Improved page conversion by 16% and CTA clicks by 25%
Move.org helped people compare moving companies, container services, and car shipping options—a category where a visitor’s decision to click a partner link is the whole business. The content was decent. The conversion architecture wasn’t. Here’s how we fixed it.
Move.org
Company
Content Strategist
role
Apr 2019–Jul 2019
timeline
+25%
CTA clicks on key pages
+16%
page conversion improvement
+42%
CTA clicks for a featured brand partner
UX + conversion
were the primary focus of my content strategy
the situation
Move.org is a comparison site, the kind where the content’s job isn’t just to inform, it’s to convert. Visitors arrive with a specific need (find a mover, compare container companies, ship a car) and the site either meets them where they are or loses them to a competitor.
The content was doing the first job reasonably well. It wasn’t doing the second. Comparison tables were cluttered and hard to read on mobile. CTAs were buried or generic. The page architecture didn’t reflect how a real person makes a decision under moving-related stress. The opportunity was to look carefully at what got in the way of the click, and remove it.
WHAT WE DID
The work was a mix of content strategy, UX analysis, and editorial restructuring, all pointed at the same goal: make it easier for a visitor to find what they need and act on it.
01
Diagnosed the gaps.
Before touching a word of copy, I took a microscope to the top-performing pages to identify where users dropped off, where CTAs lost clicks, and where the content worked against the reader’s decision-making process.
02
Restructured tables for mobile.
Long, dense comparison tables look fine on desktop. On mobile, where a significant share of people browse, they’re a conversion killer. Dividing tables into scannable segments improved the mobile experience and made them easier to act on quickly.
03
Added on-page navigation.
Visitors landing deep in the page had no clear anchor points and no obvious next step. Adding on-page navigation and a best use case recap section with a featured brand clearly called out gave readers a faster path to conversion. The featured brand partner saw 42% more CTA clicks as a direct result.
04
Built a repeatable editorial framework.
I planned the content calendar and hierarchy with the SEO specialist and marketing manager, established content goals through copy briefs, and trained the team on WordPress publishing and on-page optimization so the approach could scale beyond the pages I personally touched.
Conversion problems are often content architecture problems in disguise. The writing was fine. The structure was getting in the way. Fix the structure, and the writing does its job.
what i’d do differently
Four months isn’t long. I’d move faster to instrument the full funnel, not just CTA clicks. Knowing whether the improved conversion architecture was sending higher-quality traffic to partner pages, not just more of it, would have sharpened the next round of decisions significantly.
I’d also have pushed to formalize the UX audit process earlier. The diagnostic work I did at the start was useful, but doing it informally meant some of the methodology lived in my head rather than in a reusable framework the team could apply to new pages after I moved on.