Centrepoint
Turning Traffic Into Action
Overview
Making more of the audience already there
Getting people to the website wasn’t the problem. Getting enough of them to act was. JAA combined behavioural insight, CRO and SEO to simplify Centrepoint’s digital journey — turning healthy traffic into a stronger opportunity for donations and engagement.
The Real Problem
Traffic was arriving. Too much was leaving
Website traffic was healthy, but conversion rates were underperforming. Landing pages were too long, user journeys lacked clarity and SEO opportunities were being missed. More traffic wasn’t the answer if the experience at the other end wasn’t working hard enough
The Trait
Make more of the audience you already have
Rather than chase additional traffic, we focused on the existing opportunity. A full audit of site behaviour, keywords and user experience revealed where people were getting stuck – and where relatively simple changes could remove friction.
The Strategy
Find the friction. Test the fix
We built a structured test-and-learn programme to make taking the next step easier. Landing-page copy, design and choice were simplified, while UX changes were tested against control versions to understand what genuinely improved performance.
The Tactics
Test. Learn. Optimise. Repeat
Traffic was split between different page experiences and adjusted according to performance. Alongside CRO testing, we optimised on-page SEO and keyword targeting – connecting how people found Centrepoint with what happened once they arrived.
The Results
A stronger journey built around action
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