analysis, with winning changes rolled out for you. |
| Scoped separately | Making the fixes. That is done through the monthly retainer, or by your own developer working from the list. | Controlled A/B tests, which are scoped as a testing programme. | Sites without enough conversions to reach a result. Those start with the audit or ongoing CRO. |
Ongoing CRO is the same retainer as SEO and AI search, so the same terms apply: a three-month minimum and a £2,500 onboarding sprint, waived if you commit to six months.
The written scope names any testing, survey or session-recording software the work needs and who pays for it, before anything starts.
We confirm the scope and fee in writing before any work starts.
All prices exclude VAT. See every published price or see how SEO and AI search works.
Questions buyers ask
What is conversion rate optimisation?
Conversion rate optimisation is the evidence-led process of improving the proportion of suitable visitors who complete a useful action. It combines analytics, research, copy, design, technical checks and controlled experimentation.
Do we need enough traffic for A/B testing?
Yes, a controlled split test needs enough eligible users and conversions to answer the question in a reasonable period. Lower-traffic sites can still improve through journey testing, customer research, technical fixes and measured releases.
How long does an A/B test run?
As long as the numbers require, which is worked out before the test starts. The length depends on the baseline conversion rate, the smallest improvement worth detecting and the share of traffic in the test. The sample size and stopping rule are fixed in advance, and a test is not stopped early because it looks good. Our audit-or-test tool estimates the length on your own figures.
Can conversion optimisation damage SEO?
It can if a test hides useful content, changes indexable URLs or serves search engines a different experience. We protect canonical content, rendering, internal links and performance when designing experiments.
What should be measured besides conversion rate?
The right measures may include qualified enquiries, revenue per visitor, completion errors, lead quality, time to respond and downstream sales. A higher form completion rate is not useful if it creates worse leads.
Can you test whether our contact forms work?
Yes. We test the visible experience, validation, submission, stored record, analytics event, thank-you state and notification. This often reveals operational failures that page analytics alone misses.
What is the first step in a CRO project?
Agree the valuable action and inspect the complete journey. This prevents the project from optimising a cosmetic metric or a page that is not the real source of lost enquiries.
How much does conversion rate optimisation cost?
A conversion audit starts from £1,500 plus VAT as a one-off. Ongoing CRO is part of our SEO and AI search retainer at £1,750 a month plus VAT, with a three-month minimum, and testing programmes for sites with enough traffic start from £2,500 a month. We confirm the scope and fee in writing before any work starts.
Google reviews
5.0 from 6 Google reviews (opens in a new tab) What clients say
These reviews are about SEO and technical work. They show how Jon works with clients. They are not conversion results.
★★★★★
“Jon has provided excellent support for SEO strategy and implementation for Avicenna Pharmacies across England and Wales, driving impactful results for our brand awareness campaigns. Thanks to his expertise, we achieved top 5 rankings in a remarkably short time. Jon delivered a detailed, structured roadmap with clear tracking metrics, making progress transparent and actionable.”
★★★★★
“Our website had been facing some serious technical issues on WordPress and a noticeable drop in SEO rankings, and Jon was incredibly helpful in diagnosing and resolving these problems. He didn’t just fix the immediate problems; he also offered valuable advice on optimizing our site for better search engine visibility in the future.”
★★★★★
“Jon and the team were able to offer us clear, concise and accurate support and information during an integral business move when merging our company websites. The team are able to give strategic direction and reliable information at the drop of a hat! Incredibly responsive, could not recommend their services more.”
★★★★★
“Thanks to his expertise and unwavering dedication, we’ve catapulted to the first page of Google for our targeted keywords. What truly distinguishes Indexify is their exceptional customer service. Jon is incredibly responsive and attentive to our needs, ensuring that every question or concern is promptly addressed.”
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