Find the point of uncertainty
Review the path from search or referral to an enquiry or purchase. Ask real customers what was unclear, then inspect navigation, content and form completion.
- Does the page answer the main question?
- Are costs or next steps clear?
- Does the form ask too much?
- Can people use it on mobile?
Make one meaningful change
Use descriptive headings, specific service explanations and visible contact options. For shops, show delivery and returns information before checkout.
Measure outcomes without confusing clicks with qualified enquiries. Small traffic volumes need careful interpretation; avoid pretending every change proves causation.
Include accessibility
Readable text, labelled fields, keyboard access and clear errors improve usability for everyone. Check a real mobile device, not only a desktop screenshot.
Questions worth asking
Should we redesign the entire site first?
Not always. Fixing a confusing page or broken form may be the more useful first step.
Advice here is general; the appropriate implementation depends on the people, systems and constraints involved.