Why Poor Experience Engineering Can Spell Doom For Your Conversions

Many people think that starting an online business is simple, but putting in the work to create a successful website is much more complicated than they realize. There are a number of factors that influence whether or not your website will be profitable, and it's important that you have a good understanding of these so you can optimize your site to reach the highest possible amount of people!

At #Growth Insights-Led Engagement Summit Springs 2021, MoEngage put together a panel of Lindsey Breeden(EVP Services, Hawke Media), Ashley Scorpio(VP Partnership, Hawke Media) to discuss how poor experience engineering kills conversion. The discussion was hosted and moderated by MoEngage.

Hawk Media is a full-service digital marketing agency and outsourced CMO consultancy. They are based here in the United States with offices in Los Angeles, New York, Boston, and more. Perhaps some of you have already come across us while on your social media adventures!

What is Conversion?

When we think about conversion in the context of a website, we think about turning visitors into members, email subscribers, and even buyers. But, in its simplest sense, conversion can be thought of as taking that first step toward engagement. Some websites even refer to social conversions like likes and shares that later evolve into monthly pageviews. Most of your visitors won’t follow through and stay on your website for a few moments before deciding they’re not interested and left. Optimizing conversion rates are essential if online business owners want their content efforts to be successful.

Load Times and Load Speeds

According to Ashley Scorpio, load times and load speeds are some of the first and immediate things that can kill conversions technically before people even really get on the site. Interesting statistics that Ashley shared is that the ideal website load time for anyone that doesn’t know for a mobile site is actually just one to two seconds, and then over fifty percent of mobile site visits are truly abandoned if the site takes more than three seconds to load.

Lindsey Breeden highlighted how load speed is critical and he also mentioned other factors like how to customize your image size, which will help to speed up the load times. He went on to explain how you can minimize javascript in order to increase the load speed of your site.

Nitro Pack

Lindsey also shared about the nitro pack, they actually use it on hawk media. This is a beneficial product, specifically for WordPress sites at present, though they are currently working on launching a Shopify version as well. The nitro pack is great because it increases your page speed by up to 99%! As you can tell, this will help your site appear faster, which ultimately leads to increased conversions. They’ve already seen an incredible improvement here at Hawk Media with regards to their page speed score surpassing 70% all the way up to 99%. This means that potential customers are more likely to spend time on your site because it loads much quicker than other sites.

ADA Compliance

Ashley highlighted that ADA compliance could be so belligerent in the United States that merchants not ADA compliant are opening themselves to potential lawsuits and liabilities. So, for example, you’re likely to encounter customers who need these tools for your website because if they didn’t read or hear what you have to say, it would make sense that they’d likely prefer shopping elsewhere.

Lindsey shared a couple of different ways to go about becoming ADA compliant. One problematic approach is to go back and forth from manual to automated, checking and testing each time until you feel confident that everything works for everyone. But this process can be complex and time-consuming. If you find that the burden of manually testing your website platform is just too challenging, there are also great tools that will allow you to be instantly compliant while also creating the user experience you want for your platform by modifying settings on a page-by-page basis!

What are the Most On-site Experiences?

Both Lindsey and Ashley discussed prioritizing your website elements; it is essential to rank the most important site experiences. For example, attracting visitors by way of lead capture definitely yields positive results in either case – whether you are business-to-consumer or business-to-business – but whether it be through lightboxes or some other form of a call to action, mechanisms that allow visitors to submit their information via email or messenger are especially effective in terms of engaging your users because not only are they acting on the desire to learn more about your products or services, they are being informed in real-time about updates, etc. which will undoubtedly drive engagement with the company.

Customer Reviews

According to Lindsey, one of the best ways to build up brand trust is by getting help from a company like Yappo that already has all of these tools and features built-in and can help you build your brand. They let you easily collect reviews, ratings, and other types of content from your customers and give this feedback to your business because doing so helps you figure out what works for them and what doesn’t! Once you have received as much quality feedback as possible from the right audience, you can use this information to boost your trust score, which means even more visitors will be able to relate their favorable experiences with other potential buyers. Another awesome benefit is that by leveraging a service like Yappo’s product recommendations module, positive reviews will also drive sales of other products on your site!

Ashley also added that many industry changes over the course of the pandemic had affected B2C companies over the years. For example, we’ve seen how e-commerce has become popular among customers. It’s an integral part of how people research products since many B2C companies are now accessible online alongside traditional brick-and-mortar businesses. Reviews play a significant role in this transition as they help customers make their decisions about what to purchase or not because so many B2Cs today offer customer testimonials up front for customers to see.


Ashley highlighted their other fantastic partner called Eco Cart, which is a simple check box when you are at that purchase stage in the checkout process that enables the consumer to pay a small, nominal amount, usually under a dollar, to make their full purchase carbon neutral and thus offset it. We’ve seen sustainability come to the forefront of the industry.

Completely agreeing with Ashley, Lindsay said that social impact could go a long way and discussed the ways to set up a social impact are.


Geofencing is a great way to get specific with a particular area, a sure demographic – it’s just another way to put more details into an advertising campaign, which is why it’s so popular. It is one of the features that MoEngage offers. Lindsay and Ashley discussed Geofencing and how Hawk Media, the leading digital marketing agency, uses Geofencing to grow brands of all sizes.

Wrapping up

“When someone does load up and land on your website, what is going to draw their eye first, where are they going to go, and how is that going to play out!”-Ashley.

The discussion ends with the valid realization that you have to keep your customer in your mind. Put yourself in their shoes.

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