Page Speed & Conversion Optimisation (CRO)

High Performance UX: Grow & Convert More Traffic

Don't let a slow site or poor UX kill your ROI.

Here at QueryClick, we combine rigorous user testing with technical page speed optimisation to take the guesswork out of your digital growth.

+52% Incremental Revenue YoY

By building comprehensive Search Query reports for high value phone handsets, and aligning with Organic landing page performance using our Halo reports, we found a conversion opportunity in optimising Category Page content to improve conversion behaviour and align with both the Search Ad CTA and the Organic snippet brand quality CTA.

This alignment in pre-website messaging combined with improved landing page content and call to actions, delivered an uplift of revenue by 52% for the new iPhone handset launch that year.

Why not pick up your handset and organise a call with our team today?

We have driven more than £100,000,000 in search revenue through integrated performance optimisation - using best in class Technical SEO to deliver outsised returns for customer engagement and conversion.

We achieve this by thinking about the conversion journey from the point before it reaches your website. This means considering the paid media ad messaging, or the organic search and AI overview snippet which precedes the website click.

For example, consider this scenario:

A potential customer landing on a product page who has clicked through from a paid media ad offering a daily sale discount only to discover that the sale price no longer applies.

At the same time a different visitor also arrives, who has engaged with a brand message focussed on quality and brand heritage in an AI Overview due to effective GEO/AEO, and then subsequently had been exposed to two or three retargeting ads in their social feed outlining the brand philosophy and ethical stance on paying a fair price for a premium product.

Faced with the same landing page, those two visitors would have exactly opposite conversion outcomes.

Understanding the importance of this segmentation is key for effective conversion outcomes.

Customers Don't Experience Channels in Isolation: Your Agency Shouldn't Either

We embed CRO into Organic, Paid Search, and Social to ensure a joined-up approach to improved revenue generation and overall media ROI.

This requires us to follow these core principles in all conversion optimisation projects:

Data & Analytics: Every recommendation is informed and prioritised by a detailed understanding of your web analytics and segmented customer behavior.
Page Speed Dashboards: Real-time monitoring flags performance declines early, ensuring your site represents a solid technical foundation for efficient revenue generation.
Behavioral Mapping: Where required, we use heatmaps and session recordings to paint a full picture of where your website is leaking revenue opportunity.
Continuous Testing: Run A/B testing at scale to ensure you adopt the right approach based on actual customer interactions.

An imagined conversion journey travelling through marketing touchpoints in the See Think Do Care framework. — Customer conversion does not start on the website or app. Instead a complex series of interactions with your marketing messaging influences their expectation before hitting a landing page.

Google shared the impact on bounce rates generated by poor page load times in their Think with Google series.

This is our core method for prioritising a conversion optimisation strategy which is pursued in parallel with establishing strong technical foundations.

Is Friction Costing You Thousands in Wasted Ad Spend?

The often overlooked technical challenge of making a page performant is not just a critical SEO ranking factor that stretches back over the last 20 years, but also one of the least well handled challenges by modern websites today: page load times.

Did you know the average page speed of websites is getting worse over time, not better? This despite the benefits of speed being well understood in case study after case study. For example, Google summarised the impact of conversion concisely in their Think with Google insight series:

Indeed, page speed is easily the most impactful SEO performance ranking factor, as has been discussed at length over the last two decades by our founder Chris Liversidge:

Chris Liversidge CEO of QueryClick & Corvidae

Page Speed is easily the most valuable resource a modern SEO has in their toolkit to influence rankings and SERP conversion behaviour.
As was revealed in the massive Google algorithm leak in May 2024, one of the most influential ranking factors is page speed - but there is a further compounding factor: SERP behaviour.
This leak also confirmed the cardinal value of SERP clickthrough behaviour on rank positions which I have been advocating for as a key ranking factor since 2006. Put simply: if someone clicks through to your site, then within a short period of time they click another search result and don't return then your are seen to be a poor result and will see your ranking ability capped to prevent top three ranking - and likely an inevitable slide down the rankings over time.
And the key driver of bounce rates? Page speed.
It is fair to say that the number one technical opportunity for every website and app today is this: speed! And lots of it.
— Chris Liversidge: CEO & Founder @ QueryClick

So, if we are to tackle this critical issue, we need to understand the key signals to look for.

