A video landing page funnel (opt-in, VSL, call) was converting at just 1.1%. Ten days later, it was converting at 6%.
The funnel looked healthy on the surface: decent traffic, a professional-looking video, a clear call booking link. But only 1.1% of visitors were booking a call, a fraction of what the traffic volume should have produced.
Instead of guessing, we pulled the video engagement data in Wistia and tracked exactly where viewers dropped off. The pattern was unmistakable: the overwhelming majority left in the first ten seconds, before the video had said anything specific enough to hold their attention.
We rewrote the opening ten seconds, cutting the generic introduction and opening directly on the specific problem the audience already had. No other part of the funnel changed.
Within ten days, conversion rate moved from 1.1% to 6%, over a five-fold improvement, from one controlled change, measured against the actual drop-off data rather than a hunch.