HomeLane today
01 / 05
Troopod
01 · HomeLane
Extending a proven partnership into paid landing pages
Troopod's engagement with HomeLane began on the visitor-to-lead journey with sister brand Doowup, delivering a 13.5% visitor-to-lead lift. Troopod is now proposing to extend that partnership into HomeLane's paid landing pages.
13.5%
Visitor-to-lead lift already delivered
2
Landing pages covered
1
Full-stack website growth team
Where HomeLane Stands
Live page snapshotBoth marketing landing pages carry average page speed scores, and more importantly, they do not answer the basic questions a buyer needs before making a home interiors decision: what will it actually look like in my home, what are the real colours, and what materials are being used. For a considered, high-ticket purchase like home interiors, this gap is likely costing leads well before a visitor reaches the CTA.
02 · Current Problems
Conversion is driven by three core levers, all underperforming
CRO comes down to three things: speed, UI/UX, and removing the barriers stopping a buyer from saying yes. HomeLane's current pages are underperforming on all three.
226ms
INP, FIELD (MOBILE)
1,150ms
TBT, LAB (DESKTOP)
CORE WEB VITALS: FAILED
① Technical performance
- Real-user (CrUX) data, mobile, last 28 days: Core Web Vitals assessment fails.
- Total Blocking Time is 1,150ms on desktop in lab testing, well above the 200ms "good" threshold.
- Desktop lab testing shows a severe layout shift (CLS 0.73, over 7x Google's threshold), and the page is currently flagged as blocked from search indexing.
- Hero image is lazy-loaded instead of prioritised, delaying LCP.
- 15+ third-party scripts compete for load and execution time.
LCP image lazy-loaded
15+ third-party scripts
STATIC HERO, NO VIDEO · TWO DIFFERENT CTAs ON ONE PAGE
CORE UI/UX GAPS
② UI/UX execution
- Two different CTAs on the same page: "Get Free Estimate" at the top vs "Book Free Consultation" at the bottom, leaving no single clear next step.
- Page is entirely static: no video content showing what the interiors actually look like in a real home.
- Overall look and feel reads corporate and dated rather than reflecting a modern home-interiors brand.
- Trust signals (press mentions, partner logos) are shown as plain logos with no ratings, reviews, or numbers behind them.
Inconsistent CTAs
No video content
Dated visual identity
ZERO VISUALISATION
TOOLS ON PAGE
CAN'T PICTURE THE OUTCOME
③ Customer buying barriers
- No room or space visualiser to see the design applied to their own home.
- No real project photos or videos, only generic stock-style banner imagery.
- No true-to-life colour, material, or finish previews anywhere on the page.
- For a purchase this size, the inability to picture the outcome is the single biggest thing holding a lead back.
No room visualiser
No real project imagery
No true-to-life finishes
03 · Solutions
Full-stack approach to solving conversion gaps
Troopod owns all three as one connected workstream for 2 landing pages, so fixes stay consistent and nothing falls through the crack.
FailedCWV TODAY
↓
PassedCWV TARGET
CONTINUOUS PERFORMANCE MANAGEMENT
① TrooPerformance
- Full technical audit across images, scripts, fonts, and every Core Web Vital, including 3rd-party script analysis.
- Fix the layout-shift culprits behind the 0.73 desktop CLS score and confirm whether search indexing should be blocked or restored.
- Optimisation executed against the roadmap, including hero image load priority and third-party script governance.
- Continuous monitoring after launch so Core Web Vitals stay passed, not drift back down.
500+ PARAMETER CRO
② TrooCRO
- Detailed TrooCRO audit across 500+ parameters spanning UI/UX, content, and psychological barriers, grading exactly what's Missing, Partial, or Met.
- Findings translated into a prioritised roadmap for experiments every month, ranked by impact.
- Experiments executed end-to-end with A/B testing and analytics, with monthly reporting.
Examples of what this covers:
- UI/UX fixes: one consistent CTA across the page instead of two conflicting ones, video/motion content added (scoped as per the video add-on), and visual identity refreshed.
