Abtech CDDR

Key Takeaways:

Abtech Inc.'s homepage load speed (LCP: 6.4s) is significantly slower than competitors, which impacts conversion rates.
Mobile CTA visibility and form feedback are critical UX gaps; addressing these will drive more leads and reduce drop-off.
Content is clear but lacks competitive differentiation and technical visuals. Enhancing these will build trust and support the buyer journey.
Actionable recommendations focus on performance, mobile UX, content enhancement, and form usability.

Summary of Top Recommendations

Reduce homepage LCP to <3s for higher conversions and improved user experience.
Improve mobile CTA visibility to capture more leads from mobile users.
Add technical visuals and product comparisons to build trust and support the buyer journey.
Strengthen CTA copy and microcopy to increase form submissions.
Add form error handling and feedback to reduce drop-off and improve UX.

1. Executive Summary

This Conversion Decline Diagnostic Report (CDDR) analyzes Abtech Inc.'s homepage and key conversion pages using Lighthouse/PageSpeed audits, UX heuristics, and competitor benchmarking. The goal is to identify technical, UX, and content issues that may be impacting conversions, and provide actionable recommendations.

Scope & Limitations: This analysis is based solely on publicly available front-end website data. No backend/server-side access or data was provided. Findings and recommendations reflect what is observable from the user-facing site only.

2. Technical & Performance Audit

Key Metrics (Homepage)

FCP: 2.2s LCP: 6.4s Speed Index: 5.9s HTTPS: Yes Viewport: Present

Narrative

LCP is slow (6.4s), indicating delayed main content load. This can frustrate users and reduce conversion rates.
FCP and Speed Index are average, but improvement is needed for competitive performance.
HTTPS and viewport are correctly implemented.

Homepage Load Sequence

Step	Screenshot
1
2
3
4
5
6
7
8
9

3. User Experience (UX)

Navigation is clear, but mobile layout could be improved for faster access to CTAs.
Trust signals (certifications, client logos) are present but could be more prominent.
Forms are usable but lack visual feedback and error handling.
Cognitive load is moderate; consider simplifying page hierarchy and reducing unnecessary content.

4. Conversion Funnel

Path to quote request/contact is visible but could be streamlined.
CTA copy is generic; stronger, action-oriented language recommended.
Lead capture forms lack progressive disclosure and microcopy for reassurance.
Content alignment with buyer journey is fair, but technical buyers may need more detailed product/service information.

5. Content Quality

Messaging is clear but lacks differentiation from competitors.
Technical accuracy is good; visuals are underutilized.
Structure and hierarchy are logical, but value proposition could be more prominent.
Content is relevant but could be tailored more to buyer personas.

6. Competitor Benchmarking

Benchmarking Chart

Competitor	Homepage LCP	CTA Strength	Trust Signals	Content Depth	Performance
Abtech Inc.	6.4 s	Moderate	Moderate	Good	Average
Hubbell	3.1 s	Strong	High	High	Good
Eaton	2.8 s	Strong	High	High	Good
R. Stahl	3.5 s	Moderate	Moderate	Moderate	Average
Adalet	3.0 s	Strong	High	High	Good

Abtech Inc. lags behind competitors in homepage load speed and CTA strength.

7. Recommendations

Impact	Effort	Complexity	Category	Description	Business Rationale	Priority
High	Med	Med	Performance	Optimize images, reduce LCP to <3s	Faster load = higher conversions	9
High	Low	Low	UX	Improve mobile CTA visibility	More leads from mobile users	8
Med	Med	Med	Content	Add technical visuals and product comparisons	Build trust, support buyer journey	7
Med	Low	Low	Funnel	Strengthen CTA copy and microcopy	Increase form submissions	7
High	Med	Med	UX	Add form error handling and feedback	Reduce drop-off, improve UX	8

8. Next Steps & Roadmap

Address technical performance (LCP, image optimization)
Refine mobile UX and CTA placement
Enhance content with visuals and competitive differentiation
Update forms for better usability and feedback
Review and iterate after changes

9. Appendix

Full Lighthouse report: abtech_lighthouse_report.report.html
Competitor URLs: Hubbell, Eaton, R. Stahl, Adalet

Contact & Next Steps

Ready to take action or need further details?
Contact: Paul@CyberVisionIS.com or (281) 706-2148
Next Step: Schedule a follow-up meeting or request an implementation proposal.

Conversion Decline Diagnostic Report (CDDR) – Abtech Inc.