We rebuilt the page — here is what we changed (and why)

Last week I published the numbers nobody publishes: 3,633 impressions, 54 clicks, €4.54 spent, zero sales.

This week there are no new numbers to report. The campaign is paused and the page is being rebuilt — so instead of metrics, here is the reasoning. Next Wednesday the numbers come back.

The diagnosis. 54 clicks and no purchase is not a traffic problem. It is a promise problem. One of three things was true, and all three are fixable:

1. The ad promised something the page did not say first.
2. The offer did not survive contact with a real buyer — price, risk, or "what do I actually get".
3. The page asked for a decision before it earned one (no proof, too many choices, too much friction).

What we changed.

• One promise, above the fold. The page now opens with the exact promise the ad makes. If the two do not match word for word, that is a tax we were paying on every click.
• Proof before persuasion. Real numbers and real screenshots, up front — not at the bottom where nobody scrolls.
• Fewer decisions. One primary action. Everything else moved out of the way.
• Price clarity. No "contact us to find out" — the cost is visible, with what it includes.

What we will measure — and publish either way.

• Conversion per click (the only number that matters: clicks became sales or they did not)
• Cost per approved sale, measured against our 1.3x rule
• Time to first action on the page

If it fails again, you will read it here first. That is the whole point of this brief: the reasoning stays honest even when the result is not flattering.

Also this week: we launched this newsletter itself — on beehiiv, which we reviewed two weeks ago — and published a review of Replo, the page builder we are using to rebuild exactly this kind of page. Reviews live at affynor.com/reviews.

— Esteban, AFFYNOR