top of page

boltworks

Fixing Conversion by Fixing the Journey (Not the Website)

  • Writer: Simran Ahuja
    Simran Ahuja
  • 3 days ago
  • 2 min read

When conversion stalls, most teams look at the website.

That’s exactly what this brand did.

They had healthy traffic.A solid product.Decent UX.

Yet conversion had flatlined — despite multiple CRO experiments and design tweaks.

The assumption was simple: the website needs fixing.

It didn’t.



What We Looked At Instead

Instead of starting with screens, we stepped back and looked at the entire customer journey — from discovery to post-purchase.

What we saw was familiar:

  • Marketing set expectations the website didn’t fully deliver on

  • Product pages informed, but didn’t help customers decide

  • Trust and reassurance showed up too late in the journey

  • Customers reached checkout with unresolved hesitation

By the time users landed on the PDP or checkout, the decision was already fragile.

No amount of button tweaking would fix that.



The Real Problem

This wasn’t a UX issue. It was a journey alignment issue.

The experience wasn’t broken — it was disconnected.

Different parts of the journey were doing their own jobs well, but not working together to build confidence and momentum.



What We Changed

We didn’t redesign the website end to end.

Instead, we:

  • Mapped the full customer journey across discovery, decision, and purchase

  • Identified key hesitation and drop-off moments

  • Prioritised fixes based on conversion and revenue impact, not aesthetics

  • Realigned messaging, reassurance, and decision support across critical flows

Small changes — made in the right places.



The Outcome

Once the journey was aligned:

  • Conversion improved across core purchase flows

  • CRO experiments started compounding instead of stalling

  • Teams stopped debating “what to fix” and focused on execution

The result: ~25% uplift in conversion — without a full redesign or more traffic.



The Takeaway

If conversion isn’t improving, the problem often isn’t the page you’re optimising.

It’s what the customer experienced before they got there.

Conversion isn’t fixed in isolation. It’s earned across the journey.

 
 
 

Comments

bottom of page