# Golden Owl Solutions — Conversion Rate Optimization & Funnel Analysis **Client domain:** B2B software development agency · **Data:** GA4, Hotjar, HubSpot **Period:** 1 January – 31 July 2025 **Stakeholders:** UX/UI, CRO, Marketing > Markdown transcription of the 19-slide CRO proposal. > The original deck was delivered in Vietnamese; this is a faithful English transcription. > Original deck: > > **Note:** two slides from the source deck are withheld here because they contain real lead names, > phone numbers and company details. Their findings are described in text instead. --- # Part 1 — Analysis ## 1. Traffic source and page type **By source (GA4, 1 Jan – 31 Jul 2025):** | Source | Sessions | Share | |---|---|---| | Organic Search | 1,041,476 | **76.4%** | | Direct | 145,284 | 10.7% | | Unassigned | — | 5.6% | | Organic Social | — | 2.0% | Organic Search is the dominant traffic source, confirming SEO effectiveness. Direct at 145,284 sessions reflects reasonable brand recognition and a returning audience. **By page type (organic search only):** URLs were grouped into Blog, Homepage, Services, Portfolio, Contact, GOS and Others. | Page type | Sessions | Share | |---|---|---| | **Blog** | 987,856 | **94.8%** | | Homepage | — | 2.4% | | Others | — | 1.6% | | GOS | — | 0.5% | | Services | — | 0.16% | | Portfolio | — | 0.16% | | Contact | — | 0.08% | **Conclusion:** Organic Search brings the majority of traffic, but it concentrates almost entirely on the Blog. Traffic to page types capable of direct conversion — Services, Portfolio, Contact — is very low. A stronger navigation strategy from Blog into these pages is needed to exploit the organic traffic. ![Traffic by source](../../assets/images/marketing/gos-cro/gos-cro-03.jpg) ![Organic traffic by page type](../../assets/images/marketing/gos-cro/gos-cro-04.jpg) ## 2. User flow (GA4 path exploration) - Users from Organic Search typically start on a Blog page (e.g. `/blog/ai-stock-trading…`, `/blog/ai-voice-assistant…`, `/blog/patient-portal-so…`), then navigate to some Services or Portfolio pages, and only then reach Contact Us to submit a form. - A small number go **directly from blog → contact-us** without visiting a service page. - There are indirect flows via `/about-us` or `/portfolio` before contact-us, showing users want to learn more about the company and its capability before making contact. **Major blocker:** not many users click from blog into Services before making contact — consistent with the low blog → service navigation rate. ## 3. Navigation from Blog Despite dominating traffic, navigation from Blog into conversion-generating pages is **extremely low — ≤ 0.11%**: | Destination | Sessions from blog | Rate | |---|---|---| | Contact | 1,061 | 0.11% | | Service | 990 | 0.10% | | Homepage | 898 | 0.09% | | Portfolio | 397 | 0.04% | *(Blog base: 987,856 sessions)* **Conclusion:** the Blog delivers enormous traffic volume but is not being exploited for conversion. Priority must go to traffic-routing strategy — prominent CTAs, strategic internal links, embedded case studies and contact forms — to turn blog visits into leads. --- # Part 2 — Recommendations ## 1. Change the blog sidebar layout **Current:** the right sidebar holds a table of contents and social share buttons. **Proposed:** - **Add a left sidebar** — table of contents, plus a banner + CTA promoting company services or products, linking to service or portfolio pages relevant to the article. - **Right sidebar** — a short form with 4 basic fields (Name, Email, Phone, Request) so users can submit easily, plus a service-quality commitment. **Requirement:** a CMS so the SEO team can change images and text for each A/B test. ## 2. Add banner CTAs inside blog articles **Current:** blog articles have no banner or direct CTA leading readers onward. **Proposed:** add banners directly inside articles containing title, description, CTA button (with link) and image. Banner position should relate to the relevant service content; the content team can customise placement of both the banner and the CTA button. **Requirement:** CMS control for A/B testing. ## 3. Rework the "Subscribe for Blog" form **Current:** the subscribe form at page bottom is not really necessary and is ineffective at driving conversion. **Proposed:** convert it into a large banner similar to in-article banners — promoting services or products, showing client logos, linking to portfolio pages, with CTA + image + title + description. ## 4. Add an exit-intent popup **Current:** the website has no popup, losing opportunities to capture users and create conversions. **Proposed:** show a popup before the user