Publishing the conversion rework in public so I can't quietly shelve it

I've spent the last two years selling funnel work to agencies and never once documenting my own. Figured that was convenient — no record means no proof when the numbers don't move. So this is the log: what I change on my own site and onboarding, what it does, what breaks. Mostly for me, but if you sell strategy and run a messy back end, you'll recognise most of it.