From 0,5% to 4% Conversion Rate
How strategic segmentation and a complete checkout rebuild turned a losing funnel into a scalable profit engine.
8xCR Increase
0.5% → 4% Conversion Rate
Full-Funnel CRO Specialist (Strategy, UX/UI Design, Copywriting, Tracking & Systems Architecture)
WordPress, WooCommerce, GTM, PostHog, Clarity, FluentCRM, Brevo, VPS, Cursor
Metrics converted from RON to USD.
A live/online course with an Average Order Value (AOV) of ~$70 USD, centered around hormonal health (The Aviva Method), a practice completely unknown to the target audience.
The initial landing page (V1) suffered from severe message dilution, trying to sell to all target demographics in a single place. This resulted in a poor 0.5% conversion rate (CVR) measured over ~1,200 unique sessions during the first 4 weeks.
Deployed a qualitative survey capturing data from 110 respondents to group customer issues. Split the ecosystem into dedicated funnels (V2, V3, V4), optimized page speed via a custom VPS setup, and completely re-engineered the default WooCommerce checkout via a custom registration script.
Over a 12-week cohort, the CVR on the primary Fertility landing page (V2) stabilized at 4% over an evaluation sample of n ≈ 4,500 total unique sessions, driving the brand past the 150+ lifetime course sign-ups milestone.
With a targeted ad spend of ~$900 USD driving ~3,500 paid sessions at an average CPC of ~$0.25 USD, the funnel generated a cold-traffic CAC of ~$19 USD and an initial front-end ROAS of ~3.6x.
Additionally, because women need regular long-term practice to see physical results, 60% of students chose to purchase the client’s secondary product, an $80 USD/month practice class package, with half of them staying for 5 to 6 months due to the excellent quality of the classes.
Step 1: Full-Funnel Marketing Strategy & Blueprinting in Miro
Before touching the website, I designed the entire journey. In Miro, I mapped the strategy, messaging, personas, and channel plan into a visual blueprint, aligning marketing, product, and offers around one clear path to conversion.
Step 2: Technical Deployment (V1), Design, Copywriting & Tracking Setup
To push the initial V1 MVP live and gather real-world behavioral baselines, I executed the foundational technical setup:
I selected WordPress for long-term client autonomy. However, knowing that slow load times instantly tank conversions, I skipped shared hosting entirely. I provisioned a dedicated Virtual Private Server (VPS) and deployed Varnish Cache. This lowered load speeds from 9 seconds to under 1.5 seconds.
Written using the PAS (Problem, Agitate, Solution) framework, the copy mirrored the physical symptoms and emotional anxieties of the audience, positioning the Aviva Method as a natural solution.
Deployed PostHog and Microsoft Clarity via custom Google Tag Manager (GTM) data layer configurations. I built custom conversion funnels in PostHog and prepared Clarity to record raw user behavior.
Step 3: I launched the First Facebook Ads Campaign to Generate the Initial Data Sets
In this first phase, I kept a generalist copy on the landing page that simultaneously addressed all 5 avatars (infertility, menopause, hormonal imbalances, etc.), taking on the role of testing the market’s initial reaction.
PostHog funnel tracking and Clarity session recordings revealed a consistent pattern: drop-offs were concentrated n the first half of the page. Scroll depth data showed that 65% of users abandoned within the first 15% of the page, before engaging with any offer or proof.
The Facebook ads were compounding the problem: all 5 audience profiles (infertility, menopause, cycle pain, hormonal imbalances, PCOS) were referenced in the ad copy, which drove a mixed-intent traffic pool to a single page that couldn’t speak directly to any one of them.
Session recordings confirmed the pattern. Users weren’t rage-clicking or hesitating at the CTA. They were simply leaving early, without scrolling far enough to reach the section about the course.
The initial conversion rate flatlined at just 0.5%, measured over ~1,200 targeted paid sessions during the first 4 weeks before the pivot.
The data pointed to a messaging problem, not a product problem. Users weren’t rejecting the offer, they weren’t seeing themselves in it. The fix was audience segmentation, not a price drop.
Step 4: Pivoting to Segment-Specific Landing Pages Through User Research
Before pivoting, I needed to answer one question with data: which audience segment was large enough to prioritize first? The answer came from 110 women who had already practiced the method.
To avoid making a pivot based on assumptions, I built a diagnostic questionnaire in Thrive Quiz Builder and had the client share the link inside the WhatsApp communities of the Hungarian Aviva Association. That gave me access to women who had already practiced the method with other instructors in Hungary, so the sample was much closer to the real audience than a cold broad survey.
The 110 responses made the segmentation decision much easier. They showed a clear hierarchy of demand:
Based on that, I split the ecosystem into three separate landing pages: one dedicated to fertility, one to menstrual pain, and one to perimenopause and menopause.
Extended User Research & Funnel Segmentation
The V1 data confirmed a messaging problem. Before pivoting, I needed hard evidence on which audience segment to prioritize — not a guess.
Research Strategy: Thrive Quiz Builder
To avoid making a pivot based on assumptions, I built a diagnostic questionnaire in Thrive Quiz Builder. The client distributed the link inside the WhatsApp communities of the Hungarian Aviva Association, reaching women who had already practiced the method with other certified instructors in Hungary — a pre-qualified, high-intent sample.
110 Respondents. One Clear Signal.
The 110 responses delivered a definitive hierarchy of audience demand — eliminating guesswork from the segmentation decision and giving the funnel pivot a data-backed foundation rather than a creative hypothesis.
Dedicated funnel targeting women seeking natural conception support. Highest-demand segment. Primary optimization focus.
Dedicated funnel for women with irregular cycles and severe menstrual pain. Second-highest demand segment.
Dedicated funnel addressing hormonal transition symptoms. Third-tier segment by volume, but distinct messaging needs.
Meta Ads campaigns were rebuilt in parallel around single-persona targeting. Each ad set addressed one condition exclusively and routed traffic to its dedicated landing page. A woman searching for fertility support now landed on a page built entirely around her specific problem — eliminating content dilution at the traffic source, not just on the page.