Fixing Low Conversion Rates by Refining Buyer Personas and Optimising Customer Journeys

The Problem

Despite strong website traffic growth, conversions remained flat. Visitors browsed treatment pages but often failed to convert into enquiries. The clinic didn’t have clearly defined buyer personas, and user journeys weren’t aligned to the motivations or concerns of different customer types. As a result, messaging, CTAs and content pathways lacked relevance, leading to friction and missed opportunities—especially for high-intent visitors who simply weren’t being guided effectively.

The Solution

One of our digital squads delivered a series of customer insight workshops to deeply understand audience motivations, objections, preferences and decision triggers. We then refined the clinic’s buyer personas and mapped complete customer journeys across treatment categories. These insights informed new content structures, tailored CTAs, improved page layouts and differentiated messaging for each persona. With clearer pathways and more relevant prompts, users were guided more naturally from interest to enquiry.