---
title: Exterior Renovations Website Conversion Issues
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-01-08-weekly-call-w-ben-112845769.md
tags:
- exterior-renovations
- website
- conversion-optimization
- mobile-speed
- x-ray
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Exterior Renovations Website Conversion Issues

## Overview

Analysis of the Exterior Renovations website via the [[tools/x-ray|X-Ray platform]] 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 [[meetings/2026-04-05-weekly-call-ben-okr-review-xray-onboarding|weekly call between Ben and Mark]].

## 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 [[clients/exterior-renovations/okrs|OKR to balance lead distribution across service areas]].

### 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:

| Type | Finding |
|---|---|
| Conversion Lever | `/services/deck` — high traffic, zero conversions |
| Conversion Lever | Mobile speed score of 80 on deck page driving visitors away |

## 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

- [[clients/exterior-renovations/_index|Exterior Renovations Client Overview]]
- [[clients/exterior-renovations/okrs|Exterior Renovations OKRs]]
- [[knowledge/paid-media/exterior-renovations-google-ads-performance|Exterior Renovations Google Ads Performance]]
- [[tools/x-ray|X-Ray Platform]]
- [[meetings/2026-04-05-weekly-call-ben-okr-review-xray-onboarding|Weekly Call — OKR Review & X-Ray Onboarding]]