Conversion and journey optimisation finds where people hesitate or give up on the journeys that make you money, then fixes those steps. I don’t redesign everything. I focus on the sign-up, checkout, quote or contact steps that matter most, and measure whether the changes work.
What conversion and journey optimisation is
Every website or product has a few journeys that drive revenue or enquiries. Small points of friction in those journeys, like a confusing form field, an unclear price or a missing reassurance, quietly cost you customers every day. Conversion and journey optimisation uses your data and real user behaviour to find those points and design better versions of them.
It’s the core of what I call Experience Optimisation: improving what matters instead of rebuilding everything.
Who it’s for
- Businesses whose website gets traffic but not enough enquiries or sales.
- Online shops and booking sites where people drop out at basket, checkout or payment.
- Financial services and fintech, where onboarding, applications and identity checks lose customers.
- B2B SaaS teams who want more sign-ups to become active, paying users.
- Anyone considering a full redesign who wants to know whether targeted improvements would do the job for less.
What’s included
- Analytics and funnel review to see where people drop out and how many.
- Journey mapping of your key flows, step by step.
- Friction and drop-off analysis to understand why people stop, not just where.
- Redesigned screens and content for the priority steps.
- An A/B test plan and success measures, so you can prove what worked.
How it works
1. Assess. I review your analytics and walk through each key journey as a customer would, looking at UX, content, trust signals, performance and accessibility.
2. Report. I rank the problems by customer impact, business value and effort, so you know which changes are likely to make the biggest difference first.
3. Improve. I design the improvements, work with your team to put them live, and help you measure the results.
Results
- 28% average increase in conversion after Experience Optimisation.
- 20 days average from audit to delivery.
- 100% of clients say the process worked and would choose Layer2 again.
Want the thinking behind it? Read why improvement often beats a full redesign and what Experience Optimisation is.
Questions people ask
Is this the same as a redesign?
No. A redesign replaces everything, often at high cost and risk. Conversion optimisation targets the specific steps where you’re losing people, so you get results sooner and keep what already works.
What do you need from us to get started?
Access to your website or product, view-only access to your analytics, and time with the people who know your customers best, such as sales or customer service.
Do we need lots of traffic to run A/B tests?
A/B tests need enough visitors to give a reliable answer. If your traffic is lower, I use usability testing and analytics to decide what to change, then measure the before and after.
How long does it take?
It depends on how many journeys are in scope. We agree the scope and timeline before work starts. The average from audit to delivery is 20 days.
How much does it cost?
It depends on the number and complexity of the journeys. After a short call, I’ll give you a clear scope and quote before any work begins.
Do you only work in Dorset?
No. I’m based in Gillingham, Dorset and work with clients across the UK.
Next step
Tell me which journey is underperforming and what you’ve noticed so far. Get in touch and I’ll reply within 1 working day.