<aside> ⭐ Redesigned web sales funnel for a B2C astrology website that increased the sales funnel conversion rate from ~0% to 7% and generated over 150,000 email subscribers in three months.
</aside>
When working on a recent digital marketing project, I discovered that a several of the company’s paid social campaigns were not converting to sales or yielding positive ROAS.
So one of the my first initiatives was to review all of the campaigns and corresponding landing pages, web funnels, and email automations.
In this particular case study, I could see that the majority of users were not making it through the web funnel to complete a sales conversion. The company was capturing some leads and making low volume sales, but the main sales funnel did not appear to be generating any meaningful sales.
The web funnel had been created by previous marketing and development teams and mirrored the design and flow of a similar web funnel found on a competitor’s website. The assumption was that the competitor's funnel must be successfully generating sales based on their prominence in the market.
The purpose of this particular web funnel was to gather specific information from the user over multiple funnel steps and then it generated a personalized report and sales page with purchase offer and upgrade options.
I decided to dig in and reviewed the funnel flow end-to-end from a high level. My objective was to look for friction points, design issues, and any messaging confusion or technical issues, etc.
In my review, I found a few points of possible friction and points where leads could leak as well as some technical issues (slow page loading, timeouts, etc.).
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Then, I reviewed the funnel analytics for errors by matching leads and sales data to integration points and CMS. For the most part the customer data seemed to be in sync but saw that a conversion event was triggering in the wrong place in the funnel and that ~50% of users were bouncing from the landing page. I also noticed that further down in the funnel there were points with higher than expected bounce rates.