Regulated professional services platform: Lead form conversion from 4% to 15% in 12 months.
The Friction Point
A regulated multi-location professional services platform had a working paid engine and steady traffic, but the lead form was a black box. Field-level dropoff, source-by-source variation, and intent signals were not instrumented. The team was optimizing creative and bidding without visibility into the step where visitors actually converted.
The Systemic Intervention
Instrument the intake funnel end to end, surface where qualified traffic was leaking, and run a disciplined experimentation program with statistical rigor. Every learning needed to hold up to internal review, not just look good on a dashboard.
What we built
Data & Experimentation
Event dictionary, field-level intake tracking, and a segmented traffic-quality view. Weekly experiment cadence with pre-registered hypotheses and confidence intervals.
CRM & Revenue Systems
Cleaned CRM object model so form submissions mapped to the right downstream stage and every experiment reported on the same conversion definition.
Revenue Engineering
10+ form and page experiments driven by the new traffic-data view. Losing variants killed on schedule, winners rolled into the baseline.
The Statistical Proof
The Compounding Economic Result
Nearly quadrupling form conversion at held spend translates into roughly triple the qualified pipeline for the same monthly media budget. Blended CAC fell in line with the lift, and because the winning variants were baked into the page template, the improvement continues to compound against every new visitor. The instrumentation layer built for the experiment program now supports every subsequent test the team runs, so future gains ship faster and cheaper.
"For the first time, our growth efforts are measurable. We can see what's working, why it's working, and scale it with confidence."