Three landing architectures
Split-screen hero, full-screen video hero, and frosted-glass card — three genuinely different conversion hypotheses sharing one token system, ready for traffic-split testing.
THESIS
Why this exists
Lead generation for cruise expos targeting affluent 55+ travelers — where the asset isn’t the landing page, it’s the qualification logic. A giveaway pulls thousands of entries; the business only wants the ones who’ve cruised before and will again.
Built dependency-free on purpose: pure HTML/CSS/JS that any hosting stack can serve and any CRM can consume. Fifteen years of funnel craft, no framework required.
THE BUILD
What I engineered
A branching qualifying engine
A ~900-line self-contained multi-step survey: five-step progress model, radio and multi-select questions, and conditional logic that routes first-time cruisers to a consolation path while qualified leads see the full prize set.
GoHighLevel handoff
FormData → structured payload → webhook POST into GHL automations, with success states and phone-fallback error handling. TCPA-compliant consent language built in.
Designed for 55+
Large type, high contrast, generous targets — accessibility as conversion strategy, documented across four setup and integration guides.
SCREENS
In the wild
SIGNALS
3A/B LANDING VARIANTS
0DEPENDENCIES
STACK
HTML5CSS3Vanilla JSGoHighLevelTCPA complianceA/B methodology
WHAT IT PROVES
Growth engineering as a discipline: conversion architecture, qualification logic, and CRM plumbing — the skills behind the 6,500% renewal lift and 400% ROI campaigns on the résumé, expressed as shippable code.