A major financial institution had years of website content piling up - repetitive pages, confusing navigation, and regulatory requirements they couldn't cut but knew were slowing people down.
Before rebuilding anything, they tested the actual customer journey to see what information mattered and what created friction.
Within weeks, they had a clear map: which content to keep, how to structure it, and exactly where compliance language belonged without derailing conversions. Sales started getting the qualified leads they'd been asking for, and the team stopped building prototypes based on gut feel.
The service behind this story
Conversion Optimization
Where buyers stall, what they still need, and in what order.
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