leaves, appearing after **1/3 of the average interaction time** for each page group (service page, homepage, portfolio, blog) — avoiding an immediate popup that disrupts experience. Two popup types: - **Service, Homepage, Portfolio** — a form with Name, Email, Phone, Request. - **Blog** — CTA and poster linking to Service/Portfolio pages. ## 5. Fix the Services tab layout in the header **Current issues:** - **UI bug** — services are not aligned, which looks unpolished. - **Too many services (16)** — confusing, and hard to find the service of interest. - Services sharing an insight or relationship are not grouped. **Proposed:** - Group related services (e.g. Web Development, Mobile Development and Development Team in one column). - Highlight the key services. - Highlight the Service and Portfolio tabs in the header. ## 6. Optimise form performance **Current:** a GA4 event capturing unsubmitted forms shows a meaningful number of users filling in fairly complete information (name, email, phone, company) but **not completing the submit action**. This loses conversion opportunities from users who appear interested and are willing to provide information. **Hypotheses:** - Too many or unclear fields make users feel the process is noisy or inconvenient, so they leave without submitting (even for non-required fields). - **Lack of assurance** — without a clear commitment on how information will be used, users hesitate to provide personal data. - The call to action is not strong enough. **Proposed:** - Reduce the number of required fields. - State a clear commitment on how the information will be used. - Add a stronger, more persuasive CTA. ## 7. Revise the Portfolio page **Current:** the Portfolio page is one of the most important pages for conversion decisions, but the current interface is not optimal. With many portfolio items, users often do not scroll to the end and may miss important projects. **Proposed:** - **Highlight featured projects** — 2 main portfolios displayed prominently at the top of the page. - **Highlight numbers** — surface standout project figures. - **Grid display** — 2 projects per row, with image, short description, title and key metrics. - A strong CTA. ## 8. Improve the Portfolio — Project page **Current:** project pages have no CTA, banner or form allowing users to convert (request consultation or service). No testimonials from previous clients. **Proposed:** - Add a banner CTA. - Add a form at the end of the page. - Add testimonials. - Add a section showing other related projects. ## 9. Optimise the Homepage **Current (Hotjar heat map):** - The "We offer comprehensive software solutions" section receives a lot of user attention — users **click the service tiles, but there are no links attached**. - There is **no link from the Homepage to Service/Portfolio pages** other than the header and footer. - → Conversion rate drops significantly because no button supports the user journey. **Proposed:** add links to the service tiles. **Scroll behaviour:** the three sections *We offer comprehensive software solutions*, *Technologies we use* and *Trusted by hundreds of businesses so far* attract more interest **despite only 40% of users scrolling that far** (70% reach the section above). **Proposed:** reorder sections to move high-interaction sections up, and add a suitable CTA to each section. **UI issues identified:** - Empty layout where users cannot tell what is clickable; images do not match the content → UX/UI not optimised. - Content not optimised to convert customers. - Layout not aligned; "Technologies" content not standardised for the software development industry — should list Ruby on Rails, JavaScript, etc., with each tile linking to the corresponding technology landing page. ![Homepage click heatmap](../../assets/images/marketing/gos-cro/gos-cro-27.jpg) ![Homepage scroll and click heatmap](../../assets/images/marketing/gos-cro/gos-cro-28.jpg) ![Technologies section heatmap](../../assets/images/marketing/gos-cro/gos-cro-29.jpg) ## 10. Proposed new sitemap The proposal closes with a full sitemap restructure rather than page-level fixes alone. ![Proposed sitemap](../../assets/images/marketing/gos-cro/gos-cro-31.jpg) --- ## Outcome | Metric | Result | |---|---| | Lead form conversion | **+15%** | | Site conversion rate | **0.6% → 2.1%** | --- ## Limits - The conversion improvement reflects the full roadmap plus concurrent marketing activity; no controlled experiment isolates each change. - Heatmap data is a behavioural sample, not a census of all sessions. - Lead-level screenshots from the source deck are withheld because they contain personal contact data.