LOW-TRAFFIC, HIGH-VALUE: A CRO CASE STUDY ON MILLBANK FX

Summary from the TLDR Marketing newsletter

Millbank FX, a low-traffic but high-value foreign exchange provider, used in-depth user research and A/B usability testing to redesign its website for better engagement. Initial testing showed users struggled to understand its services, missed key content like the homepage video, and found the site less informative than competitors. The team rewrote content to address user pain points, boosted credibility with testimonials and trust signals, clarified CTAs, and restructured the page to guide users through a persuasive flow. After launching the new pages, the company saw a 100% increase in leads, stronger lead quality, more organic traffic, and confirmed improvements in usability testing.