Funnel analysis feedback summary at Reforge
In April 2022, we noticed that Reforge’s new member acquisition funnel conversion rates dropped below historical benchmarks. We conducted an extensive quantitative analysis to identify a root cause, ruled out multiple technical reasons (ex: marketing campaigns, product bugs, shifting user types), but didn’t have a conclusive reason for the drop.
To help get to the bottom of this problem, we sent automated 1:1 email outreach to our core audience asking them why they hadn’t bought Reforge yet, and compared performance to a well-performing historical period to see what might have changed.
- Sent automated 1:1 email outreach to a random sample of 500 of our ADNP (accepted did not pay) target audience from April 2022. This segment included our core audience of product/marketing builders and leaders who hadn’t viewed the payment modal and those who work at larger companies
- Received ~100 responses (20% response rate) and categorized into top themes.
- Compared responses to categorized responses of previous ADNP outreach from March 2022 and Fall 2021 to see if there were changes in sentiment: