Client: Certn (MyCRC.ca) | Service: Integrated SEO & UX

22.2% Revenue Lift.
In 1.5 Weeks.

I built a fast conversion path for Certn (MyCRC). I let the words people type when they're ready to buy set the copy, and I built the layout so it takes zero thought.

Timeline

1.5 Weeks

A/B Tool

Nelio Testing

Design

Gemini AI

Analyze My Opportunity

+22.2%

Relative Lift
in CVR

93.85%

Statistical
Confidence

$15,795

Monthly Incremental
Revenue

2x Goal

Initial Target
Exceeded

The Short Version

I re-designed the MyCRC homepage so the product marketing message matched what people were searching for. The control page sold a soft brand feeling, and I swapped it for a page that's high-intent and built on data. It produced a +22.2% lift in Conversion Rate, double the initial 10% target.

I went from strategy to staging in 1.5 weeks. The lift came from precision, not from a long timeline.

The Challenge

MyCRC wanted more conversions on their main product, the $64.99 digital criminal record check, and fewer purchases of checks people aren't eligible for (Vulnerable Sector Checks). So I had two things to move at once.

"The existing 'Control' homepage was vague about what it was selling, and it made people pick their own way down a complex path before they could buy."

How Fast I Moved

An optimization cycle like this usually runs 3 months, and I did this one in 11 days.

Days 1-3

Discovery & Customer Fit

I ran the keyword analysis, then wrote the product marketing copy.

Days 4-7

Wireframes and Copy

I built high-fidelity wireframes in Gemini, and the product marketing copy lined up with the paid media keywords.

Days 8-10

Built and Staged

I built it for production in Tailwind CSS, then ran staging QA. Ready for immediate rollout.

Day 11

Live Test Launch

The Nelio A/B test went live against control traffic, so I could see the numbers in real time.

The Strategy: I Let the Data Lead

I didn't just redesign a page. I built a conversion path out of search intent and paid media data.

Keyword-Informed Product Marketing

The data wrote the copy. I looked at which transactional keywords were performing, and I used the words people type when they're ready to buy.

Insight

People search for specific proof: "RCMP National Repository" and "Local Police Database."

Paid & Organic, One Message

I ran one message across every channel, so someone clicking a transactional ad lands on a page matching that exact intent.

Benefit

Better landing page relevance, lower CPC and a higher Quality Score over time.

Faster Design With AI (Gemini)

I had 1.5 weeks. Gemini let me move fast on wireframes and high-fidelity layouts built off the brand style guide.

Outcome

No traditional design bottleneck, and the layouts went straight to production code.

The Solution (What I Built)

The "Zero-Thought" Hero

I removed the 4-button selector because it gave people choice paralysis. The product is identical for Employment and Tenant checks, so I collapsed both paths into one high-contrast "Get Started" action.

Static Constraints

I put loud static warnings on the page, and they filter out the people who aren't eligible (VSC). No friction-heavy pop-ups.

Transparent Pricing

I moved the $64.99 price above the fold, so it qualifies people right away and builds trust.

I Found Revenue in the Traffic MyCRC Already Had

I ran an A/B test in Nelio against the control version. The extra revenue was already sitting in that traffic, and the page just had to convert it.

Control CVR

3.92%

Variant B (Wellington)

4.79%

Revenue Impact Analysis

Monthly Incremental $15,795

Annualized Growth Projection $189,540

Conversion Comparison

+22.2% LIFT