Middletons are specialists in British made mobility products. Having recently undergone a website refresh, Middletons wanted to ensure their site was working as hard as it could before investing heavily in paid traffic.

“The Conversion team at SearchStar has really helped improve user experience and lift our KPI’s on the Middletons website. Their approach isn’t a quick set of tactics, but a carefully thought out process that looks at what customers are doing on site and what areas need improving.

"Their delivery of customer insight, namely user testing, has been invaluable to driving our site improvements. This has ultimately improved the conversion rate on our website.”

Benjamin Kenny, Middletons

The Objectives

Having recently undergone a website refresh, Middletons wanted to ensure their site was working as hard as it could before investing heavily in paid traffic.

They asked our conversion experts to uncover any issues that may impact conversion rates. We were tasked with uncovering friction points in the user journey and highlighting improvements.

Our Approach

Working with a new website meant that there was no meaningful Google Analytics data to draw upon. As a result, our approach was to uncover qualitative insight and obtain valuable user feedback.

Using demographically relevant testers, we discovered a number of significant friction points on the Middletons website. This resulted in changes to a number of pages, as well as form optimisation.

And because we had ensured cross-device testing a number of browser-specific bugs were uncovered. These included everything from simple broken links to faulty buttons key to the user journey.

Finally, to ensure stakeholder buy-in we maintained close communication with the Middletons team, producing user test videos in order to draw attention to specific issues and their expected impact.

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