Predictable Pipeline for a CRO-Focused Agency

Client

Codelii is a CRO and web optimization agency working with ecommerce brands that already generate traffic but struggle to convert it efficiently. Their work focuses on improving conversion rates, site speed, UX clarity, and SEO fundamentals that directly impact revenue.

The agency is run by a solo founder, Dario.

Context

Codelii consistently delivered strong results for existing clients. Their work improved site performance and conversion metrics, but new client acquisition depended largely on inbound inquiries, referrals, and clunky “spray & pray” outreach (no offense Dario)!

The objective was to build an outbound channel that reliably surfaced brands already experiencing conversion friction and revenue leakage.

The Challenge

1. CRO buyers cannot be identified through generic outbound filters

Standard outbound filters such as industry, company size, or job title are insufficient for CRO services. Conversion optimization becomes a priority only when a business already has traffic, paid acquisition costs, and monetization pressure.

Without filtering for those conditions, outbound reaches companies that may want a website, but not companies that need CRO.

2. Conversion problems are situational

CRO demand rarely shows up as explicit buying intent that good old data providers can spot. The need is visible in how a site performs, how it is built, and how users move through it.

Outbound needed to be driven by observable on-site friction rather than self-reported intent.

3. Interest did not automatically translate into meetings

Even when outreach generated replies, conversations often stalled before booking or failed to convert into attended calls without additional guidance.

The Approach

We built an outbound system centered on CRO-specific buying signals, supported by enrichment and calling to convert interest into attended sales conversations.

1. CRO buying signal identification

We identified CRO-ready brands by running an automated scan across ecomm sites and flagging patterns that usually show up when a store has traffic and spend, but the site is holding revenue back.

The workflow checks signals like:

• what the site is built on and how old the build is

• whether the store is running on a setup that tends to get slow or messy at scale

• whether mobile performance looks like it is dragging conversions

• whether CRO and analytics tools are installed, which usually means the team already cares about optimization

• whether the brand has traffic but obvious SEO and site structure gaps that point to low conversion efficiency

This produced a clean list of brands where CRO was relevant now.

2. Structured enrichment to turn signals into specific outreach

After a brand matched the CRO signal rules, a second automated step gathered the context needed to make outreach specific.

The workflow collects:

• the main product category and what the store is pushing most

• the key pages that matter for conversion, like product pages, collection pages, and cart flow

• the clearest friction points visible on the site, like speed issues, layout problems, unclear offers, weak CTAs

• the tech stack details that explain why the problem exists

This gave us consistent personalization at scale, without generic messaging and without manual research.

3. Messaging tied to observed friction

Outreach messaging referenced specific performance and UX issues identified during enrichment.

Codelii was positioned as a CRO partner focused on improving revenue efficiency from existing traffic, not as a general web development vendor.

Messages reflected the type of optimization work required, and not generic “we make cool and interactive websites” language.

4. Lukewarm calling and show-up control

Outbound did not stop at replies.

Every interested lead was contacted before booking to confirm relevance, clarify expectations, and align on the angle. Additional calls were placed ahead of scheduled meetings to ensure preparedness and reduce no-shows.

Results (6 months)

Over a six-month period:

• 43 meetings booked

• Strong and consistent show-up rates over 88%

• 7 deals closed

All meetings were generated through cold outbound.

Takeaway

For CRO-focused agencies, outbound works when targeting is built around observable conversion friction and buying readiness.

When outreach speaks to problems already visible in a prospect’s site and performance data, sales conversations become relevant by default.