CRO Funnel Playbook
The $100M Funnel 95% of Brands Have Never Heard Of
One missing page is capping your scale. The biggest brands never run ads without it.
The 2-Step Funnel: What 95% of Brands Run (DO NOT DO)
✕ Most brands
Ad
Hook + click
→
Product page
Has to do everything
→
Checkout
Most leave
You're asking a stranger to marry you on the first date.
Why it fails
- Cold traffic has zero trust before hitting the page
- The product page does ALL the heavy lifting
- No belief shift between ad and buy
- High CPA. Low ROAS. Brutal to scale.
The 3-Step Funnel: What $100M Brands Run
✓ Scaling brands
Ad
Get the click
→
Presell
Warm + shift belief
→
Product page
Pre-sold visitor
→
Checkout
Lower friction
By the time they hit the product page, they already want it.
From PDP-Only To 3-Step In Under 60 Seconds
Why It Works. The 4 Buyer Needs
Humans need 4 things before buying. The 3-step funnel handles each one.
1
Motivation
Make them feel the problem before you offer the solution.
2
Perceived value
Believe the product is worth more than it costs.
3
Reduced friction
Decision feels obvious, not effortful.
4
Zero anxiety
Every objection handled before checkout.
How each funnel handles them
| Need | 2-step (✕) | 3-step (✓) |
|---|---|---|
| Motivation | PDP agitates + sells at once | Presell agitates with no pressure |
| Value | One page builds desire AND price | Presell builds desire. PDP closes |
| Friction | Cold visitor overwhelmed | Pre-sold, decisions made |
| Anxiety | Objections at checkout, too late | Handled before they see price |
The presell doesn't add a step, it removes a barrier.
The 3 Steps
1
The Ad
One job: get the click.
Stop the scroll. Speak to the pain. Earn the click. That's it.
The presell does the selling. The ad just opens the door.
2
The Presell Page
Where the sale is actually made.
Builds rapport. Agitates the problem. Proves the mechanism. Handles objections. The product page never has to.
Pick a format
Advertorial
Problem → Agitate → Solution → Pitch
Use when
- Cold traffic that doesn't know you
- Products that need context
- Health, supplements, wellness
Listicle
"5 Reasons You Wake Up Tired"
Use when
- Native ads. Taboola, Outbrain
- Crowded markets
- Audience knows the problem
What Advertorial Pages Look Like
What Listicle Pages Look Like
The 1-line rule
Need them to feel something?
→
Advertorial
Need them to understand something?
→
Listicle
3
The Product Page
Just needs to close.
Trust is built. Desire is set. The product page just confirms the decision, proof, offer, frictionless checkout.
2–5x conversion rate on the same page. Different visitor.
Want us to map the 3-step funnel onto your store?
We optimize stores from $1M to $50M+ per year. Get the exact fixes we use to 2 to 4x conversion rates.
Apply It Now
- Pick your highest-spend cold traffic campaign
- Build a presell page for that angle, advertorial for feeling, listicle for understanding
- Route the campaign: presell → existing PDP
- A/B test: presell + PDP vs. direct to PDP
- Measure CAC + CVR at the funnel level, not page level
- Build a presell for every winning angle
The Summary
2-step failsCold traffic + closing page = bounce. The page can't do everything.
Presell is the fixWarms, educates, agitates, kills objections, before the price.
2–5x PDP conversionPre-sold visitors convert harder. Same page, different visitor.
Advertorial = feelingCold traffic, high-skepticism, products needing context.
Listicle = understandingNative ads, crowded markets, problem-aware audiences.
4 needs coveredMotivation, value, friction, anxiety, each gets its own stage.
The rule: don't send cold traffic to a closing page. Warm them, then close.
Who You'd Be Working With
Kam Hossieny
- Former Strategy Consultant at Deloitte (4 years)
- Built and scaled a 7-figure brand
- Scaled Solvexmedia from 2 employees to 20+ in 4 years
- Grew from 1 client to 400+ clients
Real Client Results
$1,338,625
incremental annual revenue for one brand. 14 winning tests out of 22. Same ad spend.
"Out of 22 A/B tests, 14 were significant wins, generating $1,338,625 in incremental annual revenue without increasing ad spend."
Mark P. · MUMS, The Swedish Candy Co.
★★★★★
Real Dashboards. Real Conversion Rates.
2X CVR
in the first two weeks
"Kam and Solvex are magical when it comes to increasing conversions."
Shayne Rubio
★★★★★
5%+ CVR
on every Solvex page
"They build the highest converting landing pages. We haven't seen a conversion rate below 5% on a Solvex page."
Jay Vintimilla
Griddle Buddy USA
★★★★★
+40% CVR
confusing offer turned into a story that sells
"They took our confusing offer and turned it into a story that prints sales. These guys understand CRO like nobody else."
Fonzie
DYC International
★★★★★
What CRO does to a real store's numbers
| Metric | Before (Control) | After CRO + A/B Testing |
|---|---|---|
| Monthly Ad Spend | $30,000 | $30,000 |
| Monthly Sessions | 22,500 | 22,500 |
| Conversion Rate | 1.21% | 2.48% (+105%) |
| Average Order Value | $74 | $78 |
| Revenue Per Visitor | $0.90 | $1.93 |
| Cost Per Acquisition | $102 | $49 (52% lower) |
| Monthly Revenue | $20,250 | $43,425 |
| Annualized Impact | — | +$277,000 |
Same spend. Same traffic. Over 2x the revenue.
Pages We've Built
Want Us To Do This
To Your Store?
To Your Store?
We optimize stores from $1M to $50M+ per year. On the call we go through your store live, show you exactly where you're losing sales, and tell you what we would fix first. If we can't help, we tell you that too.
- 400+ brands optimized
- +105% CVR on the same ad spend
- $1.3M+ added for one client
Spots are limited. We only take on a few brands per month.