National retirement villages developer · Retirement living

[PRE LAUNCH] Helping families find the right village, faster.

Headline result

+86% enquiries

National retirement villages developer

01 / Context

Plenty of traffic, but not reaching the pages that mattered.

A national retirement villages developer. The site was getting a good amount of traffic, but visitors weren’t reaching the key informational and sales pages: the locations relevant to them or their loved ones.

Business: National retirement villages developer
Sector: Retirement living

02 / The problem

The main navigation was getting in the way.

It became clear the main site navigation was causing confusion and frustration, and stopping visitors from finding the location most relevant to them.

A first round of testing simplified that path and proved the hypothesis. But steps further along still caused friction, so testing carried on through the rest of the flow.

03 / Hypothesis

If we simplify the main path to the location pages, visitors will find their most relevant location more quickly, and more of them will go on to enquire.

04 / Results

A dramatic lift in enquiries, from a series of subtle changes.

Enquiries: +86%
Goal completions: +20%
Exits from key pages: −18%

Simplifying the main path helped visitors find their most relevant location faster. Further along, making an important piece of information more visible and prominent increased click-throughs and cut the exit rate for that content group.

Together, those changes led to a dramatic increase in enquiries and key events.

05 / Learnings

What we took forward.

Look at where traffic ends up, as well as how much there is. Here, visitors were arriving but not reaching the pages that mattered.
Fixing one friction point can reveal the next. Iterative testing found issues at several stages along the way.
Subtle, data-led changes (like giving one important piece of information more prominence) can produce a big result.

Got 45 seconds?

Let’s find the leak.

Tell me where things feel stuck. I’ll take a look and come back with a useful next step — not a generic sales script.