GA Funnel Auditing
Mapped drop-off across organic landing pages, paid media entry points, and returning visitor paths to isolate the highest-impact leaks in the subscription funnel.
CASE_STUDY: 002FunimationCRO
Plugging Funnel Leaks at Experiment Scale
Funimation had the traffic. The subscription funnel had the leaks. I built the business case, partnered with engineering on VWO, and ran hundreds of experiments across US, EMEA, and AU that lifted conversion 30%+, free-to-paid 50%, and cut churn 30%.
CONVERSION LIFT
+30%+
New paid subscriber conversion rate
The Challenge
Traffic Was There. Conversion Wasn't.
Funimation was driving serious volume from organic search and paid media across SEM, social, display, and affiliate. Traffic was not the problem. Subscription conversion was.
Google Analytics showed consistent drop-off in the signup funnel. Engineering bandwidth was scarce, so every fix needed evidence before it earned a sprint. I built a testing program that could prove impact fast and scale across Funimation US, EMEA, and AU.
FUNNEL LEAKSENGINEERING BOTTLENECKPAID LANDING FRICTIONMULTI-REGION SCOPE
Phase 01
Identifying the Leaks and Gaining Support
Before asking engineering for VWO, I had to quantify the leaks and build a case leadership could not ignore.
Engineering Buy-In
Partnered with product and engineering early so experimentation was framed as shared infrastructure, not a marketing side project.
Executive Alignment
Dashboards tied conversion gaps to subscriber revenue so leadership could prioritize engineering sprints.
Signup Flow Diagnostics
Segmented signup abandonment by device, traffic source, and franchise landing page to rank tests by revenue proximity.
Prioritized Leak Backlog
Stack-ranked every proposed test by expected lift, implementation effort, and traffic volume so the first wins were undeniable.
Revenue-Weighted Prioritization
Modeled subscriber LTV impact at each funnel drop-off so we prioritized fixes with the highest revenue upside, not just the highest traffic volume.
Phase 02
Building the Testing Infrastructure
With evidence in hand, I worked with engineering to implement VWO so Growth Marketing could run experiments without waiting on full deploy cycles for every variant.
VWO Implementation
Coordinated VWO snippet deployment, QA, and experiment governance with engineering across production releases.
Multi-Region Rollout
Extended the testing stack to acquired streaming brands in EMEA and Australia, not just the core Funimation US property.
Experiment Governance
Defined naming conventions, traffic allocation rules, and winner deployment workflows the growth team could run independently.
Growth Team Enablement
Built self-serve test templates for landing pages, plan selectors, and checkout steps so new experiments launched in days, not quarters.
Cross-Channel Reporting
Synced VWO results with GA and paid media reporting so paid and organic teams saw the same conversion truth.
Statistical Rigor
Established guardrails for experiment duration, sample size, and statistical confidence before calling winners.
Phase 03
Hundreds of Experiments, One Funnel System
Once VWO was live, Growth Marketing ran experiments in parallel across landing pages, signup flows, lifecycle offers, and retention touchpoints.
01. Paid Landing Page Optimization
A/B and multivariate tests across paid media landing pages tied to franchise campaigns, seasonal simulcasts, and promo offers.
02. Signup Flow Experiments
Iterated on plan presentation, trial framing, payment step order, and mobile checkout friction in core subscription flows.
03. Free-to-Paid Promotion Tests
Timed upgrade prompts, promotional windows, and lifecycle offers to move free subscribers to paid during high-intent moments.
04. Unsubscribe Flow Retention
Tested offer sequencing, pause options, and save flows using backend subscriber data to surface relevant retention incentives.
05. Franchise Page Multivariate
Ran multivariate tests on headline, hero creative, and CTA placement for top-traffic franchise pages.
Program Scale & Knowledge Base
Hundreds of experiments cumulative across regions, with winners rolled into templates and losers documented for reuse.
EXPERIMENTATIONMULTIVARIATELIFECYCLE
The Results
Conversion Gains That Compounded
Evidence-backed experimentation turned conversion from a guessing game into a compounding system. Wins shipped faster, paid landing pages converted harder, and retention improved at the moment subscribers tried to leave.
FREE-TO-PAID+50%
CHURN RATE-30%
TESTS DEPLOYED100s
“I could see the leaks in GA, but I could not ship fixes without proof. VWO gave us the evidence engine. Once engineering bought in, we ran experiments faster than the backlog could grow.”
Leaks in the funnel but no engineering bandwidth?
If your funnel has traffic but conversion stalls behind engineering queues, I build the testing infrastructure and experiment program to prove impact and ship wins.
Engagement Series
Funimation (Crunchyroll)
Multi-engagement growth series at a specialty anime streaming platform: technical SEO, conversion optimization, affiliate partnerships, and fan-community retention during the physical-to-streaming transition.
