The website had plenty of visitors and plenty of opinions about what needed fixing, but no evidence. A structured experimentation programme replaced the guesswork and lifted demo conversion by 27%.
A B2B SaaS company was generating significant website traffic, but relatively few visitors were progressing from product pages through to a demo request. The company had opinions about what needed improving, informed by experience and instinct, but little evidence to validate any of them.
Every proposed change was a judgement call, and judgement calls are hard to prioritise against each other when everyone in the room has a different one.
The brief was to replace opinion with evidence, and turn that evidence into a repeatable process rather than a one-off redesign.
We started with GA4 behavioural and conversion data to find the highest-value pages and the biggest drop-off points in the funnel, then layered in session recordings and user behaviour research to understand why, not just where, visitors were dropping off.
That combined view became a prioritised experimentation roadmap: messaging, CTAs and page structure tested with clearly defined success metrics, with every result, win or lose, feeding back into the wider acquisition strategy.
Quantitative analysis of on-site behaviour and conversion data to find the highest-value pages and the biggest drop-off points.
Qualitative research layered on top of the numbers, to understand why visitors were dropping off, not just where.
Findings turned into a ranked backlog of tests, each with a clear hypothesis and a defined success metric.
Alternative messaging, CTAs and page structures tested with proper statistical rigour, not shipped on instinct.
Every result, win or lose, fed back into the wider acquisition strategy rather than filed away.
Demo conversion rate increased by 27%, and qualified leads rose by 19% over the same period. The process also surfaced several underperforming landing pages, which were subsequently redesigned based on what the testing had already proven worked.
Rather than a single redesign, the company now runs an ongoing experimentation programme, feeding a continuous stream of evidence back into acquisition strategy instead of relying on opinion between redesigns.
Increase in demo conversion rate
Increase in qualified leads
Experimentation programme, replacing one-off CRO projects
The same process works for any high-traffic site that isn't converting what it should: behavioural analysis, qualitative research, and structured testing with clear success metrics.
GA4 data to find where and how visitors are dropping off.
Session recordings that explain the why behind the numbers.
Sequenced experiments with valid runtimes and clear metrics.
Results feeding continuously into acquisition strategy.
That gap between visitors and demos is usually explainable, and testable. We'll help you find out what's actually happening before you redesign anything.