More of the visitors you already pay for become enquiries and orders.
Conversion rate optimisation from Gully Sales works on the website you already have and the traffic already reaching it. We find where visitors drop out, fix the friction, test each change and report what moved.
A baseline of where visitors drop out today, page by page, before anything is changed.
Copy and interface changes built from evidence, tested against the current version.
A conversion report that shows what changed, what it moved and what to try next.
Gully Sales Private Limited builds sales and marketing systems for small and medium businesses across India. Every engagement starts with a free audit.
In one paragraph
What is Conversion Rate Optimisation Services?
Conversion rate optimisation from Gully Sales raises the share of existing website visitors who enquire, book or buy. We baseline the funnel, find where visitors hesitate and leave, form specific hypotheses, rewrite copy and adjust the interface, test each change against the current version and report what it moved. You get more from the traffic you already pay for, without rebuilding the site or buying more clicks.
The problem
Traffic keeps rising, and enquiries stay where they were.
Many Indian businesses have done the hard part. The website is live, the ads are running, the search rankings have improved, and the visitor count in the analytics report goes up every quarter. The enquiry count does not. Somewhere between arriving on the site and pressing submit, most visitors quietly leave, and nobody can say which page, which sentence or which field lost them. This is not a traffic problem, and buying more traffic will not fix it.
You will recognise it as
Sessions grow month on month while enquiries, bookings or orders stay flat or fall.
The cost of each enquiry from paid campaigns keeps climbing even though the click cost has not.
Visitors reach the product, service or pricing page and leave without taking the next step.
The team has opinions about why the site does not convert, but no evidence for any of them.
Changes to the site are made on instinct and never measured, so nobody knows whether they helped.
The enquiries that do arrive are often the wrong kind: price shoppers, job seekers or people outside your area.
What it costs the business
Every rupee of marketing spend is diluted by a site that lets most of the visitors it brings walk away.
Growth becomes a bidding contest for more traffic, which competitors with deeper pockets can always outspend you in.
Sales staff spend their time on poorly qualified enquiries because the site does not filter or prepare them.
Decisions about the site are settled by seniority rather than evidence, so the same arguments repeat every quarter.
Why it persists. It persists because the only remedy usually on offer is a full redesign: expensive, slow, and just as untested as the site it replaces. A redesign changes everything at once, so nothing it changed can be credited or blamed, and the next site is guessed at as thoroughly as the last. Analytics are installed but rarely read past the top-line numbers, so the sentence or field that loses people is never isolated. Buying more traffic feels safer than testing, so the budget goes there instead.
If it stays unresolved. The gap between visitors and enquiries widens as traffic grows. Cost per enquiry rises until campaigns are cut, and the eventual redesign repeats the same unmeasured guesses with a new look. The business keeps renting attention it cannot convert.
What changes
You get tested changes on the pages that matter, and evidence of what each one moved.
In the first weeks
A funnel baseline: how many visitors reach each step today, and where they leave, by device and traffic source.
A friction analysis of the priority pages, with each hesitation or drop-off traced to a cause.
A prioritised hypothesis list, each one stating the change, the reason and the metric it should move.
Rewritten copy and interface adjustments for the highest-value pages, ready to test.
In how the work runs
A repeatable test-and-measure cycle your team can keep running after the engagement.
Enquiries that arrive with the detail your sales team needs, because the forms and paths ask for it.
Site changes decided by evidence rather than by whoever argues longest.
In sales and marketing
More enquiries, bookings or orders from the same traffic, which lowers the cost of each one.
Marketing budget that goes further because less of it leaks at the last step.
A clearer picture of which traffic sources bring visitors who actually convert.
In what management can see
A conversion report your leadership can read in ten minutes: what changed, what moved, what is next.
Search visibility is not the goal here, but clearer and faster pages are usually read more favourably by visitors and search engines alike.
Over the longer term
A site that improves every quarter instead of being rebuilt every three years.
A written record of what your customers respond to, reused across pages and campaigns.
Gully Sales controls the baseline, the analysis, the hypotheses, the changes and the tests. Whether a given change lifts conversion is what the test exists to find out; some will, some will not, and we report both. Improvements are measured against your own baseline, never promised in advance.
Who it is for
This is for you if the site already gets visitors and too few of them act.
The businesses it suits
A business whose website receives steady traffic from search, ads or referrals and produces fewer enquiries than that traffic should.
An e-commerce or D2C brand where carts are started far more often than they are paid for.
