We audit the funnel, redesign the high-traffic surfaces, and run the experiments that prove the redesign. The brief is written. The redesign ships. The tests run.
Every engagement produces a tested page or flow, the experiment data behind it, and the code your team uses to keep going. We don't sell taste. We sell the surfaces that moved a number.
We map the path from first touch to converted customer, instrument the events that are missing, and score every surface against conversion benchmarks. The output is a ranked list of where the funnel actually leaks, not a vibes report on the visual design.
One page or one flow, picked because the audit said it would move the most revenue. Pricing, homepage hero, demo form, key blog template. New IA, new copy, new visual hierarchy, new component code. Built to be tested.
Each experiment has a hypothesis written down before launch, a minimum detectable lift, and a kill criterion. The redesign goes head to head against the existing page. We ship the winner, archive the data, and tee up the next test.
You leave the engagement with editable Figma files, the production code committed to your repo, and the test framework wired up (GrowthBook, PostHog Experiments, or VWO) so your team can run the next round without us.
The web layer is where positioning becomes a converted account. It only works if the layers around it cooperate. Strong messaging upstream, a real lead source feeding it, and automation downstream to catch what the page produces. We almost always pair the redesign with one neighbor layer.
Week one. We pull analytics, session replays, and heatmaps, then map every step from acquisition to converted account. Output is a written brief that ranks the redesign-and-test candidates by expected revenue impact.
Week two. New IA, new copy, new conversion thesis for the chosen surface. We agree on the hypothesis, the test setup, and the kill criteria before any pixels move. You sign off before we design.
Weeks three to five. Figma first, then production code. Friday demos. The new variant ships behind a feature flag, ready to be split-tested against the existing surface at real traffic.
Weeks six to eight. The A/B test runs. We monitor the funnel daily, kill losers fast, and ship winners to 100%. The handoff doc tells your team how to run the next experiment without us.
The site looks fine. The pricing page bounces at 88%. The demo button is buried in a nav dropdown. Nobody has mapped the funnel and nobody is tracking the events that would prove which surface is broken. We start with the audit, then redesign one page that matters, then prove the redesign with traffic.
Week one looked like four hours of session replays and a Loom walkthrough of every funnel event that was missing. By Friday the brief named the pricing page as the redesign-and-test target, with two backup hypotheses for the demo form.
Weeks two through five replaced the pricing page with a three-tier layout, a usage-based slider, and an above-fold demo CTA. Friday demos kept the founder in the loop without standing meetings on the calendar.
The split test ran for three weeks at 50/50 traffic. The new pricing page beat the old one on demo clicks by triple digits at 97% confidence. Scott's team got the test framework, the Figma, and the playbook for the next experiment.
