A marketing site that lifted paid CVR by 64%
Conversion-engineered AI-native landing platform with cinematic motion and a 98+ Lighthouse
A late-stage AI infra company was paying $180 CPCs into a landing page built by their old growth team. We rebuilt the entire marketing surface as a cinematic, cinematic-motion AI-native site — and paid CVR jumped 64%.
What was breaking
- Paid CPCs were high enough that a 10% CVR swing was worth more than a headcount — but the current site was a 3.4s LCP wall of stock illustrations.
- Growth and eng owned different parts of the page; no one could ship a copy test without a two-week deploy cycle.
- The brand looked like every other AI startup — indigo gradient, big claim, three feature cards.
How we built it
- Rebuilt on TanStack Start with per-route SSR and edge delivery — every page renders sub-second on mobile.
- Committed to a distinctive visual direction (dark premium + cinematic motion) instead of generic AI aesthetic — bespoke type pairing, motion register, layout rhythm.
- Wired Sanity so growth can ship copy tests without touching a repo — every content block is an isolated CMS object.
- Built an evaluator-backed A/B framework so every winning variant is documented, not folklore.
Under the hood
- Framework: TanStack Start on Cloudflare Workers
- Content: Sanity CMS with typed schemas per block
- Motion: Framer Motion + GSAP scroll interactions
- Analytics: server-side event pipeline, no client bloat
- A/B: middleware-level cohort assignment, evaluator-scored
- Perf: image CDN, prefetch on hover, zero client-side data waterfalls
What changed for the business
How it shipped
Analyzed 90 days of session recordings and paid landing data, identified the 4 fold-level issues driving drop-off.
Shipped the new home + pricing + docs surface on TanStack Start with the Sanity content layer.
Ran 11 copy tests through the CMS, kept the 3 winners live, documented the losers.
Full repo ownership + a CMS growth can operate without eng. We handle uptime and perf regressions.
What operators said
“Sixty-four percent lift on the primary paid landing, held for a full quarter. Our CFO asked what we changed and the honest answer was 'everything, at the same time'.”
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