Roché Awnings is a premium British awning manufacturer with a broad product range spanning residential, commercial and garden room applications. Visitors arriving via organic search were landing on the awnings category page — but the route from there to the products they were actually looking for wasn’t clear or prominent enough.

The hypothesis was straightforward: users weren’t progressing because the path to relevant products was unclear. Categories weren’t distinct enough. CTAs weren’t strong enough. The visual hierarchy wasn’t doing the job of guiding people from “I want an awning” to “I want this specific awning.”

The goal wasn’t just more clicks. It was measurably more people reaching product pages — the step that directly precedes a survey booking and, ultimately, a sale.

The redesign focused on three things: clearer product categories, stronger calls to action, and more visually distinct pathways from the category page to individual product views. The results were measured against an equivalent time period before implementation, with Bayesian statistical analysis confirming the improvement was real and not due to chance.

This is just one experiment. Over the past 12 months, UserBoost has run hundreds of tests for Roché — each building on the last, each moving the site incrementally but measurably closer to its commercial goals.