Conversion Rate Optimization
Your Ads Work Better
By Fixing What Happens
After The Click
If you are trying to grow, you are probably doing the hard part already. You are spending money on ads. You are taking calls. You are trying offers. You are still not getting consistent wins, and it is not obvious why.​
​
Is it the ads? Is it the website. That is the gap we solve.
Conversion rate optimization makes more of that traffic turn into revenue. Studying the post-click system with measurement, testing, and conversion improvements feeds better signals back into the ad platforms.
​
If you're here, it's because you know something is broken in your current strategy. We'll help you find it. Fix it. And then scale ads. So you get more buyers. And each buyer is spending more.
CASE STUDY: 92 Days to More Profit
Silver Lining Scrubs, a DTC ecommerce brand, faced a 3-pronged challenge
-
Ads were driving sessions
-
Sales were mostly from email channel
-
Previous agency was launching 5 ads per week
​​
Our team identified the ads and website had excellent lifestyle imagery, but the email campaigns got into unique differentiating factors. While incorporating more technical factors made the website look "less beautiful," the same volume of traffic generated twice as many sales. And each customer purchased 18% more per order.
​
​
Results: From 1.3% to 2.5% conversion rate, $74 to 91 AOV increase
There is nothing more expensive than paying for clicks that don't convert.
Some marketing problems are ad problems. Most are system problems.
The ad platform can only attract clicks. But it can be misconfigured to attract tons of clicks but not great buyers. Your add to cart numbers go up, but the purchases go down. Performance becomes unstable, and every month the graphic designer, ad buyer, and website designer are blaming eachother for causing the failure.
We focus on a simple chain, because it is how revenue actually happens.
intent → experience → intake → measurement → follow-up
​
When we tweak the user experience after the click, paid ads typically improve too. Because the conversion rate rises, lead quality increases, and the algorithms receive clearer feedback. That is how you earn scale without burning cash.​
Most agencies treat each phase of the buyer's experience as a silo'd experience.
​
Each section below is our strategy, the telltale failure pattern we see, and the tool-backed way we correct it.
Strategy 1:
Measurement That Finds the Truth
“Half the money I spend on advertising is wasted, and the trouble is I don’t know which half..”
- John Wanamaker
19th century businessman
The Reports Are Misleading
Everyone agency reports performance. But how they report it can be misleading. A table of numbers is the worst. A graph at least shows you trends.
The secret sauce is in the user behavior. You can't graph it, but the ratios between each number can reveal why people are clicking but leaving. Adding to cart but not purchasing. Or scheduling calls and then no-showing.
​​​
How We Are Different
We map conversion events to real user behavior. For example, a high number of add to carts but low number of purchases can mean surprise shipping appears. Or, people feel they have to add to cart to find more information (like if the discount code applied). So it's not a true "intent to purchase."
We QA the experience from the ad creative to the purchase. Ensuring the full path is trustworthy, then we use that data to drive testing priorities.
​
Insider Tip (Agency Warning)
Ask your agency to explain why each performance number is going up or down. If they can only define the word (like Cost per click is the cost per click), you are likely paying to optimize the wrong behavior.
If your business feels like it should be generating more sales than it is, schedule a call.
Strategy 2:
Landing Pages That Do Their Job
“The purpose of business is to create a customer”
- Peter Drucker
Management Consultant
Land Pages Are Not Design Projects
That feels counterintuitive. But it's an often overlooked necessity.
​
Designers love showcasing their creativity. It has a place, sure. Ugly doesn't sell. But conversion rate optimization is about seeing your landing page as a sales asset. Metrics determine if "beautiful" is "effective."
​
Effectiveness is its ability to convince more people to take the next step. Implying less confusion and less friction, while reinforcing the promise your ad already made.
How We Are Different
If data implies a photo will generate more sales than a video, we A/B test both versions and see. We don't operate on opinions. It's about letting the paying customers show us what they like better.
We use this method to tighten message match, clarify the offer, and put proof where buyers actually look. ​
This is where “ad performance” often changes, because the same click now produces more sales
Insider Tip (Agency Warning)
If you are being charged for landing page analysis and recommendations, your agency is doing you a disservice. Even if they're running tests, they could be too short, with decisions made on noise. A business cannot scale paid traffic if the post-click experience is unmanaged.​
​
If your revenue would increase using this approach, schedule a call.
Strategy 3:
CRO - Optimizing The Entire Buyers Journey
“There is only one boss. The customer."
​
- Sam Walton
Founder & CEO, Walmart
The Best Ads Won't Convert If Your Landing Page is Inadequate.
The buyers experience encompasses the ad, the website, the emails, and the purchasing process.
The most ideal purchase experience is Amazon's Buy Now Get It Today process where the credit card is saved. Requiring people to input credit card information to before they see shipping costs adds friction. As does a lead-gen industry requirement of "schedule- appointment then send a proposal/quote/invoice.
​​Agencies love to insist their traffic is high quality, then blame the website for lack of conversion. Yet they never want to take responsibility for how to improve the site.
How We Are Different
We take ownership of the entire customer journey, including the website. We compare whether video or photo improves sales. Whether 10% off or $10 off makes a difference.
​
We run a clear cadence. Hypothesis, change, measurement, decision, and next test. And study the resulting Heatmaps, scroll depth, and session replays help us see exactly where buyers hesitate, so we stop guessing.
