Sample deep dive · Paid plans, Starter and above
Conversion & customer journey: what the deep dive returns
An illustrative conversion & customer journey deep dive for Northgate Interiors, a fictional brand — an eight-person interior design studio in Leeds working on residential renovations. Same structure, same checklist and same evidence format as a live run. The figures are examples, not a real client's results.
Conversion & customer journey score
- Band
- At risk
- Data coverage
- 100%
- Pages read
- 14
Summary
There is a route to enquiry on every page, but the site asks for a large commitment before it has given a reason. The enquiry form requests eleven fields including budget, the primary action changes wording four times, and no price signal appears anywhere, so a visitor cannot self-qualify before committing.
Priority fixes, ordered by impact
- 1Cut the enquiry form to three fields.
- 2Add a price signal or worked cost example.
- 3State the response time and first-call agenda under the form.
The checklist, with verdicts
2 passed · 2 needs work · 3 failing
Every check is fixed and versioned, so two runs of the same site are comparable. A live deep dive returns the whole conversion, trust and customer journey checklist; this sample shows a representative slice.
- Needs work
One clear primary call to action
Standard: A single, obvious next step appears above the fold.
What we found: A CTA exists above the fold, but it is worded four different ways across the site: "Get in touch", "Start a project", "Enquire", "Book a consultation".
Fix: Pick one label and use it in every position, including the header.
Impact: highEffort: low - Needs work
Proof near the decision point
Standard: Logos, testimonials or results sit close to the CTA.
What we found: Testimonials exist but sit on a dedicated /testimonials page, two clicks from any CTA. No proof appears near the enquiry form.
Fix: Place two attributed testimonials directly beside the enquiry form.
Impact: highEffort: mediumSeen on: /contact - Fail
Pricing or cost signal exists
Standard: The site gives a price, range or a reason it varies.
What we found: No price, range or explanation of what drives cost appears on any of the fourteen pages.
Fix: Publish a starting point or a worked example of what a typical project cost and why.
Impact: mediumEffort: medium - Fail
Enquiry form is short
Standard: The form asks only for what is needed to reply.
What we found: The enquiry form asks for eleven fields, seven of them required, including budget band and project start date.
Fix: Reduce to name, email and a free-text description. Collect budget in the call, not the form.
- Pass
Trust signals present
Standard: Credentials, guarantees, policies or named people build confidence.
What we found: BIID membership, insurance statement and named team all published.
Impact: mediumEffort: low - Pass
Easy to contact
Standard: Contact route is reachable from every page in one click.
What we found: Header contact link present on all 14 pages; phone number in the footer sitewide.
Impact: highEffort: low - Fail
The next step is explained
Standard: The visitor knows what happens after they enquire.
What we found: Nothing on the contact page states what happens after submission — no response time, no description of the first call.
Fix: Add three lines under the form describing the reply time and what the first conversation covers.
Impact: mediumEffort: low
Measured evidence
Each verdict above is formed against numbers, and the numbers are printed with their source. Where a source has nothing for a domain, the checks that depend on it are excluded rather than guessed.
Direct crawl
- Form fields
- 11target: 3-5
- Distinct CTA labels
- 4target: 1
- Pages with a price signal
- 0target: at least 1
Page by page
https://northgateinteriors.co.uk/contact
Eleven-field form, no proof, no stated next step. The highest-value page to fix.
https://northgateinteriors.co.uk
Strong CTA placement, inconsistent CTA wording.
Other sections in website experience
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