UX & Conversion Optimization

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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.

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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.

1

UX Audits

We review your site from a user and conversion standpoint - spotting friction, confusion, or dead ends.

2

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.

3

Wireframing & User Flow Optimization

We map and restructure high-impact pages and flows, so users get what they need faster, with fewer clicks.

4

A/B Testing & CRO Execution

We design and execute experiments that test layouts, messaging, and CTAs, so improvements are based on real data.

5

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.

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FAQs

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.

Ready to get started?

 

Let’s find the right solution for your business today.