The challenge
Orbitkit thought the answer was more traffic. It wasn’t.
Their acquisition cost had doubled over the year while ad spend stayed flat. When we looked at what happened after the click, the leaks were obvious.
The signup form asked for six fields. The onboarding email arrived a day later. And the trial made users work too hard to find the feature they actually wanted.
Buying more traffic would only send more people into the same problems.
What we did
We fixed the funnel after the click before trying to scale the traffic.
Funnel instrumentation
We tracked every important step so we could see where users were dropping off instead of guessing.
Signup rebuild
We cut the six required fields down to two. The rest could be collected later, once users had experienced the product.
Activation sequence
Onboarding emails were triggered by user behaviour instead of being sent on a fixed schedule.
Offer testing
We tested trial length and paywall placement against payback rather than simply chasing more signups.