A manufacturer, distributor or B2B service firm whose product pages are read but whose quote requests are rare.
A clinic, hospital, school or hospitality business whose booking or enquiry path loses people before the form is finished.
A software company whose trial or demo sign-up page is visited often and completed seldom.
An owner or marketing head who wants site decisions settled by tests rather than opinions.
What usually prompts the call
Paid campaign cost per enquiry has been rising for two or more quarters.
A recent SEO or content effort has grown traffic without a matching rise in enquiries.
A redesign has been proposed and someone has asked whether it is really needed.
Analytics show visitors reaching the enquiry, booking or checkout step and leaving there.
Leadership has asked why marketing spend is up and pipeline is not.
What Gully Sales does
The work, component by component.
Funnel baseline
We map every step from arrival to conversion for each priority journey, whether enquiry, quote, booking or checkout, and measure how many visitors reach each one, split by device, traffic source and landing page. Where tracking is missing or wrong, we fix it before recording the baseline.
Why it matters:
Without a baseline every improvement is an anecdote. The baseline is what every later change is judged against, and it is agreed with you before work begins.
You receive:
A funnel baseline document with step-by-step visitor counts, drop-off points and the period measured.
Business value:
You know, for the first time, exactly where and how many visitors your site loses.
Friction analysis
For each drop-off point we look for the cause: session recordings, scroll and click maps, form field analytics, page speed on a mid-range phone, the copy visitors read before leaving, and short conversations with recent enquirers and lost prospects about what made them hesitate.
Why it matters:
A drop-off number tells you where; it never tells you why. The why is what decides which change is worth making.
You receive:
A friction report listing each problem, its evidence, the page and element concerned, and its likely effect on conversion.
Business value:
Changes are aimed at causes that were observed, not at symptoms that were guessed.
Hypotheses and prioritisation
Each friction point becomes a written hypothesis: if we change this, for this reason, we expect this metric to move. Hypotheses are ranked by the traffic and value of the page, the strength of the evidence and the effort to implement, so the first tests are the ones most likely to matter.
Why it matters:
A backlog of ideas is not a plan. A ranked list of testable statements is, and it keeps opinion from crowding out evidence.
You receive:
A prioritised hypothesis register with the change, rationale, target metric and effort for each item.
Business value:
Effort goes to the few changes most likely to move enquiries, not to whatever was raised last.
Copy and UX improvements
We write the new headlines, offer statements, proof, calls to action and form labels, and specify the interface adjustments: what moves, what is removed, what is added, on which pages and for which devices. Where Gully Sales maintains the site we implement them; otherwise your developer receives exact specifications.
Why it matters:
Most conversion problems are problems of clarity and confidence. The page does not explain the offer, or gives no reason to trust it, or asks too much too soon.
You receive:
Ready-to-implement copy and annotated interface changes for each hypothesis, with before-and-after versions.
Business value:
Visitors understand what you offer, why to believe you and what to do next, in the words they themselves use.
Experiments
Where traffic allows, each change runs as a split test against the current version, with a sample, duration and success metric agreed before it starts. Where traffic is too low for a split test, we use before-and-after measurement over matched periods and say so plainly in the report.
Why it matters:
A change that is not tested is an opinion with a deployment date. Testing tells you whether it worked, and stops a well-meaning change from quietly harming results.
You receive:
An experiment log with the hypothesis, variant, sample, duration, result and decision for every test run.
Business value:
You keep the changes that helped, reverse the ones that did not, and learn from both.
Conversion reporting
At agreed intervals we report the funnel against the baseline: conversion rate by journey and source, form completion, lead quality as judged by your sales team, page speed, engagement, checkout completion and cost per conversion, with the experiments behind any change and the next tests queued.
Why it matters:
Leadership needs to see the funnel move, not a list of tasks done. Reporting keeps the programme honest and the next decision informed.
You receive:
A conversion report for each period, plus a living dashboard where your analytics allow it.
Business value:
The site's performance becomes a number your leadership reads and acts on, every month.
What you will have at the end.
Funnel baseline document: visitor counts at each step, by device, source and landing page, for a stated period.
Tracking fixes: events, goals and form analytics corrected so the baseline and every later test can be trusted.
Friction report: each drop-off point with its evidence, cause and affected page or element.
Prioritised hypothesis register with change, rationale, target metric and effort for each item.
Rewritten page copy for the priority journeys, with before-and-after versions.
