Landing-page rebuilds, message-match work, mobile UX, and A/B testing. The work that doubles your conversion rate so the same ad spend brings twice the customers. Usually bolted onto a Google Ads management engagement; can be standalone.
Your traffic is solid. Your ads are solid. But conversions are flat — or you've maxed out what better ads can do, and the bottleneck is now the page. You don't need a new website; you need the existing one to actually convert.
Hotjar / Microsoft Clarity / FullStory data review (or fresh installation if missing). Click maps, scroll depth, rage-click identification, form drop-off.
Every step from ad click to conversion mapped. Drop-off points quantified. The 'leaky bucket' you can't see until it's drawn.
Headline rewrite for message match with each ad campaign. Sub-headline supporting the promise. Hero visual that earns its real-estate.
Primary, secondary, tertiary CTA placement and copy. Most landing pages have a confused CTA hierarchy — clarity is the cheapest conversion lift.
Field count, label clarity, validation messages, multi-step layouts where they help. Form abandonment is conversion debt you don't realise you're carrying.
60–80% of paid traffic is mobile. Touch targets, scroll behaviour, viewport meta, image sizing, and the hero re-thought for a 375px-wide screen.
Where testimonials, logos, case studies, and trust signals actually move the needle (it's not always 'above the fold').
Core Web Vitals diagnostics. Image compression, lazy loading, render-blocking script removal. Speed is a conversion factor and a Quality Score factor.
VWO / Optimizely / Google Optimize-replacement tool installed and wired. Variant created. Traffic split. Statistical significance threshold agreed upfront.
Each test run to significance (or futility). Winner declared, loser archived, learnings documented. We don't run tests we can't read.
Coordinating with Google Ads — better landing pages improve landing-page experience score, which lowers CPC. Tracked monthly.
I work with your dev team (or your CMS — Webflow, WordPress, Shopify, custom) to ship the changes. I can write the front-end code where useful.
Sounds like what you need?
Get in touch →Heatmaps, funnel mapping, baseline metrics captured. Hypotheses ranked by predicted lift × confidence.
Top hypothesis built as a variant. A/B test live. Other low-risk fixes (mobile, speed, message match) shipped directly without testing.
Tests run to significance (typically 2–4 weeks). Winner promoted. Next test queued. Repeat.
Have a similar problem?
Get in touch →Either. I'll write front-end code (HTML/CSS/JS, Webflow, Shopify Liquid, WordPress blocks) where useful, or hand off detailed specs to your existing team. Most engagements are a mix.
Quick fixes (message match, mobile, speed) ship in week 2 and show results in week 3-4. A/B tests take 2-4 weeks to reach significance depending on traffic volume.
VWO or Microsoft Clarity / Hotjar for heatmaps. Anything CMS-agnostic for A/B testing (VWO, Optimize-replacement tools). I avoid tools that require dev setup for every test.
Only if we're sloppy. A/B testing tools can be implemented in ways that confuse Googlebot. I use canonical tags, server-side rendering of the control, and follow Google's testing guidelines. SEO stays neutral or improves (better Core Web Vitals).
Lead-gen pages: 30–80% conversion-rate lift over 3 months is the realistic range for accounts with obvious problems. ECommerce: 10–30% is more typical (the gains are harder-won because the base rate is lower). Highly optimised pages may yield 5-15% lift, but it's still worth it on $50K+/month spend.
Both. It's most powerful bolted onto a Google Ads management retainer (the optimisation cycles compound). But for accounts where the ads are fine and the page is the bottleneck, a standalone CRO engagement makes sense.
A second pair of senior eyes on your account — without committing to a retainer.
Read more →The senior PPC specialist your account needs — not a junior account manager.
Read more →If the data is wrong, every decision downstream is wrong. Fix the data first.
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