Marketing
Funnel Optimization
Data-driven funnel optimization that increases conversion at every stage.
A SaaS company came to us spending $85,000 monthly on paid acquisition, driving 12,000 visitors to their site, and converting 89 of them into trial signups - a 0.74% visitor-to-trial rate. Of those 89 trials, 11 converted to paid customers. Their cost per acquisition was $7,727. The CEO knew this was unsustainable but did not know where the problem was. Was it the ads? The landing page? The trial onboarding? The pricing page? We mapped their entire funnel from first ad impression to paid conversion and found five critical leaks: 67% of ad clicks came from keywords that never converted (waste), the landing page loaded in 4.2 seconds (53% bounce rate), the trial signup form had 11 fields (78% abandonment), 64% of trial users never completed the core activation event, and the pricing page had no comparison context (high confusion). We fixed each leak systematically: restructured ad campaigns around intent keywords, reduced page load to 1.1 seconds, cut the signup form to 3 fields, built an onboarding sequence that drove users to activation, and redesigned the pricing page with clear value tiers. Six months later: same $85K ad spend, 14,200 visitors (better targeting), 487 trial signups (3.4% rate), 97 paid conversions. Cost per acquisition dropped to $876 - an 88% improvement. This is the power of funnel optimization. It is not about spending more; it is about capturing more of what you are already spending.
How this capability is applied
Full Funnel Mapping and Attribution
Most companies track individual channel performance but lose visibility across the entire customer journey. We build unified funnel maps that track prospects from first touch through purchase, showing exactly how leads move between stages, how long they stay in each stage, and where they exit. This includes multi-touch attribution that credits each channel appropriately - a LinkedIn ad might introduce, a whitepaper nurture might educate, and a sales call might close. Without this visibility, you optimize the wrong things. One B2B firm discovered their 'worst' performing ad campaign (low direct conversion) was actually the top source of eventual customers - it just needed a longer nurture sequence.
Quantitative Leak Detection and Prioritization
Every funnel has leaks, but not all leaks cost the same. We use cohort analysis, funnel visualization, and statistical modeling to identify exactly where prospects drop off and calculate the revenue impact of each leak. A 10% improvement at a stage with 1,000 monthly prospects is worth 10x more than a 20% improvement at a stage with 50 prospects. We prioritize fixes by potential revenue impact, not by how easy they are to implement. This data-driven approach ensures engineering and design resources work on the highest-ROI improvements first.
Hypothesis-Driven Experimentation
Funnel optimization is not about guessing what might work - it is about forming testable hypotheses based on behavioral data and running disciplined experiments to validate them. We maintain an experiment backlog prioritized by ICE score (Impact, Confidence, Ease). Each test has a clear hypothesis: 'We believe that adding social proof to the pricing page will increase trial signups by 15% because prospects need trust signals before committing.' Tests run with proper statistical rigor: adequate sample sizes, control groups, and significance testing. Winners get implemented; losers produce learning.
Cross-Functional Funnel Optimization
Funnel leaks often occur at organizational boundaries - between marketing and sales, between sales and onboarding, between onboarding and customer success. We map and optimize the entire revenue engine, not just marketing touchpoints. This includes sales process optimization (response times, follow-up cadences, qualification criteria), onboarding flow design (time-to-value acceleration, activation milestones), and customer success handoffs. The best marketing in the world cannot save a broken sales process or a confusing onboarding experience.
Technical Performance as Conversion Driver
Slow pages kill funnels. We analyze technical performance at every funnel stage: page load times, mobile responsiveness, form completion rates, and error rates. A 1-second delay in page load reduces conversions by 7%. A form with 10 fields gets 40% fewer completions than a form with 3 fields. We implement technical fixes - image optimization, code splitting, CDN configuration, progressive profiling - that remove friction and accelerate prospects through the funnel. These 'invisible' improvements often drive bigger conversion gains than headline copy changes.
Behavioral Segmentation and Personalized Journeys
Not all prospects are the same, so why treat them identically? We implement behavioral segmentation that routes prospects through different funnel paths based on their characteristics and actions. Enterprise prospects get white-glove sales attention; self-serve prospects get product-led onboarding. High-intent visitors see aggressive CTAs; research-phase visitors get educational content. This personalization increases relevance at every stage, which increases conversion. One e-commerce client saw 34% revenue increase simply from segmenting checkout flows by traffic source and device type.
How we work
01
Funnel Archaeology and Data Integration
We start by mapping your complete funnel - every touchpoint from first impression to loyal customer. This includes integrating data sources (Google Analytics, CRM, marketing automation, sales data) into a unified view that tracks individual prospects across their entire journey. We identify all conversion events, track drop-off rates at each stage, and calculate the revenue value of prospects at every funnel position. This produces a quantitative baseline showing exactly where your funnel is strong and where it is bleeding money.
02
Leak Analysis and Opportunity Prioritization
Using the funnel map, we conduct deep-dive analysis on the highest-impact drop-off points. This includes quantitative analysis (cohort retention, conversion rate comparisons, time-in-stage analysis) and qualitative research (user session recordings, exit surveys, customer interviews, sales call analysis). We build a prioritized list of opportunities ranked by potential revenue impact, implementation effort, and confidence level. You get a clear roadmap showing exactly what to fix in what order.
03
Hypothesis Development and Experiment Design
For each high-priority opportunity, we develop specific, testable hypotheses about what is causing the leak and what might fix it. 'The pricing page has high exit rates because prospects cannot compare plans easily. Adding a feature comparison table will increase click-through to checkout by 20%.' We design experiments with proper controls, sample size calculations, and success criteria. This disciplined approach separates real improvements from random fluctuations.
04
Rapid Testing and Iteration
We run experiments using A/B testing tools, usability testing, and staged rollouts. Winners get fully implemented; losers get analyzed for learning. We maintain a test velocity of 2-4 experiments monthly, continuously iterating toward optimal performance. This is not a one-time project - it is an ongoing optimization engine that compounds improvements over time. A 10% improvement every month compounds to 185% annual improvement.
05
Implementation and Revenue Tracking
Winning experiments get implemented permanently with proper QA, monitoring, and documentation. We track revenue impact rigorously: incremental conversions attributed to each change, cumulative funnel improvement, and ROI calculations. You get monthly reports showing exactly how much revenue funnel optimization is generating and which specific changes drove the gains.
Deliverables
Every web design engagement delivers a complete, production-ready website built to modern standards. You receive all source files, documentation, and training needed to manage your site independently. Our deliverables include design assets, developed templates, integrated functionality, quality assurance documentation, and ongoing support—everything required for a successful launch, smooth handoff, and confident ongoing operation.
Complete funnel map with attribution across all touchpoints
Quantitative leak analysis with revenue impact calculations
Prioritized opportunity backlog with ICE scoring
Detailed experiment designs with hypotheses and success criteria
A/B test implementation and statistical analysis
Technical performance audit and optimization recommendations
Behavioral segmentation strategy and journey maps
Cross-functional process optimization recommendations
Monthly performance reports with revenue attribution
Ongoing optimization roadmap and experiment calendar
Common questions
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