Exterior Renovations Website Conversion Issues

Overview

Analysis of the Exterior Renovations website via the ^[1] surfaced two critical conversion issues: the /services/deck page is generating zero conversions, and slow mobile page speed on that page is likely the primary cause. These issues were identified during X-Ray onboarding in a ^[2].

Issues Identified

1. Zero Conversions on /services/deck

X-Ray flagged the deck services page as a high-traffic page with a 0% conversion rate. This was surfaced under the Conversion Levers category in the Opportunities feature — defined as high-traffic pages with low conversion rates.

• Page: /services/deck
• Conversions (last 30 days): 0
• Classification: Critical issue (flagged automatically by X-Ray)

This is notable given that deck services represent one of the core offerings Exterior Renovations should be distributing leads across, per their ^[3].

2. Poor Mobile Page Speed

X-Ray's Conversion Levers analysis reported a mobile conversion score of 80 for the deck page, with slow loading identified as the likely driver of visitor drop-off.

"Speed killing conversion — services/deck has mobile conversion score of 80. Slow loading might be driving visitors away."
— X-Ray Opportunities output

Both conversion issues flagged for the deck/services pages traced back to mobile speed as the root cause.

Recommended Actions

• Email eShock (the development vendor) to investigate and improve mobile page speed on /services/deck and related services pages.
• Review whether the page has a functioning, visible call-to-action and properly mapped Gravity Forms conversion tracking.
• Once speed is addressed, monitor conversion rate in X-Ray to confirm improvement.

Related Opportunities (X-Ray)

These issues were identified under the following X-Ray Opportunity types:

Context

• All conversions for Exterior Renovations are currently coming from mobile devices, making mobile performance especially critical.
• The broader site conversion data is partially incomplete — Gravity Forms conversion tracking in X-Ray was not fully confirmed as working at the time of this analysis and requires verification.
• Lead value for Exterior Renovations is currently set as a placeholder of $3,000/lead pending confirmation from the client.

Open Action Items

• [ ] Email eShock re: mobile speed on deck/services pages (@Ben San Fratello)
• [ ] Verify Gravity Forms conversion tracking is firing correctly in X-Ray (@Ben San Fratello / @Mark Hope)

Related

• ^[4]
• ^[5]
• ^[6]
• ^[7]
• ^[8]