Boost website conversions with real user feedback

A framework for solving conversion challenges

Step 1: Address high bounce rates

When your analytics show a high drop-off rate on a specific page, your first instinct may be to tweak the layout, rewrite the content, or run an A/B test. 

But without understanding why visitors are leaving, rooted in real customer insights, you’ll be left guessing.

How to test it

• Run a usability test focused on first impressions. Guide users to the page and ask:
  • What are you expecting to see here?
  • What’s your first impression of this page?
  • What would you click on next?
  • Are you confused? If so, about what?
• Use think-aloud testing: listen to users’ real-time reactions as they navigate the page
• Combine behavioral data with qualitative insights: heatmaps can show where users drop off, but customer feedback tells you why.

Without this kind of testing, your next step will be pure guesswork: A/B testing a hypothesis, waiting for results, and likely having to test again because your initial assumption was wrong. Real user feedback eliminates that inefficiency.

Step 2: solve complex navigation issues

A confusing navigation structure forces users to hunt for what they need. If they can’t find it quickly, they leave.

How to test it

• Conduct a tree test: evaluate whether users can easily find key content in your site structure
• Run a card sorting study: understand how users categorize information—this helps ensure your menu labels and structure align with how visitors think
• Test a specific task: watch users perform a specific task, like: “Find the pricing page” or “Locate the support center" to see where they encounter friction
• Observe hesitation: if users pause, backtrack, or rely on the search bar, your navigation needs refining
• Iterate and validate: make data-driven adjustments and test again before launching changes sitewide

Skipping this step means you’ll waste time restructuring your navigation based on assumptions rather than user behavior.

Step 3: improve ineffective calls to action (CTAs)

A CTA should guide users to take the next step, but it won't drive conversions if it’s vague, buried, or unconvincing.

How to test it

• Test multiple CTA versions with real users: Inform A/B testing by asking users:
  • What does this CTA mean to you?
  • Would you click this? Why or why not?
  • What do you expect to happen if you click it?
• Use preference testing to compare CTA variations and get direct feedback on clarity and persuasiveness.
• Check visibility with heatmaps to see if users notice the CTA, and session recordings can reveal whether they hesitate before clicking.
• Validate your CTA messaging by ensuring it aligns with user intent—if users don’t understand or trust it, they won’t engage.

Without this insight, you’ll waste time tweaking CTA colors or placements when the issue may be unclear wording or misalignment with user expectations.

Step 4: eliminate guesswork with user insights

Traditional analytics show what is happening, but they don’t tell you why. If you don’t have user insights, every optimization is a shot in the dark.

How to test it

• Run usability tests on key friction points: Identify where drop-offs occur using analytics, then observe real users interacting with that part of the site.
• Use session replays and think-aloud testing to capture user reactions as they navigate.
• Ask the right questions:
  • What’s confusing or frustrating about this experience?
  • What would make this process easier for you?
  • What made you hesitate?
• Test early and often: Gathering insights before making changes prevents wasted effort and costly redesigns that don’t solve the real problem.

Skipping these steps means relying on hunches, leading to inefficient testing cycles and missed opportunities for real improvements.

By shifting from guesswork to customer-driven optimization, web teams can create experiences that don’t just attract visitors, but convert them. Understanding user behavior, simplifying navigation, crafting compelling CTAs, and leveraging direct feedback are the cornerstones of a high-performing digital experience. The path to higher conversions isn’t about making random tweaks—it’s about making strategic, user-informed changes that remove friction and build trust.

Case studies in conversion success

Sage: simplifying navigation for a 22% conversion lift

Sage, a global leader in enterprise software, struggled with low conversion rates. Their product pages were overwhelming, key information was difficult to find, and complex navigation frustrated potential customers.

Solution:

Through UserTesting, Sage gathered real customer insights that revealed:

• Dense product pages: Users found them difficult to scan, so Sage simplified content for better readability.
• Complicated navigation: Users had trouble finding relevant solutions, leading Sage to introduce filters for easier exploration.
• Unclear messaging: Product benefits weren’t immediately obvious, so Sage refined copy and added interactive visuals to improve engagement.

Results:

• 22% increase in conversions after refining the navigation experience
• Significant reduction in bounce rates on high-intent pages

Zenni Optical: guest checkout optimization leading to a 7.25% conversion lift

Zenni Optical, an ecommerce eyewear retailer, noticed a high cart abandonment rate, indicating significant user dissatisfaction and engagement issues. 

Solution:

To address these challenges, Zenni's teams collaborated with UserTesting to gather in-depth user feedback, revealing key areas for improvement:

• Cluttered interface: Users struggled with navigation, so the team streamlined the design for better usability.
• Slow performance: Load times and crashes frustrated users, leading to optimizations for a smoother experience.
• Hard-to-find features: Key features were difficult to access, so the layout was reorganized for better accessibility.

Results:

• 7.25% increase in conversions after enabling guest checkout
• Faster checkout times, reducing drop-off rates
• Higher customer satisfaction, as users appreciated the flexibility

Panera Bread: enhancing the catering experience for a 9% YoY conversion lift

Panera Bread’s catering website was struggling with user drop-offs during the ordering process. The company needed to refine the experience to make bulk ordering more intuitive.

Solution:

To address this, Panera's teams collaborated with UserTesting to gather customer feedback, which revealed:

• Complicated ordering: Customers found the process cumbersome, so the team streamlined steps for a smoother experience.
• Impersonal experience: The website lacked warmth, so personalization features were added to reflect the in-café feel.
• Difficult navigation: Customers struggled to find catering options, so the menu structure was improved for better accessibility.

Results:

• 9% year-over-year increase in conversions for catering orders.
• Higher engagement from business customers due to streamlined ordering.
• Enhanced mobile experience, leading to increased mobile transactions.

Watch below to learn how Panera continuously improves its website conversion rates through user feedback.

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Transform barriers into breakthroughs

Throughout this guide, we’ve uncovered the common barriers preventing web teams from achieving higher conversions: high bounce rates, complex navigation, ineffective CTAs, and lack of real user insights. 

Trying to solve these issues through guesswork is slow and inefficient and often can waste time and money due to rework. The key to real improvement is leveraging real-time customer feedback to make informed, data-driven decisions that drive meaningful results.

By integrating continuous user feedback with UserTesting, web teams optimize digital experiences and move beyond barriers to create seamless, high-converting customer journeys across multiple touchpoints that exceed user expectations and drive business growth.