News & Insights


How Website Optimisation Drives Business Objectives

pwd staff OLIVER WOOD
Oliver Wood

|21st December 2017

Traffic figures are steadily rising as expected with the latest marketing campaign. But a deeper look at the numbers reveal that sales are stagnating. A website can generate tens of thousands of hits a day and still fail to bring in sales.

The reason is poor website optimisation.

High rankings in search engine such as Google have the potential to bring highly targeted traffic. But that traffic is essentially worthless if it fails to bring results. Poor user experience ultimately translates to lower visitor engagement which affects sales.

Optimising a website is much more than simply changing the layout of a page or adding in target keywords. It involves the combination of testing and the use of analytics to identify areas that can be improved for higher engagement. The process has one primary objective: To increase conversion rates.

The following is an overview of how website optimisation can increase sales for your business.

1. Loading Speeds

Page speed matters and is a perfect example of how website optimisation can increase sales. One study found a dramatic decline in conversion rates as page load times increased by a few seconds. This is not surprising as data shows that consumers are less willing to wait for pages to load.

The PageSpeed Insights from Google is a highly invaluable tool that analyses site loading times and also gives suggestions for improving speed. Suggestions typically include:

  • Optimising images
  • Reducing server response time
  • Leveraging browser caching
  • Minifying CSS
  • Minifying JavaScript
  • Enabling compressions

These all contribute to a faster website for visitors on mobile and desktop devices. The result is a better performing website that is easily accessible.

2. Mobile Devices

Traffic from mobile devices such as smartphones and tablets is increasing at a rapid rate. Having a mobile friendly design is incredibly important for a user friendly interface.

survey from Google reveals that visitors are more likely to leave a website if it is not optimised for mobile use.

Your business is essentially losing potential customers with a non-mobile friendly website.

Responsive design is the perfect solution as the website dynamically changes to serve all devices. Users can expect an optimised experience whether they are on a mobile device or a desktop. This type of design is also the recommended configuration from Google.

Investing in a responsive design that is friendly for all users can drastically improve conversion rates.

3. Landing Pages

Landing pages drive results by attracting targeted traffic and closing the sale. Website optimisation helps to identify pages that are not performing well. Increasing visitor engagement is a matter of testing and optimising to improve conversion rates.

This includes:

  • Adding call to action buttons
  • Including a Live Chat option
  • Offering a product guarantee
  • Testing new headlines and copy
  • Reducing clutter on the page
  • Improving the checkout process
  • Including customer testimonials

These are some examples of how even simple changes can increase conversions and bring in more sales. The process can be applied across every single page.


Website optimisation involves improving performance for higher conversion rates. Examples include reducing loading speed times, implementing a mobile friendly design, and testing new changes on landing pages. Even a single change can have a dramatic impact on conversions and bring in more customers to your business.

Getting started is as simple as getting in touch with our marketing experts. Our specialists have extensive experience and work closely with you to optimise your website for higher conversions and better performance. Contact us today to set up a consultation with our professionals and we would be happy to answer your questions.