Conversion Rate Increased for Registry Report Provider – PrestaShop CRO Case Study

How Midsummer Agency increased conversions by 33.48% and reduced bounce rates by 48% through data-driven CRO strategies.

+33%

Conversion Rate

-48%

Bounce Rate

+5%

AOV

About the Client

VisureItalia is a leading provider in the Italian market for governmental certificates and reports, offering essential services to individuals, businesses, and professionals who need official documents for legal, financial, or administrative purposes. Through its e-commerce platform, users can quickly request property reports, company registrations, cadastral records, legal certificates, and other official documents directly from public registries.

Customers visiting VisureItalia’s website often require urgent, accurate, and legally valid information for bureaucratic procedures, real estate transactions, legal disputes, or business due diligence. Given the nature of these requests, they expect a fast, user-friendly, and trustworthy online experience that enables them to complete their purchase without confusion or unnecessary delays.

visureitalia ecommerce for governmental certificates and reports

Industry:

B2B | Retail | Services

Market:

Italy

Platform:

Prestashop

Business Model:

Ecommerce

Service:

CRO

Website:

https://www.visureitalia.com/

Challenge

Despite its strong position as a market leader, VisureItalia faced several key challenges in maximizing conversions and enhancing the overall user experience:

– Complexity of the purchasing process: Given the bureaucratic nature of the documents, some users found it difficult to understand which service they needed, leading to hesitation and drop-offs before completing their purchase.

– Suboptimal conversion rate: While the website attracted a high volume of organic and paid traffic, its conversion rate had room for improvement. Users were landing on the site but not always proceeding to checkout.

– High bounce rate on key pages: Analysis showed that some high-intent visitors were leaving without taking action, particularly on the checkout page and the affiliation program page.

– Friction in the user journey: Heatmaps and session recordings revealed areas where users struggled to complete their transactions, often abandoning the process due to lack of clarity, missing trust signals, or unnecessary complexity.

Solution

To address these issues, a data-driven Conversion Rate Optimization (CRO) strategy was implemented, focusing on:

1. A/B Testing on High-Traffic Pages

With a diversified traffic acquisition strategy, including SEO, strengthened by a rich blog content production strategy, PPC campaigns across multiple platforms, email marketing, and more, VisureItalia worked with Midsummer to optimize key website pages. Midsummer provided clear insights based on different UX and UI solutions, refining the user journey and improving conversions through A/B tests that consolidated the most effective design and functionality choices.

Testing focused on:

– Checkout Process: Reducing friction in the payment flow by simplifying form fields, improving error messaging, and adding progress indicators.

– Landing Pages for Specific Certificates: Enhancing clarity on available document types, pricing, and processing times to reduce uncertainty for users.

– Affiliation Page: Testing different layouts, CTA placements, and messaging strategies to increase sign-ups from professionals and businesses looking to resell or integrate VisureItalia’s services.

2. Advanced User Behavior Analysis

A combination of qualitative and quantitative data was collected to identify conversion barriers and refine the user experience:

– Heatmaps: Analyzed where users clicked, scrolled, or dropped off on key pages.

– User Session Recordings: Observed real user interactions to understand where they hesitated or got stuck in the purchasing process.

– User Surveys & Feedback Collection: Gathered direct input from customers to clarify their pain points, concerns, and expectations.

3. UX Redesign & Mockups for Key Pages

Based on these insights, new mockups were developed to optimize critical sections of the website, such as:

– A clearer homepage layout that guides users toward the most requested services.

– A simplified checkout process, ensuring a smooth transition from selection to payment with fewer distractions.

– An optimized affiliation page that clearly explains benefits, earnings potential, and partnership options, making it easier for businesses and professionals to enroll.

Results

By implementing this scientific CRO approach, VisureItalia achieved significant improvements in performance metrics:

+33.48% Year over Year increase in conversion rate.

-48% reduction in bounce rate, indicating improved engagement and user retention.

+5% increase in average order value, showing that users felt more confident in their purchases.

A more efficient checkout process, reducing abandonment rates and ensuring more transactions were completed successfully.

+33%

Conversion Rate

-48%

Bounce Rate

+5%

AOV

“We are quite happy with Midsummer’s work on launching and expanding our new brand, product and online store. They are very quick in responding and taking actions which we find very crucial on online marketing. We had stabile growth since our collaboration started. Great job.”

Paolo Baita – Founder