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Fintech Site Audit and CRO: Tracking Restored Before a Rebuild
Measurement first. The redesign stayed parked.
A PE-backed fintech infrastructure company watched traffic fall off its 2024 baseline, and then the tracking itself broke, so nobody could trust the numbers going into a board checkpoint. We restored measurement, shipped CRO on the live site, and designed a rebuild. The rebuild stayed parked. This is audit plus tracking plus CRO, not a launched redesign and not a traffic-lift story.
At a glance
Restored
Tracking after the break
Live
Sticky demo nav
Parked
Full site rebuild
Capabilities used
The problem
The site had been live since early 2024. Traffic held for a few weeks, then fell hard, and by 2026 sessions were a fraction of the year-one baseline. Core Web Vitals were failing on the pages that mattered. Then the tag setup broke, so the dashboards could not be trusted either. Sales cycles here run close to a year, which means a board checkpoint cannot wait on a six-month redesign, and it also cannot be run on numbers nobody believes. The obvious ask was a new website. The actual problem was that nobody could tell whether the site was the issue.
The fulcrum
The highest-leverage change we could make
The highest-leverage move was to make the measurement true again before touching the homepage. A rebuild on broken tracking just gives you a prettier site you still cannot read. We restored the tags and the consent path so page views and ads pixels fired the way they were supposed to, then shipped CRO on the live site: a sticky path to book a demo, and contact forms that actually keep the page the visitor came from. In parallel we built five fully rendered homepage directions so a rebuild could start without another discovery cycle. Small change in sequence. Most of the weight. The expensive cutover waited.
Applying force
What happened, and what we scaled into
Measurement held, so we pushed the work that did not need a new stack. • Tracking restored after the tag-manager break, with ads and analytics firing again after consent • Sticky Book a demo in the nav, live on the existing site • Contact forms capturing the page URL, so sales can see what the visitor actually read • Five homepage directions built and scoped, including a phased migration plan • Full platform cutover parked behind budget. It has not launched. That last line is the caveat that matters. Traffic is still well below the 2024 baseline. We do not have a conversion-rate lift to print, and we will not describe this as a redesigned site that went live. Read it as audit, tracking, and CRO on the property that was already there. The next force step is the rebuild, if the budget for it shows up. Until then the honest move is to keep shipping on the live site and keep the numbers clean.
Why this matters
PE portcos often buy a new website because the old one stopped working. If tracking is broken you cannot tell whether the site is the problem, you can only tell that the reporting is. Restore the numbers first, ship the CRO that does not wait on a rebuild, and only then spend on a cutover. If that is the sequence you need, start at /grow.
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