Working on website conversion optimization is often seen as something abstract — you tweak a few buttons, test some headlines, and hope for improvement. But in reality, meaningful results rarely come from isolated changes. They stem from a systematic approach to the user journey and how you engage your audience. This case study is about how we increased a website’s conversion rate from 1.7% to 2.2% in just three months — without a redesign or increasing the traffic budget.
Aliaksei
Our client was a B2B company offering logistics services. The website already had a stable flow of traffic from organic search and paid ads. The main issue, however, was that most users were leaving without submitting a request. And the few leads that did come in were poorly qualified and often didn’t match the target audience. The client’s goal wasn’t just to get more leads — they wanted better ones: relevant inquiries that wouldn’t waste their sales team’s time.
We began with an audit of the user journey. It became clear that entry points and key pages weren’t aligned in terms of messaging. Users arrived with a specific intent, but the landing pages didn’t reflect or confirm their expectations. This caused frustration, reduced engagement, and led to early drop-offs. We restructured the headlines and how value was communicated in the above-the-fold area — all while preserving the site’s visual identity and branding.
Next, we focused on the lead capture forms. Instead of relying on a generic “Submit a request” form, we introduced tailored micro-forms for different scenarios. On commercial pages, users could “Request a quote”; on service pages, “Get a consultation”; and on informational pages, “Ask an expert.” This significantly lowered user resistance and made the first step feel easier. We also implemented automatic lead segmentation in the CRM and connected each form to a dedicated processing flow within the sales team.
At the same time, we ran a series of A/B tests. We didn’t make radical changes to the site — instead, we tested variations of calls to action (CTAs), rewrote copy to better address real customer pain points, and added trust-building elements like certifications, mini-case studies, and testimonials. These elements didn’t clutter the interface, but they removed friction. With each testing cycle, we saw higher engagement, more form interactions, and increased page depth.
The result was a systemic transformation of the user journey. We didn’t chase big overhauls; we consistently optimized key interaction points. After three months, the site’s average conversion rate had increased by 30%, and the share of qualified leads nearly doubled. The sales team reported that more inquiries were “warm,” and scripts were performing better because leads were already partially educated and engaged.
This case confirmed an important lesson: conversion growth isn’t about flashy design — it’s about meaning. When you align user expectations with content structure and a smooth path to action, your website becomes a true sales tool, not just a digital storefront.
