This document describes Rio Ichikawa's process for renewing the website of their CRO consulting company. They began by analyzing user behavior data using heatmaps, which showed the site was lengthy, cluttered, and had small text. They hypothesized that simplifying the content could increase conversions. Rio created a strategy to shorten and simplify content and unify the design. They tested a renewed page, but conversions initially dropped. Further testing showed the need to clearly communicate benefits rather than copying techniques. Continued refinement improved conversions over time by focusing on user needs rather than subjective opinions.