Website conversion review
A clearer route from interest to enquiry.
How a service business could investigate mobile enquiry friction and give its delivery team a practical brief.
- Customer journey
- Review friction
- Test changes
Proposed approach for this illustrative scenario.
A hypothetical service business is concerned about the quality and number of website enquiries. The team has competing ideas about what to change, but limited evidence connecting those ideas to customer behaviour.
The starting point
Visitors can find the services, but it is not obvious which one fits their situation or what happens after they enquire. These are questions to investigate, not evidence of a particular conversion problem.
How we would approach it
Walk through three agreed customer journeys on desktop and mobile. Review the available analytics where access and sufficient data exist, and compare those findings with customer questions and team observations.
Prioritise the ten most useful findings and prepare two example improvements. Explain the evidence, uncertainty and suggested next action for each priority.
- Screenshots showing the specific moments of friction
- A prioritised brief for the team or development partner
- Two example improvements and an owner briefing
What we would measure
Agree the baseline before changing the journey. Where data allows, review enquiry completion, errors and the relevance of enquiries received. With low traffic, use direct customer feedback and avoid claiming a reliable uplift from a handful of visits.
How support could continue
Help the team clarify requirements, review proposed changes and assess the result after release. Development and continued delivery support would be commissioned separately.