Make navigation easier to follow
A more considered user journey helps people move between relevant sections without unnecessary confusion. The goal is to help visitors find information instead of making them search for it.
Case Study · Website Redesign & CRO
Turning Website Friction Into a Clearer Path to Conversion
We analysed Bin Hindi's existing website, identified UX problems and ineffective call-to-action placement, and rebuilt the experience with conversion rate optimization at its core.
A Website Should Do More Than Look Good. It Should Help People Take Action.
When a website is not generating the conversions a business expects, it is easy to assume that the answer is more traffic, more advertising or a fresh visual design. But before investing further in acquisition, it is worth understanding what happens after a visitor lands on the website.
Can people find the information they need? Is the navigation intuitive? Do the pages explain the offering clearly? When a visitor is ready to take the next step, is the call to action visible and easy to understand?
These were the kinds of questions that guided our work with Bin Hindi. We first analysed the existing website to understand why its experience was not supporting conversions effectively. We identified user-experience difficulties and calls to action that were not positioned effectively, then rebuilt the website with conversion rate optimization (CRO) as a core part of the process.
Our focus was not simply to change how the website looked. It was to make the experience more useful, reduce unnecessary friction and give visitors clearer opportunities to act.
Client
Bin Hindi
A website rebuild focused on removing friction from the visitor experience and making conversion paths more intentional.
Project Focus
Website Redesign & CRO
UX navigation, CTA visibility and conversion-focused web engineering.
The Challenge: The Journey Visitors Had to Take Through the Website
Our initial analysis highlighted usability issues that could make it harder for visitors to move through the website and complete the next step. The experience needed to do a better job of connecting what visitors wanted to know with what the business wanted them to do.
01Issue
Visitors had to work too hard to navigate
The existing experience made it harder than necessary for users to move through the website and find the information relevant to them. When navigation adds friction, visitors can struggle to reach the pages that matter.
Why it matters:More effort for visitors to find information and decide where to go next.
02Issue
Calls to action were not positioned effectively
The website did not make its next steps clear enough at the right points in the user journey. A visitor may be interested in a business but still leave if the next action is difficult to notice or find.
Why it matters:Potential customers could miss opportunities to take the next step.
03Issue
The experience was not designed around conversion
A website can contain the right information without guiding users towards an enquiry or another meaningful action. We needed to look at the experience as a complete journey, rather than treating each page as an isolated design.
Why it matters:The website needed a clearer connection between information, intent and action.
The Key Question
If someone arrives on the website with genuine interest, does the experience make it easy for them to understand the business and take the next step?
That question shaped our approach to the redesign. Instead of assuming the solution was purely visual, we focused on the experience that connects a visitor's interest to an action.
What We Identified: Small Details That Create Big Friction
Effective CRO begins with understanding the existing experience. Before deciding how to rebuild the site, we examined how the layout, navigation and calls to action worked together.
01
How easily could visitors find what they needed?
Navigation should help visitors orient themselves without forcing them to guess where information lives. We considered the effort required to move through the existing experience and locate relevant content.
02
Could visitors recognise the next step?
A call to action is only useful when people can notice it and understand why they should use it. We identified ineffective CTA placement as an area that needed greater attention in the rebuilt website.
03
Did the page content support the decision?
Visitors need enough context to understand an offering before they act. We considered how content and navigation could work together to make the experience easier to follow.
04
Was the experience designed around an outcome?
The website needed to support more than browsing. We approached the rebuild with the intended user action in mind, so conversion considerations informed the design rather than being left until later.
Our Principle
We do not redesign first and ask conversion questions later. Conversion thinking needs to inform the decisions from the start.
Our Approach: Analyse, Reduce Friction, Rebuild with Purpose
We used the analysis of the existing website to guide the rebuild. This meant approaching the project as a conversion problem as well as a web development project.
Decision 01
Understand before redesigning
We started by analysing the existing website and looking for the reasons the experience was not supporting conversions as effectively as it could. This helped us focus on usability and conversion barriers instead of jumping straight into visual changes.
