Bradmarke | Branding, Advertising, and Marketing Solutions

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Headquarter

Bradmarke Interactive, G.R.A, No. 60 Isaac John St, Ikeja GRA, Ikeja 101233, Lagos, Nigeria.

Bradmarke Interactive, No. 39 Ikot Ekpene Rd, Opposite Chicken Republic, Uyo, Akwa Ibom State, Nigeria.

MusicStream – Online Music Streaming (Entertainment)

Optimizing the E-commerce Funnel for Increased Paid Conversions

Project Info

Project Overview

MusicStream, a new player in the music streaming industry, faced challenges converting free trial users to paid subscribers. With a high rate of users dropping off before completing payment, the e-commerce funnel needed refinement to reduce abandonment and boost subscription conversions.

Our objective was to analyze the sales funnel, identify drop-off points, and implement strategies to increase conversions. This included tracking user behavior, refining the checkout process, and using retargeting ads to reach users who disengaged before subscribing.

In music streaming, converting free trial users to paid subscribers is the backbone of success. We bridged the gap and made the path to paid subscriptions very smooth.

Victor Bassey

Marketing Director

Funnel Optimization Strategy

Behavioral Tracking & Analysis

User Journey Mapping: Used Google Analytics to understand user flow and pinpoint where users dropped off.
Identifying Drop-off Points: Focused on key funnel stages, especially the transition from free trial to payment.

Checkout Process Improvements

Streamlined Flow: Simplified subscription steps, reducing friction and optimizing user experience.
Incentive for Paid Conversion: Offered one-time discounts and personalized prompts to encourage sign-ups.

Retargeting Campaigns

Targeted Ads: Launched retargeting ads targeting users who exited at specific points, promoting a simplified checkout and exclusive discounts.

User Journey Mapping & Funnel Analysis: Google Analytics funnel report showing user drop-off rates at each stage, from free trial sign-up to checkout completion.

Checkout Optimization Results: Snapshot showing improvements in the checkout flow and a reduction in abandonment rates after simplification and incentives were introduced.

Retargeting Campaign Performance: Retargeting ad performance metrics, illustrating re-engagement rates and conversions attributed to the retargeted users who completed the subscription.

Results

Key Metrics

Conversion Rate Increase: +18% conversion rate from free trials to paid subscriptions, reflecting a stronger sales funnel.
Reduced Abandonment Rate: Checkout abandonment rates decreased by 12%, showcasing improved user flow.
Successful Retargeting Ads: Retargeting campaigns brought back 25% of drop-off users, boosting conversion success.

The funnel optimization efforts truly transformed our conversion rates. With a better user experience and targeted retargeting, we’ve managed to turn more trial users into loyal subscribers.

Rachel Lim

Head of Growth, MusicStream.

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