Fortunately, Google has also provided tools to do so, and a guide to the most impactful metrics that effect conversion behaviour. They are collectively named 'Core Web Vitals', and the three most important components are:

Google's Core Web Vitals: Largest Contentful Paint (LCP)
Google's Core Web Vitals: Interaction to Next Paint (INP)
Google's Core Web Vitals: Cumulative Layout Shift (CLS)

Google's Core Web Vitals: Largest Contentful Paint (LCP)

Google's Core Web Vitals: Interaction to Next Paint (INP)

Google's Core Web Vitals: Cumulative Layout Shift (CLS)

Taken together, delivering a DOM load state that returns in under 3 seconds has been Google's recommended page speed target for the last decade - based on that being the threshold that typically a web visitor would start to notice the delay and consider 'bouncing' from the page and trying a different one - likely going back to a search result page and, yes, clicking on your competitor's listing.

In reality this is a target that is assessed for mobile devices under median 3G data connection conditions - adding a huge extra challenge for speed. And that subtlety explains why, in reality, for desktop page load times you should aim for under half a second or less - no excuses!

-95% Bounce Rate for Organic Traffic

When QueryClick took over SEO for Temperley London, one of the key challenges faced was very poor traffic engagement.

By reviewing entry points in GA4, QueryClick were able to establish a connection with Category Page content and poor conversion behaviour.

By refactoring this content to better pre-qualify for Temperley's particular luxury proposition and higher LTV customers we were able to dramatically improve conversion behaviour, delivering a reduction of 95% in bounce rate for traffic entering from these key website pages.

Building a Technical Workflow to Convert Revenue

Here are the key causes of worsening page conversion rates:

QueryClick Team Members on Laptops Window Behind — QueryClick's team are experts in identifying critical CRO opportunities which drive revenue

Technical Latency: Page speed declines that creep in over time, causing users to bounce before they even see your offer. Technical debt or under-investment in development resource and web architectures are the key factor here.
Hunch-Based Decisions: Making UX changes based on gut feelings or personal opinion rather than robust data and session recordings targeting your different customer types (yes, you have many more than one customer type).
Disconnected Funnels: Landing pages that don't align with the See-Think-Do-Care customer journey.

Work with our UK based team to diagnose and fix your page performance and supercharge conversion rate optimisation with QueryClick.

Client Experience

QueryClick Team Member Pointing with Pen — Our framework for success allows you to build solid foundations and data accuracy ahead of testing.

Our Road-Map to Seamless Online Experiences

We follow a framework for developing all aspects that can affect conversion by thinking about the stages of a customer's experience with your media and web properties.

This breaks down to three phases:

Phase 1: Fix Foundations - Implementing technical page speed best practices and Information Architecture (IA) improvements.
Phase 2: Solidify & Personalise - Use customer segmentation to better target online experiences for different audiences where complex or subtle messaging differences exist.
Phase 3: Expand & Optimise - Continuous landing page optimisation to maximise engagement and long-term brand equity.

We work across common testing platforms, including Adobe Experience Manager, Tealium, Google stack, and most common CRM systems such as Salesforce and Hubspot.

If you have a custom setup please enquire and request a free technical discussion to scope out your specific requirements before making any commitment.

Oh, and if you are concerned that your scoping session will be with an expert who won't be involved in delivery: that's not the QueryClick way - you will have direct access to your team at all times, and your strategy specialist will be leading your work through to successful delivery - saving you time, and ensuring consistent performance outcomes.

+41.6% Transaction Uplift

By redeveloping gifting guide content and re-architecting the ToysRUs website, QueryClick's CRO team were able to deliver an uplift of 41.6% in transactions.

By matching content to Top of Funnel (ToF) customer intent, we better pre-qualified traffic and reaped the benefits in conversion rate improvement. Find out how you could improve too.

Improve Homepage Conversions by 19%

Whittard of Chelsea approached us to review homepage landing experience after a new site migration.

By taking a data-led approach, QueryClick were able to implement a range of adjustments to landing page UX and IA (information Architecture) which dramatically improved conversion behaviour site-wide and in particular improved conversion rates for journeys entering at the homepage by 19%.

Speak to our team to get a view on how we could help you today.

9.1% Improvement in Conversion Rates

Working with QueryClick, Big Bus Tours' webform conversion path and booking engine were refined in a series of holistic conversion refinements to allow customers to more easily discover the most relevant booking options for them.

This resulted in a conversion rate improvement of 9.1% across all web conversions, delivering a significant revenue uplift.

Measuring Success: Auditing Tags & Capturing Conversion

Typically, CRO challenges come alongside uncertainty around accurate measurement. Our team of experts will audit and confirm you are truly capturing the events that count across your activity, and will ensure we have clear agreed success measures ahead of any testing process.

Read more about our Analytics and Data Insights services for a more thorough performance audit process and to get a true handle on what works and what doesn't in your marketing mix with Corvidae AI.