A campaign brings the traffic. A slow site decides how much of it converts.
Phones Direct built its name on sharp mobile deals, and a major promotional push was coming. The site looked the part, but underneath sat large assets, unoptimised scripts and load times slow enough to lose customers at exactly the moment the ad spend was working hardest.
A full rebuild was out. The campaign had a date, and rebuilding wouldn’t hit it. What was needed instead was targeted optimisation: strip the weight from what already existed, and build campaign landing pages engineered to convert under load.
42%
faster page load times
+31%
Conversion rate increase
28%
lighter total page weight
Optimisation beats rebuilding when the calendar is the constraint.
A rebuild throws away work that’s already doing its job, costs months, and carries the carbon of building everything twice. Most sites don’t need one. They need the weight taken off what they’ve already got.
Every change here was a subtraction: images compressed and converted, scripts minified, caching tightened, dead code cleared. The design stayed exactly as it was. Only the weight behind it changed, which is why 28% of the page disappeared without a single visitor noticing anything except the speed.
01
A campaign page has one job, and it has seconds to do it.
Each page was built to capture attention fast, state the offer clearly, and move visitors toward purchase without friction. Visually bold, content-light, technically lean.
Strategic calls to action, simplified navigation and sharpened messaging created a clean run from ad click to checkout, keeping engagement high and drop-off low. Pages that looked strong and, more importantly, held up when traffic spiked.
02
Optimisation across the wider site
Landing pages don’t exist in isolation. A fast entry point leading into a slow site just moves the problem one click along.
Beyond the campaign pages, the whole site was tuned: image compression and WebP conversion, CSS and JavaScript minification, improved caching, and a clean-up of redundant code.
The result is leaner and faster across every template, and steady enough to handle high-traffic campaigns without buckling. Lighter pages also draw less energy on every visit, so the same work that lifted conversions cut the site’s carbon footprint. Speed and lower carbon cost, from one set of decisions.
Agnikii Digital took our vision and turned it into a high-performing digital experience. Their expertise in both design and optimisation meant our landing pages didn't just look incredible; they delivered real results.
03
Results that held under load
The impact landed immediately. Load times fell 42%, conversions rose 31%, and total page weight dropped 28%.
Performance also became more consistent across devices, connection speeds and regions, which matters most during a campaign peak when traffic arrives from everywhere at once. With further campaigns already in the pipeline, the platform now has the headroom to run them.
Most common questions
01
What was the main goal of this project?
To lift sales and performance during major promotional campaigns through new landing pages and technical optimisation, without the cost or delay of a full site rebuild.
02
How was performance improved?
Through targeted technical work: image compression and WebP conversion, CSS and JavaScript minification, improved caching and code clean-up. Together, these cut load times by 42% and total page weight by 28%.
03
What made the landing pages convert?
Clarity and speed. Bold, content-light layouts, strategic calls to action and simplified navigation gave visitors a frictionless path from ad click to checkout, lifting conversion by 31%.
04
Did the work change the existing design?
No. The optimisation was structural rather than visual, so the brand and layout stayed intact. Visitors noticed the speed, not a redesign.
05
Why optimise instead of rebuilding?
A rebuild takes months, and discards work that already performs. Optimisation delivers the speed and conversion gains far quicker, at lower cost, and with a fraction of the carbon of building everything again.
06
How does this support future campaigns?
A lighter, faster platform has headroom. Traffic spikes that previously risked slow pages now run on infrastructure with room to absorb them.