CRO Case Study: 163% Increase In Website Conversion Rate - In Just 5 Months!

 

This client is a specialist B2B manufacturer of monitoring equipment, with a B2B Ecommerce website serving commercial customers in the UK and around the world. 

Their website was getting plenty of traffic, with around 2,000 website visits per month, but too few of those visitors were making contact. In particular, they had seen large spikes in traffic to key pages, including the contact page, without a matching increase in enquiries.

Their team felt that product pages were too cluttered, pricing and calls to action were too low down the page, and visitors were not being guided clearly enough towards making an enquiry or requesting a quote.

They wanted an expert, evidence-based approach to identify what was causing the drop-off and improve website conversion without damaging SEO or existing traffic levels.

So we designed a tailored website conversion rate optimisation program, which achieved a massive conversion rate increase from 0.88% to 2.31% in just five months (a 163% increase in website conversion rate)

Here’s how we did it:

A Website Conversion Rate Optimisation (CRO) Programme

We implemented a website conversion improvement programme focused specifically on turning more of their existing website traffic into leads.

This included website conversion reviews and changes, Lucky Orange user behaviour monitoring, regular UX reviews, and an allowance of web development each month to implement improvements.

The plan was built around testing, analysing and refining the user journey rather than making assumptions or one-off cosmetic changes.

The Results

Here are some of the key marketing achievements:

163% Increase In Website Conversion Rate

The biggest result from this programme was the improvement in website conversion rate. Starting from a baseline of 0.88% in March 2025, the website’s conversion rate rose month by month to reach 2.31% by August 2025.

That represented a 163% increase in just five months. The progress was not based on guesswork, it came from a structured process of reviewing user behaviour, identifying friction points and making targeted changes to improve the user journey. These results were reviewed directly with the client during the programme.

Product Pages Redesigned & Optimised

At the start of the project, the client believed their product pages were “upside down”, with too much text at the top, pricing too far down, and key calls to action not visible enough.

We agreed that the answer was not simply to strip out content, because that risked damaging SEO and removing important information that buyers still needed.

Instead, we restructured the pages so that pricing, product options, enquiry buttons and short descriptions were placed much higher up the page, while longer-form technical content was retained in a clearer tabbed format.

This made the pages easier to scan and more persuasive for buyers who wanted to enquire quickly, while still supporting more research-driven visitors.

Implementing Lucky Orange - User Experience Monitoring Software

A major part of the programme was the implementation of Lucky Orange so we could monitor real user behaviour and make decisions based on evidence.

This allowed us to see how visitors were using the site, where they were clicking, how far they were scrolling, which sections were being ignored and which features were engaging users.

For example, the data showed that some important sections were too far down the page, that visitors were actively using the on-site search, and that product tabs and application links were being clicked. This gave us the insight needed to prioritise changes that would have the greatest impact on conversion.

Clearer Calls To Action

Another key improvement was making important calls to action stand out more clearly.

We recommended introducing a contrasting colour for high-priority buttons, and the client was open to making those changes where they would have the biggest impact.

Product page buttons such as Buy Now, Get a Quote and Enquire Now were repositioned to the most visible areas of the page and reviewed from both a UX and B2B sales perspective.

This was especially important because for many of their buyers, requesting a quote was just as important as buying online, since internal purchasing processes often required formal quotations rather than card payments.

Site Search & Navigation Improvements

As the programme progressed, Lucky Orange also revealed useful opportunities to improve the wider browsing experience.

The website search feature was being used, which showed that visitors were actively trying to find products, but the way results were displayed could be more engaging.

We recommended changes to make search results clearer and more conversion-focused, along with homepage and product page adjustments to surface featured products earlier and reduce unnecessary spacing. These are the sort of refinements that help more visitors find the right product faster and take action sooner.

Consistent Website Lead Generation

Alongside the conversion rate gains, the website continued to bring in consistent enquiries. In February, the client reported 46 website enquiries already received since the start of the year, with 36 of those being sales-related questions.

This is particularly important because their business has a high close rate once real conversations begin. The project was therefore not just about increasing online sales, it was about helping more of the right visitors make enquiries and start a sales conversation. 

The Value Of Conversion Rate Optimisation

This case study shows what can happen when you focus on conversion rather than traffic alone. This B2B manufacturer already had website visitors, but too few of them were turning into enquiries. By combining user behaviour tracking, expert UX recommendations and ongoing development improvements, we helped them increase their website conversion rate by 163% and create a much stronger platform for lead generation.

Better conversion rates mean:

• Lower costs per lead and costs per action in PPC/Google Ads
• Improved ROI from SEO, PPC and ALL marketing investments
• Less frustration from website visitors
• More credibility and trust
• Better value for money from all marketing investments going forward 

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