CRO sprint fixes conversion leaks on a 96,000-visit homepage

The client

GTIA, the Global Technology Industry Association and formerly branded CompTIA, is a membership trade association for IT service providers, MSPs, vendors, distributors and industry associates. It runs its public site and membership programs on HubSpot CMS and Marketing Hub, with the homepage acting as the main entry point for every audience.

The challenge

The homepage drew 96,370 annual page views but had an 81.8% bounce rate and a 77.07% exit rate. Persona cards and benefit tiles for three audiences linked nowhere, and key events and member portal pages returned 404/403 errors. Generic metadata converted only 1.4% of 600,000+ annual impressions into clicks, and toxic backlinks were eroding domain trust.

The solution

The results

Every MSP, vendor or industry associate visitor now has a clear path from the homepage into the right membership track. High-intent visitors from search reach the events page instead of a dead end, and search snippets now describe GTIA's real audience. Remaining items, the disavow confirmation and one 404 outside the agency's edit access, were documented with clear next steps.

Tools & stack

Original project by Campaign Creators ↗ — published by the delivering agency, included here as an industry reference.