Email, CRM, lead flow, and customer journey improvements built around conversion.
This project brought email performance, CRM flow, call recordings, lead data, and web journey behaviour into one view to understand where interest was building and where it was stalling. The work connected the funnel from email and web touchpoints through to CRM follow-up, positioning, CTA clarity, and the route into discovery calls.
Project focus
Attention was present, but the route from interest to enquiry was not as clear as it could be. The work focused on making that route stronger through email campaign improvements, CRM structure, lead segmentation, CTA clarity, and web journey changes across the funnel.
Tools and channels used
What I analysed and improved
- Weekly email campaigns and active communication sequences
- Email performance and click-through behaviour
- Lead pipeline, CRM flow, and stalled opportunities
- 200+ contacts segmented by lead warmth to prioritise follow-up
- 70+ stalled warm leads surfaced for re-engagement and journey fixes
- Call recordings reviewed to identify prospect questions and objections
- Website traffic, landing-page clarity, and session patterns over a 60-day period
- CTA clarity, positioning, messaging, attribution, and landing-page focus
What the analysis surfaced
Attention was not the issue
Sessions and opens showed interest, but that interest was not converting as efficiently into clicks and next steps.
Conversion flow needed tightening
CTA focus, tracking quality, and landing-page clarity all affected how smoothly people moved forward.
Segmentation made follow-up clearer
Segmenting 200+ contacts and surfacing 70+ stalled warm leads created a clearer basis for prioritised follow-up and stronger next-step planning.
Improvements shaped from the work
- Tightened CTA hierarchy so email opens had a clearer next step
- Improved attribution and tracking for more reliable reporting
- Refined positioning and messaging around the strongest commercial action
- Used segmented follow-up to prioritise warmer opportunities
- Created a cleaner route from interest into discovery calls
Why it mattered
The project was useful because it moved beyond reporting traffic and opens. It helped identify where interest needed a clearer next step, which fixes mattered most, and how email, CRM, and web journey changes could support a clearer route into 10+ discovery calls.
Takeaway
The project showed how analytics becomes more useful when it is tied directly to action. Rather than only reporting what happened, the work identified where the journey needed to be clearer and what to improve next.