1. Establish what you know.
How long has the page been available? How many relevant people have arrived, from which source and for which offer? A few days or a small number of visits may tell you little. Separate all visits from people who could actually use the service. Do not treat a click as purchase intent.
2. Match the expectation.
Put the search query, ad or referral next to the first screen. Does the page answer the same question? If the promise is specific and the page stays general, write the missing answer before choosing a new visual style.
3. Ask for an explanation, not a rating.
Ask someone who resembles your customer to explain who the offer is for, what would change and why they would believe it. “Looks nice” is not the same as understanding. Note the unanswered question and which evidence would help.
4. Finish the task on a phone.
Try the enquiry with representative test details in an authorised test environment. Check errors, review, confirmation and the actual business inbox. A button that responds on screen does not prove delivery. Also check whether a person is responsible for replying.
5. Change one meaningful thing.
Write one hypothesis: “This visitor cannot tell whether we handle their type of project.” Try a clearer explanation with the same offer. Decide which observation would support or contradict the change. More button clicks are not a win if enquiries become less relevant.
Prepared by ConvertVisits for this preview. Further reading: Google Search Central · W3C WAI