Product Decision #6: How BenchMade Optimized Their Funnel via Microconversions

This is #6 in a collection of posts highlighting decisions made in tech to build and grow products.

Product Decision

BenchMade Modern is a tech-driven furniture company that optimizes their funnel to close big purchase orders. Founder Edgar Blazona decided to retarget ads based on not only customer segmentation, but also based on their last touchpoint. For example, he was able to increase conversion by sending people who reached the “Swatch Request” step during their last visit to a landing page customized to complete the next step in the funnel.

Details

Here are the three major steps in the funnel Edgar identified to retarget ads based on the user’s last touchpoint:

Watch the full video here.

Have you tried something similar at your company? If so, share your results in the comments.