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Project
ReformesReus
Date
Tasks
March 2023
Product DesignUX & Figma SystemCRO ArchitecturePHP BackendGTM & AttributionPerformance MediaClickFlow Engine
A CRO Kerning LABS® Case Study
Building a full-conversion web ecosystem for a local renovation company, from blank canvas to €400K in quoted revenue in 90 days. The project proves that high-intent lead generation can be achieved autonomously through rigorous product thinking and performance design, without relying on AI.
#1 The Vision
Reformes Reus was never a website project.
It was a revenue engineering problem disguised as one.
The renovation market in Reus, Catalonia, was fragmented, offline-first, and entirely dependent on word-of-mouth. The opportunity was clear: build the digital infrastructure that local competitors simply didn’t have — and turn it into a lead machine. The vision was to design a complete acquisition system: a high-performance website built around conversion psychology, a custom CMS to give the business full operational autonomy, and a data layer connected to paid media that could scale.
Every decision, from information architecture to form placement to Google Ads campaign structure, was made with one metric in mind: qualified quotes generated.
The result was a complete product ecosystem — proprietary CMS (Workzone), mobile-first design system, CRM-integrated contact logic, and a GTM + Google Ads stack — shipped end-to-end in 2023.
This system became the foundation of what I later formalized as the ClickFlow Engine, my proprietary conversion framework.
#2 Strategic Core
The core challenge was engineering a digital acquisition system capable of converting high-intent renovation leads with zero friction and full operational autonomy for the client. This required building more than a website — it required a full conversion ecosystem: a product with its own CMS, a design system calibrated for trust-building, and a performance layer that could feed paid media campaigns with clean, attributable data.
The solution was architected around a proprietary PHP + MySQL core (Workzone CMS), a Figma-to-production design system, and a fully connected analytics and ads stack via Google Tag Manager and Google Ads.
At the conversion layer, a One-Step Profiling funnel captures leads with zero-friction entry capturing only name, email, and phone, then routes them through an automated qualification sequence that populates the CMS with full renovation specs before any human touchpoint. At the retention layer, a native Contact Mailing Engine allows sending targeted blog content directly to individual leads from within the CRM, with per-contact tracking of opens, clicks, timestamps and IP, delivering full engagement intelligence with no third-party dependency.
- Proprietary CMS (Workzone): Custom-built content management system in PHP with multi-module architecture — blog, static pages, contact management, newsletter, file manager, and role-based access control. Full operational autonomy for the client with zero dependency on third-party platforms.
- Product Design & UX System: End-to-end product development in Figma — wireframes, high-fidelity prototypes, mobile-first design system, and component library. Full UX flow designed before a single line of code was written.
- CRO Architecture with One-Step Profiling Funnel: Two zero-friction forms placed at top and bottom of the homepage capture only name, email, and phone. On submission, the lead self-qualifies through a Project Form — triggered both on-page and via automated email — surfacing full renovation specs in the CMS before any human touchpoint. Every funnel ends in the blog, extending session depth through content.
- Data Layer & Attribution (GTM): Google Tag Manager implementation connecting all user interactions — form submissions, CTA clicks, scroll depth, and session data, enabling full-funnel attribution for paid media.
- Performance Media (Google Ads): Campaign architecture built on clean conversion data from GTM. Keyword strategy aligned with renovation intent signals in the Tarragona market.
- Mobile-First Design: Full responsive system designed and validated in Figma before development. Mobile version treated as primary, not as an afterthought.
- Custom CRM Logic & Email Intelligence: Contact management system with origin tracking, service type categorization, read/unread status, soft delete, and automated email notifications — built directly into the CMS. The platform includes a native content mailing engine: blog posts can be sent individually to any lead from within the CRM. Each send is tracked at delivery level — open detection (Llegada) and click tracking (Click + timestamp + IP) — giving full visibility into post-send engagement per contact without any third-party email tool.
- ClickFlow Engine Framework: The conversion logic, IA structure, and CRO methodology deployed in Reformes Reus became the operational blueprint for what I later systematized as the ClickFlow Engine framework.
#3 Work Process
The Challenge: Can a full conversion ecosystem — custom CMS, mobile-first design system, CRO strategy, and paid media infrastructure — be designed and shipped by a single product lead in 2023 without AI tools?
This project was a full-stack product sprint executed through rigorous design thinking and technical orchestration. Starting from market research, the entire product was architected and delivered: from UX flows and Figma prototypes to a custom PHP CMS, a Google Tag Manager data layer, and live Google Ads campaigns.
Every decision was made to eliminate the gap between business intent and user action — deploying a system that captures, qualifies, and routes high-intent renovation leads autonomously, 24 hours a day.
The developer executed the technical build. Every product decision, design specification, UX architecture, CRO logic, conversion copy, data layer implementation, and media strategy was designed and directed in-house.
No templates. No WordPress. No AI. Pure product engineering and conversion design.
#4 Results
Reformes Reus compressed what typically requires an agency, a media buyer, and months of iteration into a single coordinated product sprint — and delivered commercial results within the first quarter of operation.
In 90 days from launch, the system generated over €400,000 in renovation quotes — fully attributed, tracked, and routed through the conversion infrastructure built from scratch.
The CMS gave the client complete operational autonomy: blog management, contact CRM, newsletter, and file uploads — all without third-party dependency. The contact system tracked every submission origin, enabling continuous CRO iteration based on real conversion data.
The GTM + Google Ads stack created a closed-loop acquisition system: user behavior fed campaign optimization, campaign traffic fed the conversion funnel, and the CRM captured and qualified every lead automatically.
Beyond the numbers, Reformes Reus validated a repeatable methodology — the intersection of product design, conversion architecture, and performance media — that I later formalized as the ClickFlow Engine: a proprietary framework for engineering revenue systems from zero. 🚀
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