Annotated interface change specifications your developer can implement without interpretation.
Experiment log recording every test's setup, duration, result and keep-or-reverse decision.
Periodic conversion report against the baseline, with the next tests queued.
A hand-over playbook so your team can continue the test-and-measure cycle.
An anonymised extract of a friction report and experiment log, shown at the audit so you can see the format.
How it runs
The engagement, step by step.
1
Audit and scope
We review your analytics, the priority journeys and the traffic each receives, and agree which conversions matter and which pages are in scope. If tracking is unreliable, we plan the fixes first so the baseline can be trusted.
You provide:
Access to analytics, ad accounts and the CMS, a list of the conversions that matter, and the names of the people who handle enquiries.
We produce:
A scope note naming the journeys, the primary conversion and the measurement plan.
Done when:
The owner has agreed the primary conversion and the pages in scope.
2
Baseline
We correct tracking where needed, then measure the funnel over a period long enough to smooth out weekly swings, recording how many visitors reach each step and where they leave, by device and source.
You provide:
Developer access for tracking fixes, and no major site changes during the baseline period.
We produce:
The funnel baseline document.
Done when:
Both sides accept the baseline figures as the reference for the engagement.
3
Friction analysis
We watch session recordings, read click and scroll maps, check form field drop-off and mobile speed, review the copy on each losing page and speak to a handful of recent enquirers and lost prospects about what made them pause.
You provide:
Introductions to a few recent customers and lost prospects, and access to enquiry records.
We produce:
The friction report.
Done when:
Every major drop-off point has an evidenced cause.
4
Hypotheses
Each cause becomes a hypothesis with a proposed change, target metric and effort estimate. We rank the list with you in a single working session and pick the first round of tests.
You provide:
One decision-maker to agree the priority order in one sitting.
We produce:
The prioritised hypothesis register and a first test plan.
Done when:
The first round of tests is agreed and scheduled.
5
Changes and experiments
We write the copy and specify the interface changes, implement them or brief your developer, then run each as a split test or a matched before-and-after measurement with the sample and duration fixed in advance.
You provide:
Approval of copy, developer time where Gully Sales does not maintain the site, and patience while tests run to their planned end.
We produce:
Implemented changes, live experiments and the experiment log.
Done when:
Each test has reached its planned sample or duration and a keep-or-reverse decision is recorded.
6
Report and next cycle
We report the funnel against the baseline, record what was kept, reversed and learned, and queue the next hypotheses. On a retained engagement the cycle repeats; on a project we hand over the playbook.
You provide:
A short review meeting and your sales team's view on the quality of the leads received.
We produce:
The conversion report and the updated hypothesis register.
Done when:
Leadership has read the report and the next round is agreed or the hand-over is complete.
Ways to work with us
Start with one page, or hand us the whole funnel, month after month.
Conversion review
A short, fixed-scope engagement: baseline, friction analysis and a prioritised hypothesis register, for a business that wants to know what is wrong and what to do before committing to a programme.
Conversion programme
Baseline through to reporting on the priority journeys, including copy, interface changes and a first round of experiments, delivered as a project with a hand-over playbook.
Retained optimisation
The full cycle repeated every month or quarter, with new hypotheses, tests and reports, for a business that wants the site improving continuously alongside its campaigns.
Pre-redesign evidence
Baseline and friction analysis conducted before a planned redesign, so the new site is built on what the current one has proved rather than on a fresh set of guesses.
Why Gully Sales
What you are actually choosing when you choose us.
We measure before we touch anything.
Every engagement begins with a baseline both sides accept. Improvements are reported against it, so you never have to take our word for what changed, and neither do we.
We fix the cause, not the page.
A losing page is usually losing because the offer is unclear, the proof is missing or the ask comes too early. We rewrite and restructure for those reasons, rather than moving buttons and hoping.
Low traffic is handled honestly.
Many Indian SMB sites do not have the volume for a clean split test. We say so, use matched before-and-after periods instead, and label the confidence of every result accordingly.
It connects to your sales process.
A conversion is only worth having if your team can act on it. We judge lead quality with your salespeople, shape forms to capture what they need and make sure each enquiry lands in your CRM or WhatsApp flow.
It is part of a marketing and sales system.
Gully Sales works across marketing, sales, channels and revenue operations for Indian SMBs. Conversion work is planned alongside the campaigns that bring traffic and the process that follows it up, not in isolation.
