How Repositioning the Offer Increased Checkout CTR by 320%

Introduction:

GrowthForce, a Belgian CRO agency, partnered with Belgian Beer World to improve online ticket sales for its interactive beer experience inside Brussels' historic Stock Exchange building.

The Problem:

Belgian Beer World's online conversion rate was only 2.02%. GrowthForce ran a 360-degree research sprint across web analytics, behavioral data, reviews, and user interviews, and surfaced 25 friction points on the landing page. But the core issue wasn't just low conversion. The landing page emphasized the wrong value proposition.

Insights & Approach:

Based on the research findings, GrowthForce built a fully new landing page. Instead of shipping it directly, they used Mida to validate whether the new design was actually better. Here are the key changes that shaped the redesign the most:

1. Lead with the rooftop, not the museum.

Before

After

In interviews and reviews, visitors kept describing the same memory: the rooftop and the tasting. Not the exhibits. Visitors weren't buying a museum visit. They were buying the experience of enjoying Belgian beer with a rooftop view over Brussels. The new version makes the rooftop the hero: copy, photos, and video of people toasting with Brussels behind them.

2. Add visible social proof.

Before

After

The old page relied on institutional credibility, like UNESCO recognition, but lacked social proof from real visitors. The redesign adds trust where purchase decisions happen: a 4.5/5 Google rating, review count, Michelin Guide badge, and "Best Hidden Gem 2025" award in the hero, plus a new dedicated section deeper on the page featuring six full Google reviews.

3. Make the value obvious.

Before

After

Price came up in interviews as a barrier, but only when what was included wasn't clear. €21.50 for "a museum ticket" reads expensive. €21.50 for "rooftop access + 2 tastings + a free Belgian beer + audio guide + archaeological site, worth €37.50" reads like a deal. The new design makes total worth and savings visible before visitors click.

The Experiment:

GrowthForce used Mida's Redirect URL Testing to split traffic between the original landing page (belgianbeerworld.be) and the redesigned version (belgianbeerworld.com). They also connected Microsoft Clarity through Mida's integration to combine experiment data with visitor behavior insights throughout the test.

The Results:

GrowthForce reviewed the results in Mida, validating the outcome against Microsoft Clarity, before making the final decision. The data confirmed the same conclusion across both platforms: a 320% increase in checkout click-through rate.

Key Takeaways:

Start with research. Patterns visible across analytics, reviews, and user interviews drive sharper design decisions than internal hunches. The 25 friction points GrowthForce surfaced all came from running multiple research methods in parallel, not from guessing.

Validate with an experiment. Don't roll out a full redesign on intuition alone. GrowthForce used Mida to test the new landing page against the original before shipping, confirming the redesign actually worked.