Tension MTL

Clicks to Conversions: How We Turned Traffic Into Sales for Tension

Through a targeted UX optimization strategy, including comprehensive heuristics analysis and impactful usability enhancements, we transformed Tension’s user experience—resulting in a 250% increase in returning customers and a 141% surge in fulfilled orders.

Tension, a professional shibari school in Montreal, had a strong online presence with significant website traffic. However, despite the interest, many visitors weren’t converting into paying customers or booking classes.

Tension wanted to enhance their website’s effectiveness to transform visitor interest into meaningful engagement and foster a loyal customer base.

Our mission was clear: improve Tension’s conversion rates and increase the number of returning customers. This required more than just a visual update—it meant diving deep into the user experience to ensure that every visitor, regardless of ability, could easily navigate and engage with the site.

Our Approach

Getting traffic is just one piece of the puzzle—what truly matters is converting that traffic into customers. While Tension’s SEO efforts were successfully driving visitors to the site, the conversion rates needed attention. We approached this challenge by focusing on three key areas:

Heuristics Analysis
We conducted an in-depth analysis of Tension’s website and information architecture to identify any usability issues and areas where users were dropping off. This allowed us to pinpoint exactly what needed to be optimized to create a smoother, more intuitive user journey.
Content Strategy
We refreshed the content on Tension’s key pages to better communicate the value of their offerings and encourage action. By ensuring the messaging was clear, the value propositions were compelling, and the calls-to-action were prominent, we helped guide visitors toward making a purchase or booking a class.
Usability Improvements
We enhanced the site’s navigation process to make the user experience as seamless as possible. Additionally, we focused on improving the site’s ADA/WCAG compliance to ensure that Tension could provide a welcoming experience for all users while meeting legal site standards.

To optimize Tension’s site, we focused on enhancing its information architecture and applying heuristics principles. By carefully analyzing the site’s structure and content organization, we streamlined the user journey, ensuring that visitors could easily find the information they needed and take action.

The heuristics analysis helped us identify usability issues and refine navigation, making the site more intuitive and user-friendly. This strategic approach not only improved the overall user experience but also played a crucial role in increasing conversions and customer retention.