When Liquidline, a leading UK supplier of commercial coffee machines, approached POLARIS for SEO support, our initial audit uncovered a deeper issue: high-intent traffic was landing on product pages but failing to convert. Rather than treat traffic in isolation, we recommended a dedicated conversion rate optimisation (CRO) project to address on-site friction, poor CTA visibility, and missed lead capture opportunities — especially on mobile.
Through structured testing, offer-led messaging, and UX enhancements, we redesigned the product experience to guide users from interest to enquiry more effectively. The result: a high-impact CRO programme that more than doubled conversion rates and helped turn Liquidline’s digital presence into a consistent engine for qualified leads.
Liquidline’s commercial product pages were receiving qualified traffic but converting poorly — with a baseline conversion rate of just 0.37%. Users were not taking action, especially on mobile where CTAs were buried and not optimised for engagement.
The opportunity was clear: redesign the user experience to drive more leads without increasing ad spend.
Using our structured CRO framework, we applied a three-phase optimisation model:
Conducted behavioural analytics across desktop and mobile journeys.
Analysed user scroll depth, click heatmaps, and form completion drop-off.
Mapped buyer journeys across product, category and landing pages.
Reviewed competitor CTA strategy and offer positioning.
From insight, we developed a prioritised test roadmap focused on high-impact changes that would remove friction and increase conversion. The key strategies were:
Sticky CTA (Fixed Header/Footer):
Anchored “Get a Free Quote” and “Call Us” CTAs at the top (desktop) and bottom (mobile) for continuous visibility.
Incentive Messaging Swap:
Replaced redundant machine recommendation links with a value-led offer (“Save up to 60% on consumables”).
CTA Text Refinement:
Tested emotional triggers and softened intent using “Enquire” vs. “Get a Free Quote”.
Slide-in Form:
Deployed a timed pop-out form that appeared after 30 seconds to capture interest mid-session.
Exit-Intent Popup:
Targeted abandoning users with a sidebar form prompt asking if they needed help choosing a machine.
Each test was aligned to a clear hypothesis, linked to user behaviour observed during the audit phase.
Rolled out tests on both mobile and desktop in sprints.
Monitored uplift via GA event tracking and form completions.
Iterated based on user engagement and A/B performance data.
"There the best agency I've worked with by far. They are clear, results focused, and really good at identifying areas for growth. We ran the CRO programme and the impact was significant."
Jack Brookes, Head of Marketing,
Liquidline
The combination of clear CTA repositioning, incentive-driven design, and intent-sensitive triggers drove significant impact:
Product Page Conversion Rate rose from 0.37% to 0.92% — a 149% increase.
Mobile conversions more than tripled from 0.21% to 0.64%.
Desktop conversion increased from 0.54% to 1.12%.
Monthly enquiry volume surged by 124%, rising from 412 to 924 leads.
Exit popup converted at 14.2%, capturing lost opportunities.
Time on product pages increased by 64% and scroll depth to CTA by 42%, signalling deeper engagement.
“This wasn’t just a visual uplift, it was a commercially focused CRO project. The POLARIS team understood the target customer and delivered real performance gains.”Amo Sokhi Managing Director