​
Then we remove friction in the next step, whether that step is a purchase, a call booking, or a quote request.
​
Similar to how we A/B test ad creative and offers, every improvement compounds and stacks.
Insider Tip (Agency Warning)
If 300 visitors to your site visit a specific product page (from ads and SEO and direct traffic) ... but none of the 300 take the next step... it might be something on your site.
We use tools like VWO or Optimizely for A/B tests, plus Hotjar for heatmaps and recordings. Paired with call outcomes from CallRail. This is how you optimize for sales, not clicks.
If you think your revenue would increase with a strategic conversion rate optimization strategy, schedule a call.
Strategy 4:
Average Order Value and Lifetime Value
"In golf, as in life, it's the follow-through that makes the difference."
​
- Anonymous
Make more revenue from every purchase
Asking "would you like fries with that" adds 15-40% of the annual revenue for McDonalds.
Many businesses insist this first one-time-transaction generating all the profits and revenue for the entire business. Just about every business survive on repeat purchase and contribution margin.
​
Many small businesses struggle because they are single SKUs products. They have no inventory or budget to offer bundles or post-purchase upsells.
But this is not true. We just know where to look.
How We Are Different
We deploy practical AOV levers that fit the product and buyer. Bundles, add-ons, cart thresholds, and post-purchase offers are tested like any other conversion component.
​
We also build and optimize follow-up systems that increase the odds of a second transaction, reviews, and referrals.
​
​
Insider Tip (Agency Warning)
If your agency "just runs ads and the website," then your business will always struggle to generate revenue. ​
​
Upsells, cross-sells, and repeat purchases are what keeps nearly every business alive. Even marketing the naming convention is clever: Value meals. Loyalty programs. Platinum.
​
If you would like to increase your revenue by increasing average order value, extending customer life time value, and growing referrals, schedule a call.
Google Ads +
FB & IG Ads
Google First Strategy: Leverage Google ads to find the high volume search terms. Then landing pages are created incorporated those terms. CRO continuously tightens messaging and land page variables to increase form completions or checkouts.
CRO First Strategy: Use CRO to optimize organic traffic and solve as many friction points that kill intent. Then Google Ads scaling is no longer “find cheaper clicks.” It's attracting all the traffic because we know how to get them to buy.
Google Ads +
ChatGPT Ads
ChatGPT Ads First Strategy: Treat ChatGPT as a live focus group asking comparison, safety, pricing, and “best for" questions inside one thread, then click when they trust the answer. CRO turn patterns into page sections and FAQs attracting the next commitment.
​
CRO First Strategy: Build “answer pages” first: short, scannable, proof-heavy pages designed to be summarized by AI and verified by humans. Then ChatGPT ads routes the right questions to intent pages vs curiosity discussions.
ChatGPT Ads +
FB & IG Ads
FB/IG First Strategy: Use Meta to stress-test emotions. Your best creatives reveal what people fear, desire, and misunderstand in two seconds. Feed winning hooks into CRO as headline tests, proof placement tests, and offer framing.
​
CRO First Strategy: Build pages to representing each emotion and value proposition. Identify which gain the most visibility on SEO. Use Meta to buy paid ads towards terms with the most volume, and engagement towards the others.
We love working with small brands who want to grow
You may recognize many of our larger clients
Case Studies
In two months we improved from 2.5x to 11x ROAS. Fantastic quality, guidance and amazing guidance from a data-driven perspective.
Steve G. CEO
Peace of Stage
I feel he is the best marketing strategist in any of the companies in our VC portfolio.
Zaid R, Founder
Flex.one
They absolutely crushed it! It’s big picture thinking combined with technical execution which directly increased our sales pipeline.
Michael Z, Dir of Sales
la Madeline
The team at Pretty-Impressive Marketing go above and beyond our previous agency.
Court K, President
Lofty Sleep
They whipped our accounts into shape, fixed our attribution woes, and over-delivered on results.
Tiffany R, CEO
Silver Lining Scrubs
I can’t say enough good things about this team. The results speak for themselves.
Mark R, Regional VP
Hinge Health
Frequently Asked Questions
Q: Is this just a CRO service?
A: CRO is part of it. The difference is we often include paid ads before traditional website CRO, and ecommerce AOV, and LTV after typical CRO. End-to-end optimization from a single source makes it more profitable and scalable.
​
Q: Will this help Google and Meta ads performance?
A: Usually, yes. Frequent page improvements, cleaner conversion signals, and increasing ROAS improve efficiency because the platforms learn faster and waste less, and generate more revenue from each sale.
​
Q: How long does it take to see improvements?
A: Some fixes show quickly after tracking and friction issues are corrected. Meaningful lifts come from a testing cadence over several weeks. It's about finding compounding effects.
​
Q: Does this work for lead gen and ecommerce?
A: Yes. The funnel steps change, but the system stays the same. For lead gen we focus on qualified consults and pipeline outcomes. For ecommerce we focus on inbound, conversion, and AOV/LTV.
​
Q: What do you need from us to start?
A: Access to analytics, your website or landing pages, and wherever leads or orders are recorded. Then we audit, prioritize, and start testing.
If you're spending $2-12k in ads, your sales should be $10-100k.
Your campaigns may not be “bad.” They may be misconfigured in a way that allows junk to slip through.
Let's set up a quick call to compare your top level inbound strategy is feeding into the rest of your buyers flow.
​
Compounding success starts with collecting and translating data into English.