How Lucky Orange Helped FTx POS Optimize SEO Strategies and Increase CTA Clicks by 40%

Landing pages are the backbone of a successful SEO strategy—especially when they drive crucial demo signups. For Himani Sadhu and Erik Nelsen, SEO specialists at FTx POS, making informed, data-driven decisions was essential to maximizing every visitor’s potential. With a diverse range of landing pages to oversee, Erik and Himani needed a clear way to identify what worked and what didn’t.

How FTx POS Meets the Needs of the Retail Industry

FTx POS specializes in tailored point-of-sale solutions for the retail industry, offering specific solutions that address various pain points retailers face. At FTx POS, they're redefining the retail experience with comprehensive solutions that streamline operations and elevate customer engagement.

Their suite of software products includes retail point-of-sale systems, e-commerce integration, customer loyalty and reward solutions, digital age and identity verification software, warehouse management solutions, and marketing and digital signage solutions. Their solutions excel both as standalone applications and when integrated, forming a powerful end-to-end suite. This integrated approach allows FTx POS to offer targeted solutions for different challenges, with tailored content and resources designed to address each unique need.

Unlocking Insights with Lucky Orange

Their customer acquisition strategy revolves around targeted landing pages designed for specific customer segments. These pages are pivotal to their growth and require ongoing optimization.

By leveraging Lucky Orange’s custom event tracking, Erik and Himani were able to analyze user interactions with key elements like call-to-action (CTA) buttons. This gave them invaluable insights into what drove conversions and where improvements were needed.

FTx POS’s SEO/Marketing team already had insights into which pages were driving the most conversions through Google Analytics, tracking traffic and form submissions. However, they lacked a clear understanding of the customer’s journey on the page and which CTAs were most effective.

“Much of our optimization effort focused on refining CTA text, as that's where conversions ultimately happen,” they explained.

Using Lucky Orange Conversion Funnels, they mapped out the client's journey, starting from the homepage and other high-traffic pages, leading to the CTAs. This allowed them to track in real-time where clients dropped off and, most importantly, which button was clicked at the end of their journey.

By simplifying users’ options, they achieved a 40% increase in specific CTA clicks.

Heatmaps That Highlight Success

“Basic analytics are a good starting point, but Lucky Orange takes us to the next level,” Erik explained. “It’s not just about traffic—it’s about understanding user behavior and actions on the page.”

Dynamic Heatmaps combined with custom event tracking proved to be a game-changer for FTx POS. These tools provided a clear visual representation of where users engaged most, while also pinpointing areas that needed attention.

At FTx POS, heatmaps are the most valuable feature of Lucky Orange, giving deep insights into user behavior. By analyzing both high-performing and low-performing pages, they identified which sections users engaged with the most, where they lost interest, and how they navigated the site.

This allowed them to make data-driven decisions on improving specific sections, repositioning key elements, and adding CTAs in the right places.

One major takeaway was understanding how users from different traffic sources, especially social media ads, interacted with their pages. Heatmap analysis helped them determine which landing pages resonated best with these visitors, allowing them to refine their targeting strategy.

By implementing these changes, they saw a 2x improvement in click rates and conversions, proving that small optimizations based on real user data can drive significant growth.

Himani Sadhu shared, “We invest heavily in SEO every month, so our landing pages have to perform. Heatmaps showing exactly where users are engaging are critical to ensuring our pages deliver.”

Smarter Optimizations, Better Results

Lucky Orange’s robust CRO toolkit empowers businesses to make smarter, data-backed decisions, whether it’s refining landing pages like FTx POS, gathering customer feedback through surveys, or optimizing other website elements. With its intuitive tools and actionable insights, Lucky Orange helps you take your projects to the next level.

For Erik, Himani and FTx POS, Lucky Orange wasn’t just a tool—it was the key to creating high-performing landing pages and driving real results.