Where it applies
The same service, in different businesses.
Industry
The situation
How it applies
Likely benefit
Manufacturing
An industrial components maker's product pages are read by engineers and buyers, but the quote request is completed by very few of them.
Baseline by product category, friction analysis on the quote form, specification downloads offered before the ask, and a shorter form tested against the long one.
More quote requests from the same visitors, carrying the specification detail sales needs to price quickly.
E-commerce and D2C
A packaged foods brand's store sees carts started on mobile that rarely reach payment.
Checkout funnel baseline by device, tests on delivery charge disclosure, guest checkout and payment options, and speed fixes on the cart page.
A higher share of started carts paid for, and a clearer view of which traffic sources bring buyers.
Healthcare
A hospital's appointment page is visited by patients from search, but many leave before choosing a doctor or a slot.
Friction analysis with patients on their own phones, a simpler doctor selection path, and a WhatsApp booking option tested alongside the form.
More appointment requests completed by the patients the hospital is already reaching.
Education
A coaching institute's admissions page gets traffic every season, but enquiries arrive with missing details and many people drop out midway.
Form field analysis, a staged enquiry that asks for course interest first and contact details after, and clearer fee and batch information tested against the current page.
More completed enquiries, each carrying the course and batch detail counsellors need.
Hospitality
A hotel spends on search ads that send travellers to a booking page where most check rates and leave.
Baseline from rate check to booking, tests on rate display, inclusions wording and reasons to book direct, and mobile speed fixes.
A larger share of rate checks becoming direct bookings, with less dependence on agency commissions.
Professional services
An accounting firm's site attracts business owners reading about compliance, but few of them request a consultation.
Copy rewritten around the problems owners search for, proof placed before the ask, and a short consultation request tested against the full contact form.
More consultation requests from readers who were already interested, routed to the right partner.
Manufacturing
The situation:
An industrial components maker's product pages are read by engineers and buyers, but the quote request is completed by very few of them.
How it applies:
Baseline by product category, friction analysis on the quote form, specification downloads offered before the ask, and a shorter form tested against the long one.
Likely benefit:
More quote requests from the same visitors, carrying the specification detail sales needs to price quickly.
E-commerce and D2C
The situation:
A packaged foods brand's store sees carts started on mobile that rarely reach payment.
How it applies:
Checkout funnel baseline by device, tests on delivery charge disclosure, guest checkout and payment options, and speed fixes on the cart page.
Likely benefit:
A higher share of started carts paid for, and a clearer view of which traffic sources bring buyers.
Healthcare
The situation:
A hospital's appointment page is visited by patients from search, but many leave before choosing a doctor or a slot.
How it applies:
Friction analysis with patients on their own phones, a simpler doctor selection path, and a WhatsApp booking option tested alongside the form.
Likely benefit:
More appointment requests completed by the patients the hospital is already reaching.
Education
The situation:
A coaching institute's admissions page gets traffic every season, but enquiries arrive with missing details and many people drop out midway.
How it applies:
Form field analysis, a staged enquiry that asks for course interest first and contact details after, and clearer fee and batch information tested against the current page.
Likely benefit:
More completed enquiries, each carrying the course and batch detail counsellors need.
Hospitality
The situation:
A hotel spends on search ads that send travellers to a booking page where most check rates and leave.
How it applies:
Baseline from rate check to booking, tests on rate display, inclusions wording and reasons to book direct, and mobile speed fixes.
Likely benefit:
A larger share of rate checks becoming direct bookings, with less dependence on agency commissions.
Professional services
The situation:
An accounting firm's site attracts business owners reading about compliance, but few of them request a consultation.
How it applies:
Copy rewritten around the problems owners search for, proof placed before the ask, and a short consultation request tested against the full contact form.
Likely benefit:
More consultation requests from readers who were already interested, routed to the right partner.
Proof
Work we can point to.
Burhani Hydroline
The problem:
Burhani Hydroline's website needed updating: poor navigation, slow loading times and no mobile responsiveness held back user experience and engagement, and low search visibility kept organic traffic down.
What we did:
Gully Sales ran market and competitor analysis, then created wireframes and prototypes focused on intuitive navigation and mobile responsiveness, and rebuilt the site with a full product catalogue and e-commerce functionality.
The result:
The study reports faster loading, intuitive navigation and a mobile-friendly design, with the product catalogue and e-commerce functionality supporting better user experience and higher conversion rates. It states no figures.
