CRO

Conversion Rate
Optimisation, Tied To The Ads.

Landing pages, forms and checkout flows rebuilt around what paid traffic actually searched for or clicked — not a generic best-practice pass. A point of conversion is usually cheaper to win than a rupee of CPC.

Let's Talk See the numbers ↓

Where campaign optimisation stops working

Once cost per click is efficient, there's a floor — you can only push a bid so far. Every further gain comes from what happens after the click: whether the page matches what was searched for, whether the checkout is simple enough to finish, and whether the tracking is honest enough to tell you which of those is actually broken. At real spend levels, a one-point improvement in conversion rate is often worth more than any further media efficiency.

The most common failure isn't a bad page in isolation — it's a page misaligned to intent. Traffic converting on a search for one thing lands on a page built for something more general, and the mismatch shows up as a conversion rate that never quite makes sense against the spend.

What I work on

Landing page redesign — rebuilt around what the ad or search term actually promised
Intent alignment — matching page content to specialty, product or offer, not a one-size page for every campaign
Checkout optimisation — a faster, simpler flow; diagnosing drop-off patterns such as a COD-heavy order mix
Forms and lead capture — reducing friction at the exact point intent turns into a lead
Trust signals — social proof, accreditation and credibility elements where their absence is measurably costing conversion
Combo and bundle strategy — where raising average order value is the more efficient lever than raising traffic

Where this work has run

CRO doesn't stand alone in either account below — it's one part of a full-funnel system, which is where it earns its keep. See also performance marketing for e-commerce & D2C, where checkout CRO carries the most weight, and education & EdTech, where intent-alignment work is documented.

D2C & Nutrition

Protein Godam

6–8×

Landing page CRO and checkout optimisation inside a 6–8× ROAS system held for three years

EdTech

EdTech Growth System

Page redesign, CTR and UX improvements, and specialty/intent alignment as part of the first-month turnaround

How I approach a page

Start from the ad, not the page

What was promised in the ad or search term is the standard the landing page has to meet — misalignment there is a bigger lever than any layout tweak, the subject of landing page intent-matching versus generic checklists.

Fix the tracking around it

Conversion changes only mean something if they're measured accurately — see Tracking & Measurement.

Work the whole path

Landing page, form or checkout, and confirmation — a gain on the page that gets lost at checkout isn't a gain.

Treat it as ongoing

Not a one-time redesign. Pages get revisited as campaigns, offers and traffic sources change.

Questions I get asked

Why does CRO matter more once an ad account is already efficient?

Because campaign optimisation has a floor — there's a limit to how cheap a click can get — but the funnel underneath it doesn't. At high daily spend, a one-point drop in conversion rate can cost more than most brands' entire media budget, which is why a point of conversion is usually the cheaper lever to pull.

Is this generic CRO best practice, or tied to the actual ad account?

Tied to the account. Pages get rebuilt around what a visitor actually searched for or clicked on, not a generic template — misalignment between ad intent and landing page content is one of the most common, and most fixable, sources of wasted spend.

Do you handle checkout and forms, or only landing pages?

Both. Checkout is the last place a paid-for customer is lost, so it gets the same attention as the landing page — including diagnosing drop-off patterns like a COD-heavy order mix or a slow, over-long checkout flow.