Optimising Low-Traffic Websites: Practical CRO Tips from Usman Qureshi

Can You Optimise a Low-Traffic Website? Yes, and Here’s How.

Conversion rate optimisation (CRO) and analytics often feel like tools reserved for big brands with thousands of visitors. But small businesses with low-traffic websites can benefit just as much, if not more, by making smart, strategic changes.

Usman Qureshi, a CRO and analytics expert, has cracked the code on making meaningful improvements without relying on high traffic or A/B testing. In this episode of That Analytics Podcast, he shares his best insights on how to optimise your website, even if you don’t have a flood of visitors.

Meet Usman Qureshi: From Telesales to CRO Expert

Usman didn’t start out in CRO. He began his career in telesales, learning the art of persuasion and communication. With a background in accounting and finance, he later shifted to digital marketing, diving into social media, influencer campaigns, and paid ads.

In 2019, he stumbled upon CRO and analytics—and everything clicked. Since then, he’s been helping businesses make smarter decisions using data, even when traffic is limited. Find out more about Usman here.

What is CRO, Really?

Many people hear “CRO” and immediately think of A/B testing, swapping out a headline or button colour to see what performs better. While that’s part of it, CRO is much bigger than that.

At its core, CRO is about making small, intentional changes to improve website performance. For low-traffic websites, this means focusing on usability, clarity, and relevance rather than waiting months for A/B test results.

Why A/B Testing Isn’t Ideal for Low-Traffic Websites

If your site doesn’t get thousands of visitors a month, traditional A/B testing might not be worth your time. Here’s why:

It takes too long. With fewer visitors, tests can take months to reach statistically significant results. Meanwhile, external factors like seasonal trends can skew your data.
It’s unreliable. People clear cookies, switch devices, and re-enter tests without realising, leading to inaccurate results.
It’s frustrating. Waiting months only to get inconclusive results can be demoralising.

So, what’s the alternative? Usman recommends focusing on qualitative research and heuristic analysis instead.

Better CRO Strategies for Low-Traffic Websites

Instead of relying on A/B tests, here’s what you should do:

1. Clarify Your Messaging

Make your unique selling proposition (USP) obvious—what makes you different?
Keep your messaging consistent across your website and marketing channels.

2. Improve the User Experience (UX)

Is your website easy to navigate?
Reduce clutter and make key actions clear.

3. Use Heatmaps and Session Recordings

Free tools like Microsoft Clarity can show where users click, scroll, and drop off.
Look for patterns—are people getting stuck on a form? Are they ignoring key content?

4. Conduct User Testing

Pay a few real users to complete tasks on your site and watch how they interact.
This can reveal roadblocks you wouldn’t notice otherwise.

5. Listen to Customer Feedback

Review customer emails, chat logs, and support queries.
Identify common frustrations and make changes accordingly.

Where to Focus Your Optimisation Efforts

Usman highlights key areas where even small tweaks can lead to big improvements:

Messaging: Make it clear what you do and why people should care.
Navigation: Keep menus simple and ensure important links (like Contact) are easy to find.
Content: Align blog posts and pages with what your audience actually needs.
Conversion Pages: Reduce friction on checkout flows, product pages, and forms.
Social Proof: Add testimonials, case studies, and reviews to build trust.

How to Measure Success Without A/B Testing

If you can’t run A/B tests, how do you know what’s working? Try these methods:

Track key metrics like time on page, bounce rate, and conversion rates.
Combine qualitative and quantitative insights—use data alongside session recordings and user feedback.
Make changes gradually so you can isolate what’s having an impact.
Talk to your customers, actual conversations can reveal what’s missing or unclear.

Advice for New Websites

Starting from scratch? Here’s Usman’s advice:

Study your competitors. See what’s working for them and how you can do it better.
Optimise for mobile. A slow or clunky mobile site will kill conversions.
Focus on your core pages first. Get your product, checkout, and sign-up pages right before worrying about blog content.

Want to Go Deeper? Join My Free Webinar

If you’re ready to optimise your website and make data-driven decisions without getting lost in analytics, join my free webinar. I’ll break down practical CRO strategies you can apply right away.

Grab your seat below

FREE Webinar 5th March 2025:

Save Your Spot – Finding the Gold in Your Google Analytics

Final Thoughts

Low-traffic websites aren’t doomed when it comes to CRO. By focusing on usability, messaging, and customer insights, you can make meaningful improvements that drive conversions.

Usman’s approach proves that you don’t need a massive audience to optimise your site—you just need the right strategy.