Problem the client raised We don't know how visitors become buyers.
Mapping the funnel from first visit to product interest
Website behavior is now linked to every CRM contact, and a shorter mobile signup was tested against the original.
- Client
- B2B infrastructure software company
- Tools
-
- PostHog
- HubSpot
- Slack
Client names and data are withheld under confidentiality agreements.
The leak
Two websites, one for marketing and one for documentation, gave no view of how visitors moved toward buying.
- Marketing and sales tools didn't share data.
- Signing up on a phone took too much effort.
How it fits together
- Marketing site
- Docs site
- PostHog
- HubSpot
- Daily Slack summary
- Continue-on-desktop email
- Executive report
What was built
- Event tracking across both websites, and a visitor lifecycle model that keeps the full history of stage changes.
- A two-way sync between the CRM and product analytics. Every CRM contact links to their behavior, and the reverse.
- Bot and human traffic separated, a daily growth summary delivered to Slack, and an executive marketing report.
- A before and after analysis of a website platform migration.
- A mobile signup test. The control was a 7-field form. The variant asked for an email only, then sent an automated email so the visitor could finish on desktop. Each person's variant was stored on their CRM record.
Scope
- 2 websites tracked
- 6 dashboards built