Conversion funnel optimisation & One Touch Switch
This work supported a transition from a field-led sales model to a digital-first growth engine, designed to increase acquisition capacity while protecting long-term value in a regulated environment.
The challenge
The organisation needed to unlock more scalable digital growth without compromising regulatory obligations or customer trust. Speed mattered, but not all parts of the funnel could move at the same pace.
The risk was not just non-compliance, but investing heavily in digital volume without improving lead quality, which would have created downstream cost and inefficiency rather than sustainable growth.
My contribution
I led the rework of the upper funnel, focusing effort where it would unlock the most near-term growth while keeping technical and regulatory risk under control.
Rather than attempting a full end-to-end rebuild, a deliberate decision was made to stage the transformation. Lower-funnel changes were deferred due to integration complexity, allowing momentum to be maintained while laying the groundwork for future phases.
I worked closely with marketing, engineering, and operational teams to ensure customer-facing experiences, data capture, and internal follow-up processes evolved together.
Key areas of focus included:
Increasing digital acquisition throughput without sacrificing trust or clarity
Treating compliance as a design constraint, not a blocker
Improving intent signalling and data quality so sales effort was focused where it mattered most
Supporting immediate conversion where appropriate, while enabling effective human follow-up for higher-value or less certain journeys
Ensuring marketing and product experiences aligned with backend systems to avoid friction as volume increased
Outcomes
The work delivered momentum rather than a one-off optimisation:
A clear upward trajectory in useful, actionable leads
Better prioritisation of sales and follow-up effort as digital volume increased
Reduced waste from low-intent or poorly qualified enquiries
A funnel that could scale responsibly without creating operational drag
Clear learning signals to inform subsequent investment in deeper funnel integration
Why it mattered
For a growth-stage business, this approach balanced speed with sustainability. By improving lead quality and intent visibility early, the organisation was able to grow digital acquisition capacity without simply shifting cost or complexity further down the funnel.
It established a foundation where growth could be accelerated in phases, rather than betting everything on a single, high-risk transformation.
