CRO Before Campaigns
Rohit Shihora
Version 1 for A/B testing
Version 2 for A/B testing
Instead of “launch and pray,” I structured the page for attention control, message sequencing, and stronger call-to-action flow before activating campaigns.
The client wanted to increase ad budget.
On paper, traffic looked fine. CTR decent. CPC healthy.
But conversions were inconsistent. Cost per lead fluctuating without reason.
Classic mistake? Blaming the platform.
I paused expansion and audited the landing experience.
What I found:
– Offer wasn’t clear in the first scroll
– No visual hierarchy guiding attention
– Weak trust signals above the fold
– CTA competing with distractions
– No process mentioned, only information
So instead of scaling ads, I redesigned the page flow.
✅ Clear headline tied to intent.
✅ Stronger problem framing.
✅ Structured proof blocks.
✅ One dominant CTA path.
✅ Removed cognitive overload.
Only after that did traffic make sense.
Because ads don’t fix confusion.
They amplify it.
This project wasn’t about “design.”
It was about making paid media mathematically viable before spending more.
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Posted Feb 12, 2026
Before spending on ads, I rebuilt the landing flow to remove friction, clarify the offer, and increase conversion intent. Traffic only works when the page does.
