Marketing With Fearby Andrew Fear
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The HarnessThe AuditFractionalAboutBook a call with Andrew

The harness · 05 / 09

Conversion rate optimization

Turn the traffic you already pay for into pipeline.

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The problem it fixes

Sound familiar?

  1. 01

    Visitors can't tell what you do, who it's for, or why to act now.

  2. 02

    Your demo form converts, but half the meetings are the wrong people.

  3. 03

    You're A/B testing button colors on a page that needs a new headline.

What I draw on

The playbooks behind it.

Unbounce and Oli Gardner

Conversion-centered design

One page, one goal. Message match with the ad. Proof next to the ask.

Spiralyze

Test-library approach

Start from patterns that have already beaten control on comparable pages, then adapt them.

WiderFunnel

LIFT model

Value proposition, relevance, clarity and urgency drive conversion; anxiety and distraction kill it.

MECLABS

Conversion heuristic

Motivation matters most, then clarity of the value proposition, then incentive minus friction and anxiety.

Frameworks are public. The harness applies them to your business using your data, your customers' words and judgment from three exits, then checks every output against the same standard.

What the harness does

What actually happens.

  • Scores your key pages on value, relevance, clarity, anxiety, distraction and urgency
  • Walks every page top to bottom and annotates what to change
  • Builds a test backlog with a hypothesis and a decision rule for each test
  • Rewrites the three sections that matter most
  • Measures past the form, all the way to pipeline
Checked before it ships
  • Every test has a hypothesis and a decision rule
  • Wins are judged on pipeline, not form fills
  • Rewrites pass the same 10-point review
Prior-role result · Pingboard

+170% free-trial conversion from a free-to-paid rebuild, with high-intent leads up 38%.

Related reading

Go deeper.

Marketing auditThe B2B SaaS marketing audit checklist, pipeline firstA 39-point marketing audit for B2B SaaS CEOs: pipeline, ICP, channel economics, conversion, AI search and AI workflows. Score it yourself in a day.Pipeline diagnosticsMarketing spend is up. Pipeline isn't. Here's where to look.A diagnostic for B2B SaaS CEOs and CROs. Seven places pipeline leaks when spend rises, how to check each in an afternoon, and what fixing it looks like.

What you keep

Yours, documented.

  • Page teardowns
  • Prioritized test backlog
  • Test log with results and decisions

When it happens

Teardowns in the Fear Audit. Testing in days 31–60 of a fractional engagement.

See the Fear Audit

Tell me what you're avoiding.

30 minutes with me, not a sales rep. You'll leave knowing whether your problem is strategy, systems or capacity, even if we never work together.

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