Funnel design, offer pathways, tracking, measurement
Conversion rate optimization built as architecture — funnel design, offer pathways, tracking, and measurement so every conversion goal has a clear path and proof.
A CRO agency engagement only works when the funnel itself is sound. Conversion Architecture is Magnet’s conversion rate optimization system: offer pathways, TOFU/MOFU/BOFU journeys, and a tracking layer that captures the right events so growth is inspectable, not guessed. It belongs in Foundation because Activation campaigns need somewhere real to land.
Without this layer, campaigns drive traffic into undefined paths and teams argue about results with incomplete data. With it, every offer has a job, every funnel stage has a next step, and every KPI has a source of truth — the foundation CRO testing actually needs.
We design journeys before testing starts, then instrument them with data and analytics setup so events, UTMs, and goals share one taxonomy. Landing experiences and paid creative inherit those paths instead of inventing one-off pages that answer a different question than the ad.
The point is architecture, not decoration. Map the offer paths and tracking first — then attribution and measurement has something defendable to score, and testing has something real to improve.
Gavin Hall
Founder, Principal
“CRO without a funnel is decoration. Map the offer paths and tracking first — then testing has something real to improve.”
Conversion architecture is CRO as infrastructure: offer pathways, funnel stages, and tracking that make every conversion goal inspectable. We design the journeys campaigns fill before testing starts.
Offer Mapping identifies conversion goals and the offers or actions that serve them. Funnel Path Design builds journey maps for TOFU, MOFU, and BOFU flows. Tracking Implementation adds events, goals, UTM standards, and pixel logic.
Measurement Setup defines KPIs, dashboards, segments, and benchmarks. Review & Calibration keeps funnels and tracking aligned with business goals as the system evolves.
Conversion Architecture is the Foundation blueprint Activation campaigns fill and Acceleration landing pages, CRM flows, and attribution all measure against.
What this looks like in the field.
Conversion Architecture as part of the FAAR system — engagements where strategy, engineering, and distribution ran as one loop, not one-off deliverables.
Commonwealth Inc
3PL logistics website redesign with search-led conversion
Three Sixty Merchandise
Retail merchandising website redesign for Kroger partners
Other solutions in Foundation
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Messaging System
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Digital Experience
A web design agency practice for B2B growth — website design, redesign, UX, UI, and engineering that convert demand and …
Data & Analytics Setup
Tracking, tagging, dashboards, and baselines so growth decisions run on clean data and consistent naming from day one.
Thinking that informs this work.
Yes — Conversion Architecture is Magnet’s conversion rate optimization agency work. We design the funnel, offer pathways, and measurement layer first so CRO testing has a sound structure to improve, not a leaky path to decorate.
Related but earlier. CRO optimizes an existing funnel through testing. Conversion Architecture designs the funnel itself — offer pathways, tracking, and measurement — before there is anything worth testing. Skip this step and CRO ends up testing a structure that was never sound.
Yes. Funnel Path Design maps TOFU, MOFU, and BOFU journeys so every stage has a next step. Funnel design is the structural half of conversion rate optimization — before A/B tests, before creative swaps.
Offer Mapping ties each funnel stage to a specific next step and offer — so traffic is not dumped onto a generic contact form. Without mapped offers, paid and organic spend arrive into a dead end.
We audit path friction stage by stage — unclear next steps, mismatched offers, missing proof, broken handoffs — then redesign the structure before running tests on symptoms.
From form to a clear read on conversion architecture.
- 01Reply
Within one business day. A strategist responds directly — not an SDR reading a script.
- 02Intro conversation
45 minutes on offer pathways, funnel dead ends, and tracking that can’t explain results.
- 03Fit read
If there’s a match, we outline a diagnostic on journeys, events, and the structure CRO needs.