Background
Block Matrix IT Solutions was buying qualified B2B traffic that converted at just 1.8%. The bottleneck was the page, not the media: long forms, a weak above-the-fold value proposition and no visible proof.
A full site redesign was also scheduled, which put existing organic rankings at risk at exactly the moment conversion work was starting.
The challenge
Pipeline was capped by the page, not the ads. Qualified B2B visitors were converting at just 1.8%: long forms, weak value propositions above the fold and a site redesign on the horizon that risked wiping out existing organic rankings.
What I did
- 1
Ran structured A/B tests on headlines, hero value propositions, CTA copy and form length — one variable at a time, to significance.
- 2
Cut form friction by removing non-essential fields and moving qualification to follow-up.
- 3
Rebuilt above-the-fold messaging around the buyer's problem with visible proof and a single clear action.
- 4
Protected organic performance through the redesign with full 301 mapping, pre-launch crawls and on-page parity checks.
- 5
Validated results in GA4 with clean conversion events rather than platform-reported form fills.
How it was measured
- Conversion measured on clean GA4 events for genuine form submissions, not platform-reported form fills.
- One variable tested at a time — headline, hero value proposition, CTA copy, form length — and run to significance before the next test started.
- Pre- and post-migration crawls plus on-page parity checks and full 301 mapping to confirm no ranking or traffic loss.
The outcome
- Form submission rate moved from 1.8% to 3.1% — a 72% improvement.
- Same traffic, materially more pipeline, with no additional media spend.
- Migration shipped without ranking or traffic loss.
What I'd carry into a similar project
- Form length is usually the cheapest win in B2B. Qualification can happen on the follow-up call instead of on the page.
- Above the fold, name the buyer's problem before your product. Proof beats adjectives.
- Treat a redesign as a migration project with its own QA, or CRO gains get erased by lost organic traffic.
Stack used
Questions I get about this work
How was a 72% conversion lift achieved?
Structured A/B testing of headlines, hero value propositions, CTA copy and form length, plus reduced form friction and a proof-led above-the-fold rebuild — moving form conversion from 1.8% to 3.1%.
Did the redesign hurt organic rankings?
No. Full 301 mapping, pre-launch crawls and on-page parity checks shipped the migration with no ranking or traffic loss.
Want results like this on your account?
Tell me where growth is stalling and I'll tell you what I'd do first.
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