Yeah, we had something similar happen with a SaaS knowledge base project. For a long time we focused mostly on design updates and assumed conversions were low because the pages looked outdated, but after checking user behavior we realized people simply weren’t reading the content the way we expected. Most users scanned quickly, skipped huge text blocks, and ignored buttons placed too late on the page. Once we rewrote content into shorter sections and made the value clearer near the top, conversions started improving without changing the product itself. We also found that mobile behavior was completely different from desktop, which explained a lot of the inconsistencies we were seeing before.