- Content fixes: real project galleries and true-to-life colours, materials, and finishes replacing generic banner imagery.
One Team to Own Conversion Outcomes
Speed, UI/UX, and CRO are connected. Splitting them across separate teams is exactly how issues like these go unresolved for months.
04 · Commercials
Fixed rate across all streams, so budgeting stays simple
One monthly retainer covers the full-stack engagement across 2 landing pages. Implementation and video are scoped separately since they vary by workload.
6-Month Term
Minimum engagement, standard rate
₹2,00,000 / month
12-Month Term
12-month commitment, 15% discount applied
₹1,70,000 / month
SAVE ₹3,60,000 OVER 12 MONTHS
What's included
TROOCRO
- •Monthly performance review and roadmap refresh based on test results
- •End-to-end consulting: analysis, strategy, planning, design (HTML)
- •Up to 4 experiments per month in total across 2 pages, depending on complexity
- •Monthly performance reports
- •Any image creatives required to improve CR are included
TROOPERFORMANCE
- •Monthly technical audit and prioritised optimisation roadmap based on findings
- •Execution of approved performance improvements
- •Guidelines for changes so that nothing shipped impacts loading speed
- •Coordination with app vendors to improve script behaviour and evaluate lighter alternatives where needed
Sizing the opportunity
Traffic is assumed · both conversion rates are Doowup's real, measured data
Assumptions used
- ~2,00,000 combined monthly visits across both pages
- ₹6,00,000 average project value
- 0.065% visit-to-appointment rate (Doowup's actual pre-Troopod rate, sister brand)
- 20.69% appointment-to-order close rate, held constant so the model isolates what the landing page work actually controls
14.1X
At +15% lift, incremental monthly revenue vs the ₹1,70,000/month retainer
24.7X
At +25% lift, incremental monthly revenue vs the ₹1,70,000/month retainer
Add-ons & Commercial Terms
Implementation: ₹2,000/hour, if development work beyond design handoff is needed.
Video: starting ₹10,000/video, final cost depends on scope and complexity.
Payment terms: Minimum quarterly billing, payable in advance.
Currency: All pricing above is in INR.
Taxes: Applicable taxes, if any, are charged additionally.
Proposal validity: These commercials are valid for 15 days from the date of the proposal.
05 · Why Troopod
100+ brands. Real results.
The same team that delivered a 13.5% visitor-to-lead lift on Doowup with just 2 modules now runs this engagement, backed by operators who've scaled billion-dollar consumer brands.
100+
Brands and agencies powered
Full Stack
Strategy, Execution, Optimisation
10x Faster
TrooAI agents, faster execution
Backed by operators at
Amazon
Walmart
Shopify
Relay Commerce
AngelList
Powering Tanishq, Durex, Bombay Shaving Company, Essor Group, Fableroom, Urban Harvest and 100+ more.
The Trooteam
Operators who have massively scaled Consumer brands
10+ years each in growth, product and tech, building billion-dollar consumer brands from scratch.
Neeraj Joshi
CEO @ Troopod
Early product at Spinny
($2B giant)
($2B giant)
Built an internal CRM that improved team efficiency by 10x.
Rahul Bhola
CTO @ Troopod
Tech @ Lenskart
($6B giant)
($6B giant)
Built a backend retail system that scaled to 10M+ customers.
Vinit Singh
CBO @ Troopod
Early growth at Spinny
($2B giant)
($2B giant)
Driving growth for 100+ consumer brands at Troopod.
PROVEN WEBSITE GROWTH
Browse case studies from brands Troopod has worked with.
Check out Case Studies →
06 · Next Steps
From sign-off to execution
A simple, four-step path from here to execution.
01
Proposal Alignment
Align and confirm scope, pricing, and term.
02
Agreement & Invoice
Sign the agreement and clear the first invoice.
03
Audit & Roadmap
Run the full audits and share the roadmap.
04
Sign-off & Execution
Approve the roadmap and begin execution.