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The Best Place to Start with CRO (Hint: It’s Not What You Think)

Updated: April 08, 2025

Your Reading Guide

When most people start thinking about conversion rate optimization (CRO), they immediately go into fix-it mode, trying to patch up every leak in the funnel, all at once.

But here’s the thing: that’s usually not the best place to start.

In this quick video, we dive into a different (and smarter) approach, focus on what’s already working. It’s simple, effective, and surprisingly overlooked. Check it out below:

Why Trying to Fix Everything Rarely Works

Here’s what a lot of CRO agencies do: they audit the entire funnel, ads, landing pages, product pages, checkout flows, emails, everything. Then they try to optimize all of it.

Sounds productive, right? But it’s often too much, too fast.

Instead of asking “what’s broken?”, flip the question:

“What’s already working and how can I make it work even harder?”

That’s where the real magic starts.

Start With What’s Already Winning

You don’t have to reinvent the wheel. Just look at what’s already getting traction:

Where are your customers coming from?

Which channels are bringing in the most sales?

What pages are converting the best?

What’s actually resonating with people?

Once you know what’s working, lean in hard.

That could mean:

Spending more on high-performing ad channels

Enhancing the copy or layout on a top-converting page

Creating lookalike audiences from your best customers

Whatever’s clicking with your audience, double down on it.

Make the Good Stuff Even Better

A big mistake we see all the time: people try to fix what’s underperforming before they maximize what’s crushing it.

But the quickest wins? They come from improving stuff that’s already performing. Just a small boost to something that's already converting well can create massive results.

It’s also more cost-effective. When you pour more into what works, your CAC drops and your ROI climbs. That’s a win-win.

Then, Once You’ve Nailed That...

Now, once you’ve optimized your winners and we mean really maxed them out, then it makes sense to turn your attention to the rest of the funnel.

That’s when you can:

Test new landing pages

Explore new audiences

Tweak what’s underperforming

Try new offers or flows

But only after you've squeezed every last drop from your top-performing areas.

Final Thoughts

Here’s our advice, especially for founders and marketers who feel stuck trying to bring down CAC:

Don’t chase five new strategies. Max out the one that’s already working.

It’s way harder to build a funnel that resonates than to improve one that’s already getting results. So focus your energy there.

Watch the video above for a quick hit of strategy and a reminder that sometimes, the smartest move isn’t to fix what’s broken... but to make what’s working work even better.

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