Data-driven optimisation for the housing journey of tomorrow
How do you maximise conversion in a housing market that never stands still? By combining deep UX analysis with technical expertise and a solid understanding of the business, we’ve laid the groundwork for BoKlok’s next digital chapter.
Since 2020, we’ve been working closely with BoKlok on their digital business. When it was time for a platform generational shift – from Optimizely 11 to Optimizely 12 – we decided to do more than just a technical upgrade. We took the opportunity to dive deep into the entire user experience. The result? A strategic roadmap that optimises every step of the journey, from that first search to finally finding a home.
Solution
Optimizely 12
From a technical lift to a strategic fresh start
A lot has happened since BoKlok’s site launched in 2021. The world has changed, the market has shifted, and user behaviour has matured. People simply expect more relevance and clarity today.
Heading into the Optimizely 12 upgrade, we saw a chance to level up the experience by mixing our previous knowledge with fresh insights. Instead of just moving things over, we brought in our experts in analysis, SEO and design to future-proof the site. The goal was simple: make sure BoKlok’s digital presence performs at its peak and actually converts.
Insight-driven conversion
The mission was clear: create an optimised platform where code, measurement, content and design play well together. By removing friction and sharpening the visual language, we’ve created a seamless flow that guides visitors home, no matter where they are in their buying process.
A mix of hard facts and human touch
To build something solid, we started with an extensive UX and conversion analysis. We took a cross-functional approach to get the full picture:
Qualitative insights: We talked to estate agents and developers – the people who meet customers every day – to understand the real-world challenges in the sales process.
Quantitative data: By digging into GA4 and using Hotjar heatmaps, we could see exactly where people got stuck or headed for the exit.
Expert review: Our specialists used proven UX principles and SEO best practices to find those technical and pedagogical "quick wins".
We boiled everything down to a "conversion killer" analysis. To make it actionable, we created a prioritised list based on our "Do it now, Experiment & Explore" principle. Every task was weighted by effort versus impact, giving BoKlok a clear path forward.
A roadmap for growth
The project resulted in a comprehensive report with insights that we could put into practice right away. These have been the foundation for a full redesign, technical optimisation and a new measurement plan that lets BoKlok track their business with precision.
The implementation in Optimizely 12 is now in full swing. We’re looking forward to launching the new, optimised site in early summer 2026 – a platform ready for the homebuyers of the future.
Get in touch
Reach out to Jenny Mossinger, Head of Sales, for new projects or initiatives.
