Strategic Funnel Analysis to Boost Sales for The Plan Collection
The Plan Collection sells house floor plans to homeowners, prospective homeowners, and builders. While they started their online catalog in 2002, they’ve been operational and trusted for over 40 years.
Project Type: Conversion Rate Optimization, Audit & Analytics, Data Story Telling
Tools Used: Segment, GA4, GTM, Looker Studio
600,000 usd
of additional revenue in the first year
8.3%
lift in Add-to-Cart rate from funnel optimization.
12%
ROAS improvement by targeting top-performing demographic segments.
The Plan Collection
Automated Ad Data Analysis
Conversion Rate Optimization
The Challenge
The Plan Collection gets a lot of traffic to its online website but the conversion rate is low. They wanted to identify critical drop-off points in their funnel and find ways to remove the bottlenecks and boost conversions.
The Solution
Our strategy was to identify different segments (new, active, and engagers) through funnel visualization. After careful analysis, we identified the critical drop-off point. It was from Product Detail page views to Add to Cart.
We then checked how the Add to Cart event, demographic factors, and micro conversions were correlated. This enabled us to both target the most profitable demographic segment and optimize micro conversions which ultimately led to a boost in sales.
The Result
-
A UX A/B test was designed and executed. -
The proposed micro-conversion changes resulted in at least an 8.33% increase in Add to Cart rate.
-
Targeting a more profitable demographic segment led to an improvement in overall Return on Ad Spend (ROAS).
-
600,000 USD of additional revenue in the first year.
-
Improved funnel completion rate by optimizing UX.
-
Identified the most profitable demographic segments to improve ROAS.
Automated Marketing
Attribution to optimize
$10M+ ad budgets per year.
Automatic collection and
transformation of data that
saves 10+ hours every week.
We’re big on SEO, paid search, and display video. So we need data from these channels and very clear insights to improve our decision-making. MarketLytics enabled us to be better at our internal decision-making on where to spend and when..
Martijn Scheijbeler
SVP Marketing
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