UX & Conversion Optimization
Turn Visitors Into Buyers and Customers Into Advocates.
Your website might look good, but does it work the way your users need it to? And more importantly, does it convert? At Marcel Digital, we combine UX strategy and conversion rate optimization (CRO) to help B2B organizations turn clicks into conversations, forms into qualified leads, and engagement into results.
Whether you're redesigning a site or optimizing a high-performing page, we make sure every interaction moves users closer to action.
Why UX & CRO Matter in B2B
B2B websites aren’t just brochures, they’re sales tools. Your buyers are busy, skeptical, and doing most of their research before they ever talk to sales.
Strong UX and CRO help you:
Guide decision-makers through complex info with clarity
Reduce friction in key conversion paths like demos or contact forms
Earn trust through intuitive navigation and content hierarchy
Increase qualified leads, demo requests, and engagement from the right audience
We focus on practical improvements that impact your bottom line, not just surface-level design.
The Problems We Solve
If your site looks great but doesn’t drive action, we dig in and fix what’s holding it back.
High traffic, low conversions?
We identify where users drop off and why, and test solutions to fix it.
Cluttered or confusing user journeys?
We simplify navigation, messaging, and page layouts to guide users where they need to go.
Weak lead generation performance?
We optimize forms, CTAs, and landing pages to capture more qualified leads without guesswork.
No testing in place?
We build a CRO roadmap and implement A/B testing to continuously improve performance based on data
Our Approach
We blend UX best practices with experimentation and analytics to create user experiences that are simple, effective, and performance-focused.
UX Audits
We review your site from a user and conversion standpoint - spotting friction, confusion, or dead ends.
Funnel & Behavior Analysis
Using tools like GA4, Hotjar, and CRM data, we identify drop-offs, missed intent, and areas of opportunity across your core journeys.
Wireframing & User Flow Optimization
We map and restructure high-impact pages and flows, so users get what they need faster, with fewer clicks.
A/B Testing & CRO Execution
We design and execute experiments that test layouts, messaging, and CTAs, so improvements are based on real data.
Lead Form & CTA Optimization
We make sure your key conversion points are visible, relevant, and friction-free across devices and personas.
Built for Teams That Want More From Their Website
Your website should work as hard as your sales team. Marcel Digital helps B2B marketers and growth teams create high-performing experiences that drive measurable results, without the guesswork.
Frequently Asked Questions
Not necessarily. We often start with optimization, making small, strategic changes that deliver big impact without a full rebuild.
We use a combination of analytics, user behavior insights, and experience to prioritize the highest-impact opportunities first.
Yes. CRO and UX are core to our lead gen strategies. We optimize CTAs, forms, and user flows to improve quality and volume of leads.
We commonly use GA4, Hotjar, Google Optimize (or other testing platforms), HubSpot, BigQuery, and CRM data, depending on your stack.
Hear from our happy partners
We've been with Marcel Digital for over 14 years and they have helped us grow our organic traffic by leaps and bounds. This year our organic traffic was up by over 19% and continues to grow. I would highly recommend them as SEO strategists and Google Analytics consultants.
Michael Vedders
Director of Marketing, Bethel University
Marcel Digital is simply the best Digital Marketing agency. We hired them years ago, and I can't say enough amazing things about their dedication to the field, to my team, and their phenomenal leadership team. Top-notch professionals all around.
Kim Rafalowitz
Dir. of Global Marketing, Worldpoint
I went with Marcel Digital over a larger - and much higher priced - competitor and it's one of the best decisions I've made. Marcel Digital are lovely people to deal with, extremely knowledgeable and approachable and willing to take the time to examine possible solutions that differ from how they would normally proceed. I value the partnership with their company and am planning on having our company be a client of theirs for years to come. Can't recommend them enough.
Michael Duquet
Director, Web Strategy, Absolute Software
Having a partnership with Marcel Digital has been a lifesaver for our business. We could not be happier with their work ethic, attention to detail, and superior expertise. I highly recommend them if you are looking for a talented, and trustworthy partner!
Diane Locher
Director of Sales and Marketing, Precision Medical
We have been using Marcel Digital for the past few years. We attribute our growth to the staff at Marcel and have embraced them as part of our company. Their insight and attention to detail have been indispensable. They take a personal approach to our products and processes and see our success as their own. We highly recommend Marcel!
Rob Dunbar
Marketing Manager, Lightmart