CanDo wanted to improve the conversion rates for their custom stair treads, used to renovate existing stairs. Upon reviewing their strategy, we noticed that the website primarily focused on purchase-ready customers, while missing an opportunity to effectively engage users in earlier stages of their journey. The messaging wasn’t clear or compelling enough for users in the awareness or consideration phases.

This presented a major opportunity: optimize the entire customer journey, from the moment users first discover CanDo, all the way to completing a purchase. Our goal was to create a strategy that would engage and convert users across all stages of the funnel, not just those ready to buy.

We recognized that only about 30% of the audience is typically in the purchase-ready phase at any given time. That means 70% of the audience is in the awareness or consideration stages, which were not being adequately addressed. Ignoring this segment is a missed opportunity for sustained growth.

To tackle this, we created a customer journey map, clearly outlining how CanDo could serve all three key audience segments: awareness, consideration, and purchase-ready.

Here’s how we approached it:

• Targeted all three audience segments: We ensured that the strategy was comprehensive, addressing users in the awareness, consideration, and purchase-ready phases.

• Mapped user intent at each stage: We identified the specific questions and needs of users at every stage of their journey, allowing us to guide them effectively toward the next phase.

• Crafted tailored messaging for each stage: For users in the awareness and consideration stages, we focused on informational content that helped educate them about the benefits of CanDo stairs for their renovation project.

• Optimized content and calls to action (CTAs): We ensured that messaging and CTAs were stage-appropriate, leading users naturally down the funnel. We provided resources such as detailed blog posts, step-by-step guides, and interactive configurators to support their decision-making process.

• Enhanced landing pages and marketing automation flows: We created customized landing pages with clear, persuasive messaging for each stage of the funnel. Additionally, we implemented marketing automation flows to nurture leads through the funnel, ensuring no potential customer was left behind.

This approach enabled us to engage not only purchase-ready customers but also users in the earlier stages, leading them step-by-step through the funnel.