Known, documented friction that has been sitting on your product page and checkout since launch. I find every line of it, attach a dollar figure to each one, and then I’m the one who ships the fixes — in Shopify, in 30 days. If revenue per session on the pages I touch hasn’t gone up, you get every dollar back.
It’s falling because you scaled spend and the traffic got colder — and the site was never built to convert cold traffic. Those are two different problems with two different fixes, and everyone keeps treating them as one.
Meanwhile you’re paying to send roughly 97 of every 100 visitors to a page that gives them a reason to leave. The industry’s answer is more traffic. The cheapest traffic available to you is the 3% you already bought and lost.
At the frontier — where a store has fixed everything known and is chasing the last few percent — that’s true, and testing is the only way forward. A store that has never been audited isn’t at the frontier.
The winning changes on a DTC product page and checkout are already known. Baymard has 150,000 hours of UX research on it. Conversion.com has a repository of 20,000 experiments. Invesp has 36,600. Testing to rediscover a documented fix is paying for an answer you could have looked up.
So the question was never which variant wins. For a store your size it is: which known fixes apply to me, what is each one worth, and who is actually going to ship them. The teardown shops answer the first. Nobody prices them. Nobody ships them. That gap is the debt.
The reason your last CRO engagement didn’t move revenue isn’t that the recommendations were wrong. It’s that nobody shipped them — and nobody could tell you what any of them were worth.
A ledger, in the accounting sense: everything owed, itemised, priced, then paid down and reconciled. The reconciliation is the part that matters — it’s what turns delivery into proof, and it’s what makes the guarantee measurable.
All 10 page types scored against published conversion research — Baymard, Conversion.com, Invesp — plus a benchmark against 3 direct competitors on the elements that drive the purchase decision.
Each finding gets a dollar figure built from your own traffic and drop-off data, so the roadmap is ranked by recoverable revenue instead of by taste.
Before/after mockups first, so you see exactly what changes. Then I implement the approved fixes directly. No handoff, no backlog, no “when we get to it.”
Revenue per session, 30 days before versus 30 days after, on the pages I touched. Claimed against recovered, line by line. Proof, not a status update.
Three numbers you already have. This is an order-of-magnitude estimate, not the ledger — the real one is built from your GA4 and your own drop-off rates, and it names each line.
| ID | What I do | What you get |
|---|---|---|
| D-01 | Full-funnel diagnostic across all 10 page types, scored against published conversion research | The Conversion Debt Ledger — every leak found, ranked, with a dollar figure attached to each |
| D-02 | Benchmark against 3 direct competitors on the elements that drive purchase decisions | Hard evidence of exactly where you’re losing the buyer to the brand next to you |
| D-03 | Before/after mockups for every priority fix | You see precisely what changes before a single thing ships |
| D-04 | Implement the approved fixes directly in Shopify | The fixes are live. No dev handoff, no backlog, no waiting |
| D-05 | GA4 funnel tracking and a revenue-per-session baseline | Permanent visibility into where money leaks — you keep this forever |
| D-06 | 30-day reconciliation | Claimed against recovered, line by line. Proof, not a status update |
Thirty days after the fixes go live, we compare revenue per session on the pages I worked against the 30 days before. If it hasn’t increased, you get a full refund. Speero, Baymard and ConversionWise offer no guarantee at all, at several times the price. I’d rather carry that risk than ask you to.
These are published on purpose. Below this floor a 30-day read on revenue per session is too noisy to stand behind, which would make the guarantee meaningless for both of us.
Four conditions, agreed in writing at kickoff, so the measurement stays honest: approve or reject proposed fixes within 5 business days; no change to pricing or the core offer during the 30-day window; no shift in ad spend beyond ±30%; Shopify and GA4 access at kickoff.
I don’t have them yet. I’m not going to pretend otherwise, and you won’t find a borrowed logo or an invented testimonial anywhere on this site.
That is precisely why you pay nothing if revenue per session doesn’t move. I’m carrying the entire financial risk of this engagement — which is not something Speero or ConversionWise will do at ten times the price. And before you decide anything, I’ll show you specific leaks I’ve already found on your product page, with what each one is costing you. Judge the work, not the logo.
Most brands your size have. Usually it was a teardown or an audit deck.
Ask yourself how much of it actually shipped. The reason those engagements don’t move revenue isn’t that the recommendations were wrong — it’s that the person who wrote them couldn’t implement them, so everything landed on a dev backlog that never cleared. I don’t hand anything off. I make the changes, and then I show you what they returned.
You’re right to ask, and you’re ahead of most people who don’t.
For this engagement it doesn’t matter, because I’m not testing — I’m shipping fixes that fifteen years of published research already established. Testing is how you find the last few percent once the known problems are gone, and you’re not there yet. If you’re above roughly 140,000 sessions a month, you do have the traffic for a real test programme — that’s the natural next step once the debt is paid down, and it’s what the monthly programme is for.
Nothing, unless you want it to. There is no lock-in and no minimum term. At the reconciliation call you’ll have a measured number and a ledger with the remaining lines still open on it, and you can either work through them yourself or keep me running the ledger monthly. Which of the two retainers makes sense depends on your traffic — and if you don’t have the volume for a test programme, I’ll tell you that rather than sell you one.
Because conversion rate punishes you for growing. Scale ad spend, the traffic gets colder, conversion rate drops — even if the site got better. Founders have been trained to watch a metric that penalises them for scaling.
Revenue per session is robust to a shifting traffic mix and it captures AOV gains, so improvements to bundling, upsells and shipping thresholds count. It is also, simply, the number that tracks revenue.
$1,500 for the first three stores, in exchange for permission to publish the results. $3,000 after that. Either way, the refund clause is the same one.
Ledger in 72 hours · fixes live in 30 days · full refund if revenue per session doesn’t rise.