Win Report: How a simple “what next?” section increased conversions from blog traffic by 43%—and how you can do the same

Win Reports help you grow your business by showing our methodology at work. Each Win Report showcases a real-world test, sharing the research, insights, and techniques that led to the win.

In the next few minutes, we’ll show you how adding a handful of links at the bottom of a blog post increased conversions by 43% for a Gartner-recognised enterprise software company—how we knew exactly what to do before we’d written a single line of code—and how you can run the same test on your own site.

Two wireframes. Both show a blog post for a tech company but the variation has an additional section for “What you should do next…”

Our client is a fast-growing B2B SaaS company operating in the enterprise security space, with recognition from Gartner, Forrester, and G2, and a customer base that includes some of the world’s leading organisations. Their product is technical, high-stakes, and requires serious research before purchase—which means their blog plays a critical role in the buying journey.

Research: The traffic wasn’t the problem. The dead end was.

The client had invested heavily in content. Their blog attracted substantial organic traffic from IT leaders, security professionals, and procurement teams searching for answers to exactly the kinds of questions their product solves:

How do organisations manage access across hundreds of SaaS applications?
What are the risks of ungoverned software sprawl?
How do compliance requirements affect identity and access management?
What should enterprises look for when evaluating solutions in this space?

These weren’t casual browsers. They were senior decision-makers, actively researching a problem the client was uniquely positioned to solve. The content was doing its job—educating, building trust, and positioning the company as an authority in a complex market.

Then it stopped. And with it, the momentum. Visitors who’d arrived with a genuine business problem, read carefully, and were perhaps on the verge of taking the next step—were handed nothing. No prompt, no pathway, no invitation to go further. Just a footer and a faint sense of ‘what now?'

Heatmaps and behavioral analysis confirmed what we suspected: a classic “dead end” problem. Visitors would reach the bottom of an article and bounce—not because they weren’t interested, but because the website gave them no obvious reason to stay.

In B2B, where the sales cycle is long and trust is everything, this is a particularly costly mistake. Every lost reader represents not just a missed click, but a missed opportunity to move a high-value prospect one step closer to a conversation.

This is a surprisingly common pattern. Content teams work hard to attract qualified traffic; UX teams work hard to turn browsers into buyers. But the handoff between the two—the moment a reader finishes an article and looks up wondering “what now?”—is often left entirely to chance.

Not for long.

The original page (or control)

Blog articles ended abruptly. The final paragraph gave way to a footer. There was no bridge between “I’ve just read something useful” and “I’d like to find out more”—let alone “I’d like to speak to someone.”

A wireframe of a blog post for a tech company.

The tested page (or variation)

We added a single section at the end of each blog article: “What you should do next…”

A wireframe of a blog post for a tech company with an additional section for “What you should do next…” — At the bottom of the article, we added a “What you should do next…” section.

It sounds almost too simple. But the details mattered.

The section was designed to feel like a natural continuation of the article, not a bolt-on promotion. It matched the visual style of the content around it. And crucially, it addressed visitors at different stages of the buying journey—offering a next step that felt appropriate whether they were ready to commit or simply wanted to stay connected.

The three options were:

Subscribe to our newsletter—for those who wanted to keep learning without any commitment.
Join a weekly group demo—for those curious enough to see the product in action, but not yet ready for a sales conversation.
Schedule a personalized demo—for those ready to have a direct conversation.

Each option met the visitor where they were. The section didn’t push. It guided—a logical safe step.

Results: Conversions increased by 43%

During the test, we observed a 43% increase in leads from blog traffic. Visitors who had previously read and left were now exploring the site—and requesting demos.

But this only tells half the story. The traffic already existed—paid for in time, effort, and years of SEO work. Adding a pathway to the product didn’t cost a penny. It simply unlocked value that was already sitting there, effectively creating a new stream of customers from traffic the business already owned.

In enterprise SaaS, where the cost of acquiring a qualified lead can run into hundreds or thousands of dollars, that’s a significant commercial shift—achieved with a single, well-placed section.

The lesson: these visitors didn’t need to be sold harder. They just needed to know what to do next.

This isn’t a one-off—it’s a pattern

This test came from our Wins Database—a proprietary library of proven tests built up over nearly two decades of CRO work across hundreds of clients.

We’ve encountered the dead end problem across a wide range of clients and industries. The details change; the fixes—and the results—rarely do. Here are a few similar wins using this pattern:

A global wealth and lifestyle advisory firm serving high-net-worth clients saw a 54% increase in conversions from blog traffic.
A B2B SaaS platform for meeting management saw a 129% increase in newsletter sign-ups from blog traffic.
An online flooring retailer saw a 46% increase in transactions from blog traffic.
A specialist nutrition brand saw 43% more orders from blog traffic.
A behavioural science and product psychology website saw a 100% increase in course downloads from blog traffic.
A premium health supplement brand saw a 171% increase in transactions from blog traffic.
A conservation project that lets customers purchase plots of land in protected nature reserves saw a 104% increase in conversions from blog traffic.

Could this work for you?

If your business publishes content—blog posts, guides, articles, resource pages—there’s a reasonable chance you’re sitting on the same opportunity. The test is straightforward: find pages that get meaningful traffic but leave readers with nowhere to go, and add logical next steps. No redesign, no lengthy development cycle. Just a clear pathway from content to conversion.

And finally, can you guess what’s coming next….

What’s next

We added this version of the test to our proprietary Wins Database, then looked for ways to apply its lessons to other parts of the client’s business and then to other clients.

If you want us to grow your profits—quickly and efficiently—check if you qualify for a free one‑on‑one strategy session with one of our CRO consultants.

We’ll only work with you if we believe we can get amazing results together. Our success has come entirely from positive word of mouth, and we plan to keep it that way.

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Win Report: A product title change that increased conversions by 23%

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