Project Retrospectives · Published September 19, 2026
Retrospective: Traffic Arrived, Enquiries Did Not
Ads ran normally after launch but enquiries stayed low. The review found trust and form friction were the blockers.
The client sells overseas. Three months after launch the site had steady ad traffic but far fewer enquiries than expected. We reviewed the funnel with data, and the issue was not visual polish but the conversion path.
Three conversion barriers
Weak trust signals: no factory photos, no certifications and no customer quotes, so overseas buyers hesitated.
A form with eleven fields including budget, procurement cycle and company size. Users dropped out at step three.
Poor mobile experience: over sixty percent of traffic came from phones, but images loaded slowly and filters were unusable on small screens.
Results after the changes
The form dropped from eleven fields to four, and enquiries more than doubled within six weeks.
Factory video, certificates and shipping notes were added, and time on page lengthened noticeably.
Mobile images loaded on demand, cutting first-screen time by more than a second.
Overseas sites compete on trust and willingness to leave contact details, not on visuals. Get those right and traffic becomes valuable.
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