Optimising Website & Landing Pages for Conversion Performance
Healthcare Sensory Solutions
About the client
With a differentiated product and a growing social media presence driving real traffic to the site, the opportunity existed to significantly improve how that traffic was converted turning website visits into meaningful inquiries and purchases.
INDUSTRY
Wellness / Sleep Products
LOCATION
United States
NICHE
Healthcare Sensory Solutions
YEAR
2025
THE CHALLENGE
Addressing low visibility and underperforming campaigns to unlock scalable growth.
The Challenge
Despite strong social media traction generating genuine high-intent traffic, the Shopify website was not equipped to convert that interest effectively. The site was losing potential customers at critical points in the funnel, and without proper tracking in place, there was no clear picture of where or why drop-offs were occurring.
Key challenges included:
- No reliable tracking or event measurement in place, making it impossible to understand user behaviour, identify friction points, or make data-informed optimisation decisions.
- High-intent visitors were consistently bouncing at the inquiry stage, creating significant funnel leakage and preventing social interest from converting into qualified leads.
- Page layouts and content were not aligned with the expectations of users arriving from social and search channels, leading to poor engagement and high exit rates.
- The absence of cross-channel tracking visibility prevented the team from connecting on-site behaviour back to specific traffic sources or campaign performance.
Objective
The goal was to transform the Shopify website into a performance-ready conversion funnel capable of supporting growth across all channels. Specific targets were defined as:
Specific goals were defined as:
- Achieve a 50% or higher engagement rate across key pages.
- Optimise the inquiry form to capture at least 15% of total site traffic.
- Extend average session duration to 45 seconds or more on informational pages.
- Implement reliable cross-channel tracking to enable accurate measurement of user behaviour and funnel performance across social, SEO, and direct traffic.
SWOT ANALYSIS WEBSITE & CONVERSION FUNNEL
Strengths
High-intent social and organic traffic already reaching the site, combined with a compelling, differentiated product story that resonated strongly with the target audience.
Weaknesses
Absence of analytics tracking and high inquiry drop-off rates limited both insight into user behaviour and the ability to improve conversions without guesswork.
Opportunities
Strong potential to convert existing site traffic into a high-performing lead generation funnel through targeted UX improvements, clearer calls-to-action, and better page-level engagement.
Threats
Users encountering friction were likely to navigate away to competitor sites with cleaner, more conversion-optimize landing pages losing hard-won traffic to better-prepared alternatives.
STRATEGY & EXECUTION
Homepage & Core Page Redesign
- Redesigned the homepage to better reflect user intent and align messaging with what visitors had already seen through social and search channels. Following optimisation, the homepage handled 6,677 sessions with an average time on page of 48 seconds exceeding the 45-second benchmark target.
- Improved product page layouts and content depth, resulting in an average time on product pages of 44 seconds, indicating stronger user engagement and reduced premature exit rates.
Inquiry Funnel Optimisatizon
- Streamlined the inquiry form experience to reduce friction at the most critical conversion point in the funnel. The inquiry page received 1,982 sessions, with form traffic accounting for 15.37% of total sessions meeting and marginally exceeding the 15% capture target.
- Added high-intent informational content to support user decision-making. An assembly-focused page recorded an average session duration of 2 minutes and 3 seconds, reflecting the depth of engagement achieved through purposeful content placement.
Social Spike Capture & Audience Alignment
- Built optimised landing experiences specifically designed to capture traffic surges from social media campaigns including the notable 147% activity increase recorded around 23 February ensuring that viral moments translated directly into on-site engagement and inquiries rather than wasted impressions.
- Aligned on-site content and messaging with the urban US audience profile to match the location-based expectations and purchasing context of the brand’s core buyer demographic.
PROCESS
01
UX & Design
Wireframed and implemented cleaner, more purposeful page layouts with clearer calls-to-action and strategically placed trust elements across the homepage, product pages, and inquiry pages. Every design decision was made with the goal of reducing cognitive load and guiding users naturally toward conversion.
02
Analytics & Tracking Implementation
Implemented comprehensive event tracking across all key user actions, providing for the first time a reliable, accurate picture of engagement levels, drop-off points, and conversion behaviour at each stage of the funnel. This data infrastructure became the foundation for ongoing optimisation decisions.
03
Full-Funnel Journey Design
Mapped and built connected user journeys that linked social media discovery, SEO-driven visits, and on-site behaviour into a single, cohesive path toward inquiry and purchase ensuring that users arriving from any channel encountered a consistent, well-structured experience designed to convert.
PERFORMANCE RESULTS
The website optimisation programme delivered measurable improvements across every key performance indicator, with all primary targets met or exceeded.
Active Users
+37.6% growth in site activity
%
Engagement Rate
Across 6,801 engaged sessions
Avg. Time on Site
Inquiry traffic: 15.37% of sessions
%
US Traffic Share
+46% growth in US visitors
The 52.73% engagement rate across 6,801 sessions comfortably surpassed the 50% target, reflecting the direct impact of UX improvements on how users interacted with the site once they arrived.
Inquiry traffic reaching 15.37% of total sessions confirmed that funnel streamlining was effective with the inquiry form now capturing a meaningful proportion of site visitors rather than losing them at the final step.
The 46% growth in US-based visitors, bringing the US traffic share to 76.6%, validated the audience alignment strategy and demonstrated that optimisation efforts were successfully attracting and retaining the brand’s core buyer demographic.