Work · Optsi · funnel reporting, brand and product UI
An analytics company that could not see its own funnel. Now it can.
We connected product usage, website behaviour and the sales pipeline into one funnel report, then rebuilt the brand and site around the story that report told about who actually buys.
Chapter 01 · The section that could not hear the others
Selling better decisions while making its own on instinct.
Trials sat in the product database, enquiries in the CRM, and traffic in a third tool, so nobody could say which visitors became trials or which trials became customers. The brand spoke to a generic buyer because there was no evidence about the specific one, and a younger audience the team suspected existed could not be proven or served.
Chapter 02 · What we connected
Join the funnel end to end, then design for whoever it shows up.
Visit, trial, activation and closed deal were stitched into one report with a shared identifier, giving conversion by source and by segment for the first time. It confirmed a younger, hands on buyer converting far better than the enterprise persona the brand had been written for, so the refresh, the messaging and the new site were all built for them and measured in the same report afterwards.
Visit to closed deal
One identifier carried across product, site and CRM.
Evidence led rebrand
Positioning aimed at the segment that actually converts.
Measured after launch
The same funnel report scores the redesign month by month.
Chapter 03 · Who did what
The AI side
Stitches the funnel overnight
Visits, trials, activations and closed deals matched on one identifier each night, so conversion by source is always current.
The human side
Our studio rebuilds the brand
Positioning, identity, UI and the site itself made by people, then scored by the report.
Chapter 04 · The output we were held to
A sharper brand, and the reporting to prove it is working.
Engagement and sales both moved after launch, and for the first time the team can attribute the movement rather than assume it. Marketing spend now follows the sources that produce activated trials, not clicks.