Increasing lead conversion

Think

Understanding the customer journey

What is the classic web journey for a new customer? All Marketing departments have asked themselves this question. The intuition was simple: the site was designed so that all prospects follow a unique path, similar to the conversion tunnel. In order to verify this hypothesis, we analyzed all user logs and visually traced the most followed paths. It quickly became clear that there were in fact more than 900 courses and sub-courses that could lead to subscription! So how can you improve performance in the acquisition process?

Make

Increase the conversion rate

The need to better understand customer behaviors was quickly felt, even before revising existing journeys. A segmentation based on the types of paths thus revealed several families of risky situations, requiring priority actions. We were then able to analyze these anomalous paths and recommend corrections, in order to minimize the statistical risk of the target process drifting away. This analysis not only revealed counterproductive practices that were able to be corrected, but also allowed the simplification of certain steps and the implementation of personalized paths!

Scale

Engage in continuous improvement

Customer behaviors change mechanically over time. In order to optimize the quality of the courses in the long term, the project team established for each recommendation issued a prediction of impact on the conversion rate. This impact was then measured in a logic of continuous improvement, using an approach inspired by lean 6 sigma. An approach to managing the performance and the excesses of the process was thus deployed to business teams, in order to detect problems and correct them on a daily basis.