What counts as the primary conversion, and how do you set the baseline?
The primary conversion is the action that produces revenue or a sales conversation: an enquiry, quote request, booking, demo sign-up or paid order. We agree it with you at the audit, along with any secondary actions worth tracking. The baseline is then measured over a period long enough to smooth weekly swings, after any tracking faults are fixed. Both sides sign off the figures before changes begin, so every later result has an agreed reference point rather than a remembered one.
How long does a conversion rate optimisation engagement take?
It depends on how much traffic the priority pages receive, because that sets how long each test needs to run before a result means anything. A conversion review that stops at the hypothesis register is shorter than a programme that implements and tests changes, and retained work runs in repeating cycles. We give a scoped plan with phases at the audit rather than a fixed duration, and we do not cut a test short to hit a date.
What inputs will you need from my business?
Access to your analytics, ad accounts and content management system; developer access or developer time if Gully Sales does not maintain the site; a list of the conversions that matter; introductions to a few recent customers and lost prospects; and one decision-maker who can approve copy and priorities in a single sitting. During tests we also ask that no unrelated site changes go live, because they would muddy the results.
How is success measured?
Against the baseline, on the metrics agreed at the start: qualified conversion rate, form completion, lead quality as rated by your sales team, page speed, engagement, checkout completion where relevant and cost per conversion. Each experiment is judged on the single metric it was designed to move, over a sample and duration fixed before it started. The periodic report shows the funnel then and now, which tests were kept or reversed, and what confidence each result carries.
What is excluded from scope?
Bringing new traffic to the site, whether through SEO, paid campaigns or content, is separate work under other Gully Sales services. So is a full redesign or rebuild, a new e-commerce platform, and hosting or security. Conversion rate optimisation works on the site you have, with the traffic it already receives. If the audit shows the site needs building first, or the traffic is too low to measure, we say so and recommend the right starting point.
My site does not get much traffic. Can this still work?
Sometimes, and we will tell you honestly which case you are in. A split test needs enough visitors to separate a real change from chance, and many Indian SMB sites do not have that on every page. Where traffic is low we concentrate on the pages that do have volume, use before-and-after measurement over matched periods, and label results with the confidence they deserve. If even that is not workable, the money is better spent on traffic first.
Will you change my site, or just tell me what to change?
Both are possible. Where Gully Sales maintains your website we implement the copy and interface changes ourselves and set up the tests. Where another developer maintains it, we provide exact copy and annotated specifications, brief the developer, check the implementation and run the measurement. Either way, nothing goes live without your approval, and every change is recorded in the experiment log with its result and a keep-or-reverse decision.
How is this different from a website redesign?
A redesign replaces the whole site at once, usually on the basis of taste and a fresh set of assumptions, and you find out whether it worked only after launch. Conversion rate optimisation keeps the site, changes the specific pages and elements the evidence points to, and tests each change before committing to it. It is faster, cheaper and reversible, and it often shows that the redesign was not needed, or tells you exactly what a redesign must fix.
3 more questions
How is this different from a website and user experience audit?
An audit is a one-time assessment: it tells you what is wrong and hands you a list. Conversion rate optimisation includes that diagnosis as its friction analysis, then goes on to write the changes, implement them, test them against the current version and report what moved. If you only want the diagnosis, the conversion review option or the audit service is the right fit, and we will point you to whichever suits your situation.
Do you work on e-commerce checkouts as well as enquiry forms?
Yes. The method is the same for any journey that ends in a measurable action: an enquiry form, a quote request, a booking, a demo sign-up or a paid order. For stores we baseline the path from product page to payment, analyse cart and checkout friction, test changes to delivery, payment and trust elements, and report checkout completion alongside the other metrics. Building a new store is a separate service; improving one you already have is this one.
What happens after the engagement ends?
On a project you receive the baseline, friction report, hypothesis register, experiment log and a hand-over playbook that explains how to keep the cycle running, and the tracking fixes stay in place. Many businesses move to retained optimisation so the tests continue every month with our team. Either way, the knowledge of what your visitors respond to is written down and belongs to you, not to us.
Talk to us
Book a free audit and bring the page that loses the most visitors.
The free audit is a working look at your funnel, not a pitch. If your site needs traffic before it needs optimisation, or a rebuild before either, we will say so and point you to the right place.
No obligation and no sales script
A reply from someone who does the work
Your details are never sold or shared
Get a free audit of how you sell, and a scored report of where the work is.
