Case 6: Landing Page Performance Breakdown

Case 6: Landing Page Performance Breakdown

Starting Point

Overall funnel showing 4.71% conversion (63,812 entered → 5,159 converted to achieve_screen_viewed)

Action Taken

Break down the funnel by landing page path name to see which pages perform differently

Results by Landing Page

Step 1 → Step 2 conversion:

Landing Page	Conversion Rate	Entered	Converted	Dropped Off
Overall Baseline	4.71%	63,812	5,159	58,653
/medication-tirzepatide-discount-01	5.80%	33,804	3,429	30,375
/medication-tirzepatide	4.95%	9,310	752	8,558
/ (root page)	1.83%	8,187	219	7,968
/gs-tirzepatide	0.93%	4,525	64	4,461
/medication-tirzepatide-pre-quiz-tt	22.00% 🎯	1,132	401	731
/medication-tirzepatide-pre-quiz	7.54%	1,088	144	944
/how-it-works	1.98%	1,009	58	951
/terms	0.00%	584	3	581
/medication	1.05%	569	15	554
Other (misc pages)	0.00%	1,686	4	1,682

Key Insights from Segmentation

🎯 Winner Found

Pre-quiz landing pages perform dramatically better:

• /medication-tirzepatide-pre-quiz-tt: 22.00% conversion (4.7x the baseline!)
• /medication-tirzepatide-pre-quiz: 7.54% conversion (1.6x the baseline)

⚠️ Poor Performers

Informational pages have terrible conversion:

• /terms: 0.00% (584 people, only 3 converted)
• “Other” pages: 0.00% (1,686 people, only 4 converted)
• /medication: 1.05% (569 people, 15 converted)
• /gs-tirzepatide: 0.93% (4,525 people, 64 converted)

📊 Decent Performers

Main product/discount pages:

• /medication-tirzepatide-discount-01: 5.80% (largest traffic volume: 33,804 people)
• /medication-tirzepatide: 4.95%

❌ Root Page Problem

• / (homepage): Only 1.83% conversion with significant traffic (8,187 people)
• This is below baseline and represents missed opportunity

Actionable Insights

What This Tells You

1. Pre-quiz funnel design works: Pages with embedded quiz convert at 3-4x higher rates

   • Hypothesis: Users who engage with quiz are more qualified/engaged
   • Hypothesis: Quiz reduces friction by breaking up the form into smaller steps

2. Informational pages shouldn’t be in conversion funnels:

   • People landing on /terms, /how-it-works, /medication aren’t in buying mode
   • These pages need different CTAs or shouldn’t be counted in conversion metrics
   • If running ads to these pages, stop immediately

3. Homepage needs optimization:

   • 8,187 people landing on / with only 1.83% conversion is a problem
   • Either improve the homepage experience or don’t drive traffic there

4. Traffic allocation opportunity:

   • /medication-tirzepatide-discount-01 gets 33,804 visitors (most traffic)
   • But /medication-tirzepatide-pre-quiz-tt with only 1,132 visitors converts at 22%
   • Action: Test driving more traffic to pre-quiz variant

5. Volume vs. Conversion trade-off:

   • Highest traffic page (discount-01) has middle-tier conversion (5.80%)
   • Best conversion page (pre-quiz-tt) has low traffic (1,132)
   • Need to balance volume and quality

Next Investigation Steps

Based on this segmentation, you’d want to:

1. Deep dive into pre-quiz pages:

   • What’s different about these pages?
   • Watch session recordings of successful conversions
   • Can you replicate this design to other pages?

2. Investigate why terms/info pages get traffic:

   • Are ads mistakenly driving to these pages?
   • Is organic traffic landing here?
   • Should these pages exist in your analytics at all?

3. Compare user quality across segments:

   • Do people from pre-quiz pages complete the full funnel better?
   • Or do they just convert to step 2 then drop off later?

4. Campaign analysis:

   • Which campaigns drive to which pages?
   • Are high-converting pages getting budget?

5. A/B test insights:

   • Test pre-quiz design on discount landing pages
   • Test driving discount page traffic to pre-quiz variants

The Power of Segmentation

Without segmentation: “We have a 4.71% conversion rate and 90% drop-off problem”

• This is vague and doesn’t tell you what to fix

With segmentation:

• “Pre-quiz pages convert at 22%, we should drive more traffic there”
• “Terms page has 0% conversion with 584 visitors, we need to stop driving traffic there or fix the page”
• “Root page underperforms at 1.83% with 8,187 visitors - major optimization opportunity”

This is actionable intelligence.

Principles Applied

• Never Accept Numbers as Abstract - Drill Down to People ✓
• Context is Everything ✓
• Common Sense Over Complexity ✓
• Let Anomalies Jump Out ✓ (22% vs 0% is screaming at you)

Thinking Flow Steps Demonstrated

• ✓ Step 1: See aggregate (4.71% overall)
• ✓ Step 5: Segment by dimension (landing page path)
• ✓ Step 6: Find patterns (pre-quiz pages win, info pages fail)
• ✓ Step 7: Form hypotheses and validate (pre-quiz design works better)

Tool Features Used

• Breakdown functionality in funnel visualization
• Ability to segment by any property (landing page path)
• Side-by-side comparison of segments
• Sortable columns to find best/worst performers
• Volume + conversion rate both visible

Navigation

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