Hypothesis
The B2C funnel was losing demand in two places: before form submission, and before an appointment was scheduled. Nobody had isolated where the leak actually was or what it was worth. Demand wasn't the problem; two fixable leaks were.
Method
A funnel diagnosis that separated the two bottlenecks and quantified each one.
- Fix 1: reduce form friction (form start → submit). The biggest leak was form completion, driven by field friction and cognitive load. The fix: progressive capture, with a minimum-viable submission of three to five required fields and more detail gathered on the confirmation page.
- Fix 2: make follow-up immediate and predictable (lead → appointment). The largest loss among marketing-sourced leads happened between lead and appointment. The fix: auto-confirmation right after submission plus a scheduling link to cut phone tag, creating a measurable SLA on time to first action.
The speed-to-lead case was backed by external research: qualification odds drop about 21× between a 5-minute and a 30-minute response.
Contacting a lead within an hour makes it roughly 7× more likely to qualify.
Result
≈ +27 bookings/month
- +15 bookings/month from the form fix.
- +12 bookings/month from the follow-up fix.
- Paired with a pilot plan: track form completion, appointment and booking rates weekly, and prove lift before expanding scope.
Figures are a conservative projection, not a realized result. The later nurture redesign moved lead-to-appointment from 20% to 24% (Exp. 01).
Assumes no traffic growth and no pricing lift.
Next
This is the diagnostic muscle behind the creative work: not making better ads, but finding where the funnel leaks and building the case to fix it.