From potential sale to sign-up

Maximizing conversion rates for a tech client by identifying ways to overcome functional and emotional barriers connected to the sign-up process and the ‘moments of truth’ to deliver against.

The Challenge

How do you make every sales lead count? 


We were tasked with understanding why not all leads make it through the sales funnel and identify ways to improve conversion.  

Our Approach

An episodic approach enabled us to track interactions over time across different touchpoints, and uncover a range of functional and emotional barriers preventing conversion. Alongside this a a review of outbound messaging highlighted ways in which content connected and  disconnected with underlying needs.

Our Impact

As well as outlining the optimal journey to convert leads into users, for each barrier we unpacked the ‘ways to win’ – including the moments of truth to prioritize to improve conversion. 

  • Transport
Study type 
  • Customer journey mapping
  • Digital Ethnography
  • Insight for innovation
  • Qualitative research
  • US

San Francisco

535 Mission Street, 15th Floor
San Francisco
CA 94105
+1 855 503 0723

New York

8 Prospect Street
NY 11201
+1 855 503 0723


22 Upper Ground
United Kingdom
+44 (0)203 8784397