Landing Page CRO Masterclass
Your Page Is Why Your Ads Don't Scale
You're not losing money on bad ads. You're losing it after the click. Here's the fix.
The Funnel That Fixes Everything
Why Your Funnel Is Leaking
The creative isn't the problem. The page is.
3 patterns killing your ROAS
- Every campaign sent to the same product page
- Ads are tested constantly. Pages, never.
- One page for cold, warm, and hot traffic
✕ Most brands
Same page for all traffic
Pages never tested
No message match
Cold traffic on a closing page
✓ Scaling brands
One page per ad angle
Pages tested as hard as ads
Headline mirrors the ad
Cold traffic pre-sold first
Ad-Page Alignment
Every ad makes a promise. The page must keep it.
1
Headline Match
Ad: "Tired of waking up exhausted?" → Page H1: "Tired of waking up exhausted?"
2
Angle Match
Each ad runs on an angle. The page must speak to that angle's specific buyer.
Problem/Solution
"Tired of waking up exhausted?"
Social Proof
"47,000 women trust this"
Mechanism
"It's not your diet, it's cortisol"
Authority
"3,000+ doctors recommend it"
3
Audience Match
A 25yo athlete and a 50yo executive need different fears, language, and proof. One page can't do both.
One ad angle = one page. Non-negotiable.
Audit it now
- Pull your top 5 ads by spend
- Write each ad's core promise
- Open the page each one drives to
- If the page doesn't open with that promise, that's where your CAC is leaking
The 3 Page Types You Need
Advertorial
Reads like an article. Educates and shifts belief before introducing the product.
Cold · TOF
Listicle
Numbered list. Satisfies curiosity, positions your product as the answer.
Cold–Warm · TOF/MOF
Sales Page
Built to close. Right offer, right proof, every objection removed.
Warm · MOF/BOF
Page Structure
Advertorial, story-driven
- HeadlineNews story or personal narrative
- ProblemMirror their experience in their words
- Failed triesValidate frustration first
- MechanismWhy this works when others didn't
- ProofSpecific results from people like them
- TransitionLead to product naturally, never pitch
- CTA"See if it's right for me →"
Listicle, curiosity-driven
- HeadlineCuriosity. Promises a useful list.
- IntroTwo sentences. Why this matters now.
- List3–6 items. Product earns its place.
- CTAOne line. Push to offer page.
Sales page, built to close
- Above foldHeadline mirrors ad. CTA visible.
- HookTheir problem in their exact words
- MechanismOne paragraph. Plain language.
- ProofNumbers, before/afters, authority
- OfferWhat they get + guarantee, unmissable
- FAQEvery reason not to buy, answered
- CTAAfter every major section
Want us to find what's leaking conversions between your ads and your pages?
We optimize stores from $1M to $50M+ per year. Get the exact fixes we use to 2 to 4x conversion rates.
Test In This Order
Skip a level, and the test below means nothing.
| Level | Signal | Fix |
|---|---|---|
| 1. Concept | CVR under 1.5% | New page, new angle |
| 2. Hook | High bounce, low scroll | Rewrite headline + hero |
| 3. Proof | Good scroll, low CTA clicks | Test format + placement |
| 4. Offer | High clicks, low checkouts | Test guarantee + value |
| 5. Friction | Starts but doesn't complete | Cut steps, fix mobile |
Rules: One variable at a time. 100+ conversions. 95% confidence.
Metrics That Matter
The weakest number is your highest-leverage fix.
| Metric | Formula | Target |
|---|---|---|
| RPV | Revenue ÷ Visitors | $3–$8 |
| CVR | Orders ÷ Visitors | 2–5% cold / 5–10% hot |
| CTA clicks | Clicks ÷ Visitors | 10%+ |
| Initiate checkout | Starts ÷ Visitors | 40–60% |
| Completion | Orders ÷ Starts | 50–70% |
| CAC | Spend ÷ New customers | Below breakeven |
| LTV:CAC | LTV ÷ CAC | 3:1 minimum |
| Breakeven ROAS | 1 ÷ Margin % | Know it cold |
Scale Checklist
Hit all 5, then scale. Not before.
- 1CVR stable for 2 consecutive weeks
- 2CAC comfortably below breakeven
- 3LTV:CAC at 3:1 or better
- 4Page speed under 3s on mobile
- 5Next test already written
The Summary
✕ Most brands
Ad
→
PDP
→
Hope
✓ Scaling brands
Angle
→
Page
→
Pre-sell
→
Convert
One angle. One page.Every time. No exceptions.
Match page to temperatureCold needs presell. Hot needs speed.
Match proof to audienceTargeting women 40+? All testimonials should be women 40+.
Answer objections firstBefore the visitor thinks them.
Test concept firstCVR under 1.5% = wrong angle. Move on.
Scale only when ready2 stable weeks. CAC below breakeven. 3:1 LTV:CAC.
The page is the sales mechanism. Build it like one.
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.