Business Analysis Case Study 1: Diagnosing Funnel Gaps to Improve Conversion Efficiency
Industry:
Ecommerce – The client, a DTC brand with strong traffic and a healthy marketing budget, struggled to turn visitors into customers. Despite consistent paid and organic acquisition, conversion rates across key funnel steps remained stagnant, and growth was hitting a ceiling.
Problem:
The team had tried several CRO and A/B testing tactics but lacked clarity on why users were dropping off. Key issues included:
- Fragmented data between tools (GA4, Hotjar, Shopify), with no clear funnel visualization.
- Disconnected insights between marketing, UX, and product teams.
- Limited stakeholder alignment on where the true friction existed in the user journey.
- No structured process for prioritizing and diagnosing conversion gaps.
Solution:
We led a business analysis engagement focused on funnel diagnostics, combining stakeholder interviews, journey mapping, and behavioral data analysis. The objective was to pinpoint root causes of drop-off and prioritize the highest-impact conversion opportunities.
Execution:
- Stakeholder Interviews – Conducted sessions with marketing, UX/design, customer support, and analytics teams to gather qualitative insights on user behavior and internal pain points.
- Funnel Mapping – Mapped the end-to-end user journey from landing page to checkout confirmation, identifying drop-off points, bounce rates, and low-performing steps.
- Behavioral Analysis – Reviewed session recordings, heatmaps, and scroll tracking to observe user friction and interaction gaps.
- Quantitative Deep-Dive – Pulled funnel performance data from GA4, Shopify, and Klaviyo to quantify conversion bottlenecks and leakages.
- Opportunity Scoring – Created a prioritization model to score each funnel gap by business impact, fix complexity, and confidence level.
- Executive Briefing & Handoff – Delivered a strategic roadmap for CRO and experimentation, backed by both user insights and business value.
Challenges & Roadblocks:
- Data Silos – Stakeholders had access to different tools, which led to conflicting interpretations of where problems existed.
- Misaligned Priorities – Teams were optimizing in isolation (e.g. emails, checkout, PDPs) without understanding the full funnel.
- Tool Limitations – Funnel analysis in GA4 was limited, requiring manual stitching of events and sources.
- Subjective Assumptions – Stakeholders had strong opinions on causes of drop-off, requiring objective data to realign efforts.
Results:
- Identified a 3-step path accounting for 70% of all funnel drop-off, enabling focused optimization.
- Created a shared funnel map used across marketing, UX, and product teams for alignment.
- Prioritized a CRO roadmap that led to a 22% lift in checkout conversion after implementation.
- Replaced ad hoc testing with a structured, insight-led experimentation process.
Dashboard:
Key Takeaways & Learnings:
Business analysts act as the translator between data, user behavior, and strategic priorities.
Good CRO starts with good analysis—knowing where and why users drop off unlocks smarter testing.
Stakeholder alignment is a critical first step, especially when multiple teams own parts of the funnel.
Combining qualitative and quantitative methods provides a complete view of user friction.
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