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Website: winleads.digital

This case study is based on practical applications of authoritative research covering UX, persuasion science, neuromarketing and other websites’ optimization results.

Digital lead generation and sales summary

Your website could generate meaningfully more business leads for your “reseller” segment.

The number of leads depends on conversion rates and traffic. Conversion rates, paid traffic and tools are the main topics of this study and there seem to be several areas for improvement on your site. Following are some examples.

Design and layout of your homepage (UX) negatively impact conversion rates through inefficient use of the “above the fold” section, navigation structure, and insufficient optimization for mobile devices.

Overall website copy could be improved by more focus on the user, enhanced and added articulation of benefits of your products, and mainly by the addition of proof of those benefits.

Paid website traffic is absent and organic is not optimized. Competition leverages paid ads.

Lead generation tech stack is heavily underutilized compared to the competition.

You are doing exceptionally great with speed performance.

The website has nice and original visuals and strong positioning statements so it seems it might be doing a good branding job.

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Improving UX of the homepage

GO UP

Your homepage should more clearly communicate reasons to buy (value proposition).

It takes around 11 seconds to read the four sections of the first screen of your homepage. Yet it does not address any critical pain points or benefits for the user which would grab the attention of your visitors.

The following heatmap approximates the “attention map” of your visitors. It differs from an optimal heat map significantly. An optimal heatmap would show a balance of focus on content informing the user on: 1) “what is the page about” 2) “why should I stay” and 3) “where should I go next”. This should be in the form of a “grabber” and well-designed navigation. Sometimes it makes sense to also add an option to push the visitor to the next stage of a sales funnel.