UX & Conversion

Turn Traffic into Quotes, Sales and Booked Work

UX Design and Conversion Optimisation for Websites

Information Architecture, Product Discovery and Simple Quote or Purchase Flows

Make Complex Decisions Easy

Complex catalogues need more than pretty pages. We structure categories, attributes, and filters so people can actually find what they need. That includes faceted navigation with safe index rules, variant grouping, clear spec tables and downloads (CAD, Revit, MSDS, install guides). Pricing, MOQ, lead times, and freight are shown where they matter. B2B quote builders handle multi-line requests, file uploads, and approvals without sending users in circles. On-site search is tuned with synonyms and misspellings. Mobile layouts prioritise key tasks, not fluff. We plan the lot in wireframes, then test with real tasks before we build. You get fewer abandoned sessions and more qualified enquiries because the path to action is obvious.

Behaviour and Analytics

We map GA4 events, set server-side tracking, build funnels and cohorts, then review on-site search and scroll depth to find friction points.

User Research and Testing

Task-based tests, heatmaps, session replays, and quick polls. We also speak with sales and support teams to capture questions customers actually ask.

Rapid Prototyping and Experiments

Low-fi wireframes to Figma prototypes, then A/B tests in VWO or Optimizely with clear hypotheses and sample estimates before any code ships.

From Wireframes to Production with Content, Data and Systems Aligned

UX Design That Fits Your Operations

Design is locked to your data model and workflows. We build component libraries with design tokens, then implement them in your platform of choice (headless or traditional). Content types are structured for products, categories, specs, downloads and compatibility. Photography, video and 3D renders are produced to match components, so assets load fast and look consistent. Accessibility meets WCAG 2.2 AA. We set performance budgets, compress media with WebP or AVIF, and stream video with sensible bitrates. QA covers a device matrix, keyboard-only use, screen readers and error states. If you run ERP, inventory or pricing feeds, we hook them in with clear fallbacks for outages. The experience feels easy because the system beneath it is tidy and predictable.

Structured Testing, Clear Metrics and Real Improvements

Conversion Optimisation That Compounds

We baseline key numbers first: conversion rate, qualified lead rate, average order value, quote acceptance and time to first action. Then we build a test backlog using ICE or PIE scoring, run one change at a time and keep a public changelog. Experiments ship via tag manager or code, with server-side variants where flicker would hurt. We test microcopy, layouts, calculators, pricing tables, call routing and delivery estimates. Forms get address lookup, ABN checks, validation hints and spam protection that doesn’t punish humans. After each test we document outcomes, roll in the winner and update dashboards. Sales and support feedback feeds the next round, so gains stack rather than bounce around.

Want a Site That Earns Its Keep

Book a Working Session and Leave with a Prioritised UX and Conversion Roadmap

Get Started

Lightcraft have been with us since the start. No matter what we've thrown at Joe, he's gotten the job done - even with unrealistic timeframes and the difficult logistics of our industry. The results-driven approach he takes has made a huge impact on our growth.

Jeff Bacon

Oceania Precision