Fixing a “Leaky” Funnel: A Site Architecture & CRO Strategy
Client: A B2B SaaS company in the “HR tech” space.
Challenges We Faced
The client’s site was fast and responsive, but had a high bounce rate on key pages. Users were “lost” and couldn’t find what they needed:
High Bounce Rate (80%+)
on key “solution” pages.
“Leaky” Funnel
Google Analytics 4 showed users weren’t moving from the blog to the “Demo” page.
Confusing Site Architecture & Navigation
The main menu was a “mega-menu” with 50+ links, causing decision paralysis.
Poor Readability & Content Layout
Solution pages were “walls of text” with no clear headings or CTAs.
Low Visitor-to-Lead Conversion Rate
Their user experience SEO optimization was failing to convert traffic.
Fix Your “Leaky” Funnel
“Getting traffic but no conversions? Our user experience optimization services use heatmaps to find and fix the friction points in your sales funnel.”
Our Approach – How We Solved These Challenges
UI/UX Analysis
We used Hotjar / Microsoft Clarity to watch session recordings and heatmaps. We saw that 0% of users clicked the “Demo” button (it was hidden).
Site Architecture & Navigation Redesign
We simplified their main navigation from 50 links down to 6 “core” links.
We created a clear “silo” (e.g., Blog -> Solution Page -> Demo Page).
Readability & Content Layout
We rewrote their top 5 “solution” pages, breaking up the “walls of text” with short paragraphs, bullet points, and clear H2/H3 subheadings.
Conversion Rate Optimization (CRO)
We moved the “Book a Demo” CTA “above the fold” and made it a bright, contrasting color.
We used UserTesting.com to get real human feedback on the new design.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| Blog-to-Demo Page CTR | 0.2% | 1.5% | +650% |
| Bounce Rate (Solution Pages) | 82% | 45% | -45% |
| Qualified “Demo” Leads (Organic) | 12/mo | 50/mo | +316% |
Free UX & Heatmap Analysis
“Not sure why your visitors are bouncing? Request a Free UX Analysis and let our user experience optimization agency find the leaks!”
Advice for Marketers & Brand Owners
- A fast site is useless if it’s confusing. Site Architecture & Navigation is key to user experience in SEO.
- Use Hotjar / Microsoft Clarity. You must watch real user sessions to find friction points. Don’t guess.
- Readability & Content Layout (e.g., white space, short sentences) is a major UX factor.
- Your SEO user experiencegoal is to guide the user to the next logical step in your funnel.
Extra Factors That Made It Work
- The insights from Microsoft Clarity heatmaps were the #1 driver. Seeing that no one saw the CTA was the key.
- The new, simplified Site Architecture & Navigation fixed the “leaky” funnel.
- Getting qualitative feedback from UserTesting.com validated our new design before we fully launched it.
