Website Optimisation That Doubled Customer Enquiries
After a year of inactivity and underperforming paid traffic, Matrix Security increased engagement by 93%, reduced bounce rate by 85%, and drove a 200% lift in commercial security appraisals.
The Client
Matrix Security is a leading residential and commercial security provider operating in a competitive market. Their brand was strong, but their website wasn’t converting at the level it should.
The goal: Turn the website into a measurable growth engine.
Inbound Marketing
When Growth Stalls Because the Website Does
After losing a key team member, the website remained untouched for over 12 months.
Meanwhile:
Paid traffic continued running
No optimisation was occurring
Conversion tracking was limited
Engagement was low
Bounce rate was high
Traffic was arriving, but not converting. Marketing spend was being diluted.
Matrix needed clarity. Data. Direction.
Matrix needed clarity. Data. Direction.
Our Approach
Performance First, Assumptions Last. We implemented a structured, data-led website optimisation strategy designed to measure, test, and refine performance continuously.
Full Website Audit
We identified structural issues, weak conversion pathways, and missed messaging opportunities. Existing content was strategically repurposed rather than rebuilt.
This included:
Technical review
Conversion pathway analysis
Page performance benchmarking
Strategic repurposing of existing content
Behaviour Tracking & Data Systems
We installed user behaviour tracking and funnel analytics to understand:
Where users clickedTechnical review
Where they dropped offConversion pathway analysis
Which pages influenced enquiries
Decisions were based on real data, not assumptions.
The Execution
Analysis identified three key conversion pages:
Homepage
Commercial Services Page
Key Services PageHomepage
These became the optimisation priority.
Actions Taken:
A/B split testing
CMS optimisation
Messaging refinementKey Services PageHomepage
Speed and UX improvements
Alignment between paid ads and landing pagesMessaging refinementKey Services PageHomepage
Instead of “set and forget,” we implemented continuous testing.
The Results
Visual Presentation
Engagement Lift
Users stayed longer and explored more.
pages per session
+93%
average session duration
175+
bounce rate
+93%
Conversion Growth
The commercial page, previously underperforming, became a major revenue driver.
residential enquiries
+100%
commercial enquiries
+33%
commercial security appraisals
+200%
The level of measurement and data available is amazing… being able to visually see how people are really using our site makes signing off on this activity a no-brainer.”
Why It Worked
Key Takeaways
The website shifted from brochure to performance asset.
Real user behaviour tracking
Continuous A/B testing
Conversion-first messaging
Alignment between paid traffic and landing pages
Ongoing optimisation
What’s Next
Future Roadmap
Position this as an ongoing growth engine:
- Continued testing
- Scaling high-performing pages
- Refining commercial targeting
- Leveraging data for paid campaign optimisation
Is Your Website Costing You Customers?
Matrix Security’s growth didn’t come from more traffic. It came from better performance.
If your website hasn’t been optimised in the last 6–12 months, you’re likely losing leads.