Decision 02
Reduce unnecessary friction
We considered how visitors moved between sections, how easily they could locate relevant information and where the experience created unnecessary effort. The redesign was guided by the need to make the website easier to use.
Decision 03
Make the next step more obvious
Calls to action need to appear where they make sense in the visitor's journey. We approached the redesign with greater attention to their placement, visibility and relationship to the content around them.
Decision 04
Treat the website as a conversion journey
Instead of focusing only on individual sections, we considered how the full experience could move a visitor from discovering information to understanding the offering and deciding what to do next.
Phase 1
Analyse
Understand the usability and conversion problems in the existing website.
Phase 2
Redesign
Rework the experience around clearer navigation and more purposeful calls to action.
Phase 3
Support Conversion
Build a website with a more intentional path from information to action.
The Redesign: Rebuilding Around How Visitors Make Decisions
The new website was developed with CRO as a central consideration. We wanted the design and development decisions to support the visitor journey instead of treating conversion as a separate task.
That meant giving greater attention to the relationship between page content, navigation, calls to action and the point at which a visitor might be ready to take action.
Give calls to action a clear role
Calls to action should relate to the information on the page and the decision a visitor may be ready to make. We treated their placement and visibility as part of the conversion strategy, rather than as decorative buttons.
Connect information with action
Visitors should not have to work out the next step on their own. The experience needs to help them move from learning about a business to identifying a relevant action.
Build with conversion in mind
CRO was part of the website rebuild itself. This allowed us to consider the user journey while shaping the experience, rather than treating conversion improvements as a later add-on.
The Bigger Idea
Every extra step, unclear link or overlooked CTA can add friction to a visitor's decision.
The solution is not to add more buttons everywhere. It is to understand what the visitor needs, then make the appropriate next step clear at the point where it makes sense.
The Outcome: A Website Rebuilt to Make the Visitor Journey Work Harder
Our work moved the project beyond a conventional redesign. We analysed the existing experience, identified usability issues and ineffective CTA placement, and rebuilt the website with conversion-focused decisions guiding the process.
The result of the work was a redesigned website with a stronger focus on navigation, clearer conversion paths and the role of calls to action in helping visitors move forward. It created a more purposeful foundation for the business's online experience.
A conversion-focused redesign
We rebuilt the website with conversion rate optimization as a core consideration, rather than treating CRO as a set of changes to make after launch.
A more intentional user journey
The redesign placed greater emphasis on helping visitors navigate the experience, find relevant information and identify the next step.
More purposeful CTA placement
Calls to action became a deliberate part of the conversion experience, with attention to where visitors may be ready to act.
A foundation for continued optimization
The rebuilt website provides a stronger starting point for future measurement, testing and refinements as verified performance data becomes available.
Why This Matters
You may not need more visitors first. You may need to make better use of the visitors already reaching your website.
When a website is difficult to navigate or its calls to action are not easy to find, potential customers can struggle to move forward. Reviewing the user journey can reveal opportunities that are easy to overlook when the focus is only on visual design or traffic growth.
We have not included a percentage conversion lift, additional lead volume or revenue increase because verified before-and-after performance figures were not provided for this project.
What Other Businesses Can Learn
Small usability decisions can shape the entire conversion experience.
A good-looking site is not enough
Design needs to support the visitor's goals and the business's goals. A visually appealing page can still create friction if people cannot find information or act.
CTA placement is a business decision
A call to action should be visible, relevant and connected to the visitor's context. Placement is part of the journey, not just a styling detail.
Diagnose before investing more
Before spending more to attract visitors, review what happens after they arrive. Improving the experience can be an important part of a wider growth strategy.
Services Delivered:Website DevelopmentConversion Rate Optimization (CRO)UX & UI DesignFrontend Engineering
Getting Visitors but Not Enough Enquiries?
We can help you review your website, identify friction in the user journey and build an experience that makes it easier for the right visitors to take the next step.