Optimizing the Digital Experience to Accelerate Customer Acquisition

The Challenge

The company’s website was a critical acquisition and conversion channel, but its measurement capabilities and digital experience limited the ability to understand visitor behavior and optimize performance.

Analytics primarily captured traffic and basic visitor activity, with limited visibility into conversion events, user engagement, or how visitors navigated key acquisition pages. Form submissions were tracked, but there was little insight into the behaviors and interactions that led prospects to convert.

The website also needed a more intuitive content structure, stronger pathways to high-value research, and a more effective experience for prospective customers evaluating Bizrate's solutions.

The opportunity was to transform the website from a largely informational presence into a measurable acquisition platform—using behavioral data, conversion insights, and customer-focused improvements to drive stronger engagement and more qualified actions.

The Strategy

I led website strategy and optimization across analytics implementation, conversion rate optimization, technical improvements, content architecture, and digital experience. I established the measurement infrastructure, identified friction points, prioritized improvements, and coordinated implementation with design and technical partners.

Built a More Complete Measurement Framework

Expanded GA4 measurement beyond basic traffic reporting by implementing conversion events, funnel tracking, and key interaction measurements.
Introduced Microsoft Clarity to understand visitor behavior through session recordings, heatmaps, and engagement analysis.
Expanded HubSpot tracking and workflows to capture more meaningful prospect activity and improve visibility into conversion behavior.
Established measurement across demo requests, merchant registrations, form submissions, content downloads, Shopify App Store interactions, scroll depth, and key page engagement.

Optimized Conversion Paths & User Experience

Evaluated key acquisition pages and conversion journeys to identify opportunities to reduce friction and improve the path to action.
Used behavioral analytics and performance data to prioritize website improvements and refine high-value conversion experiences.
Improved Get Started and Get a Demo experiences to encourage more visitors to take meaningful next steps.
Identified technical and usability issues using GA4, Clarity, Google Search Console, and PageSpeed insights, coordinating fixes with technical partners.

Reorganized Content & Improved Discovery

Restructured nearly 100 blog, case study, and guide categories into 13 consolidated content categories, creating a more intuitive information architecture.
Ungated more than 30 research resources, improving accessibility to high-value content and creating additional opportunities for organic discovery.
Expanded research content into accessible web experiences, including loyalty, ratings and reviews, retail media, and shopping habits.
Improved content organization and internal pathways to help visitors find relevant information and move through the website more naturally.

The Results

34.4%

Increase in Page Conversion rate

35.1%

Increase In Form Submissions

24.5%

Increase in Average Session Duration

34.4% Increase in Page Conversion Rate

Improved conversion from 22.42% to 30.12%, exceeding the 10% improvement target established for the initiative.

35.1% Increase in Form Submissions

Increased completed form submissions from 37 to 50 in the measured 30-day period.

24.5% Increase in Average Session Durations

Improved average session duration from 3 minutes, 53 seconds to 4 minutes, 50 seconds, alongside a 16.1% increase in engaged sessions.

Stronger Conversion Across Key Acquisition Pages

The improvements extended beyond the primary Get Started experience:

Get a Demo form submissions: Increased 50%, from 10 to 15.
Get a Demo conversion rate: Improved from 6.76% to 7.39%.
Engaged sessions: Increased from 2,367 to 2,747.
Content architecture: Consolidated nearly 100 categories into 13.
Research accessibility: Ungated more than 30 research resources.

From Website Traffic to Measurable Customer Acquisition

By combining stronger analytics, behavioral insights, and conversion-focused improvements, I established a more complete understanding of how visitors interacted with the website and where opportunities existed to improve the experience.

The result was a more measurable, intuitive, and conversion-focused digital experience—strengthening the website's role as an acquisition channel while giving Marketing better insight into visitor behavior and performance.