Silentnight had a high-traffic landing page aimed at people suffering from back pain. On paper, it seemed great—lots of visitors coming in from Google search.
But there was a problem. 85% of visitors left without taking any action. No clicks, no engagement, and, most importantly, no sales.
Instead of assuming what the problem was, we decided to listen to the people who mattered most—real customers suffering from back pain.
We ran usability tests with just five people who were actively looking for a mattress to help their back pain. And what they told us changed everything.
We learned that:
They doubted whether the recommended mattresses were really suited to their needs.
They relied heavily on reviews—but needed to hear from people with similar struggles.
They needed reassurance—knowing they could exchange the mattress if it didn’t work for them was crucial.
"I would like to see what other people with a bad back have thought about these mattresses. How have they been coping it with and what's it doing for them?
James Y: Usability test participant.
We redesigned the page to:
Feature real customer reviews from people with back pain.
Highlight Silentnight’s comfort exchange guarantee.
Guide users through an interactive experience to recommend the best mattress for their needs.
After launching the redesigned page, the impact was immediate:
Click-throughs to product pages increased by 89%.
Sales of recommended mattresses jumped by 36%.
Visitors stayed on the page longer, engaging with the content.
Your data only tells half the story. If visitors aren’t converting, you need to find out why.
Small usability tests deliver huge insights. Speaking to just five people changed everything.
Customers need trust signals. Reviews, guarantees, and tailored recommendations build confidence.
If you have a page on your website that’s underperforming, a small usability test could reveal why—and how to fix it.
Get in touch today, or book a free 15 minute call with Mark, to discuss your website's biggest conversion blockers.
© 2025 by Mark Jones LTD, trading as Itero88. All rights reserved.
