2. Problem Statement
You work for an online SaaS company(personal expense management like
Walnut or Mint.com) as a PM. The number of users visiting the website is
quite large but the final conversion rate is quite low. You feel creating a
funnel and analysing it will help you find out why users are dropping off.
Create a blueprint of the funnel and mention how you will analyse the
same to improve conversions.
Note: Submit your file in PDF format.
3. Solution is for Walnut App which is an “App only” product.
Considering problem statement, Solution covers actual user journey from website to app
store with final user downloading the app, choosing offer and making a Transaction.
4. FUNNEL
User lands on getwalnut.com website
User directed to playstore/Istore page
Users signup using Email Id
Verify name and Mobile
Number
Provide Pan No.
for walnut Prime
Select Offer and
complete payment
transaction
5. Metrics
FUNNEL STEPS METRICS
User lands on getwalnut.com website Visitors/Traffic source(Search,Social,Email etc)
Bounce rate/Traffic source
Average session duration/Traffic source
Visitors who click on CTA/Total visitors
User directed to playstore/istore page Visitor/Traffic source(Search,Social,Email etc)
Bounce rate
Average session duration/Traffic source
Visitors who click on CTA(install)/Total visitors
Users signup using Email Id Bounce rate
Verify name and Mobile Number Verified users/Total users
Failed verifications/Total verifications
Provide Pan No. for walnut Prime
Failed verifications/Total verification attempts
Select Offer and complete payment
transaction
Paying users/Total users
Paying users from each traffic source
6. Suggestions for increasing conversions
1. Visitors/Traffic Source – As no. of visitors are high with least conversions, Visitors from different channels
like search, social and email needs to be analysed, More Resources allocation on Least bounce Rate channel
. Ex- If more Traffic is coming from paid social then Resource s should be allocated towards paid social.
2. A/B Testing on getwalnut.com – Below Variations can be tried for getting best version of walnut app –
a. CTA : Call to actions on walnut website aren’t clear to user visiting website. Correct placement with perfect
message is required for more Conversions on CTA.
b. Video : Walnut have correct video message for the user but its placement on website needs to be improved
for clear communication of the product message.
c. Tag Line: Walnut Tagline message needs to be improved for clear communication of the product USP to the
customer.
3. User verification technical – Analysing metric of Failed verification/Total verification can help to identify any
technical glitch faced by user while registering and verification process.
4. Pan Verification - Analysing metric of Failed verification/Total verification can help to identify any technical
glitch faced by user while Pan verification process
5. Walnut Prime location on app – Location not visible despite being CTA for conversion. CTA for prime option
should be on home screen for faster Lead conversion.
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