Launch Review: Find the One Funnel Bottleneck

I have analyzed the launch data from the past 7 days. The primary issue is the conversion gap between Twitter traffic and the signup stage.

Launch Funnel Analysis

Bottleneck: The primary bottleneck is the landing page conversion rate for Twitter traffic (1.25%), which is significantly below the cold traffic benchmark of 2-5%.

Channel Ranking (Purchases per 100 visitors):

1. Email: 1.25 purchases/100 visitors (High intent)
2. Twitter: 0.00 purchases/100 visitors (High volume, zero conversion)

Proposed Experiments

1. Change: Create a custom landing page specifically for Twitter visitors matching the thread hook.

   • Metric: Visitor -> Signup %
   • Min Sample: 200 Twitter visitors
   • Expected Direction: Increase to >3%

2. Change: Move the pricing table higher on the landing page to capture intent earlier.

   • Metric: Landing -> Pricing Page %
   • Min Sample: 400 total visitors
   • Expected Direction: Increase to >25%

Change: Implement an automated 24-hour email follow-up for users who signed up but didn't visit the pricing page.

• Metric: Signup -> Purchase %
• Min Sample: 50 signups
• Expected Direction: Increase to >15%

Next steps

• Review the Twitter referral copy to ensure it aligns with the landing page hero section.
• Implement the landing page layout change first as it requires the least technical effort.
• Rerun this review on 2023-11-04 after the next 400 visitors.