The Scenario
An online insurance comparison site gets 200,000 visitors/month but only 400 completed quote requests (0.2% conversion). The funnel is: Landing Page → Quote Form Step 1 → Step 2 → Step 3 → Confirmation. The CEO wants to know where the biggest drop-off is and what to do about it.
The Brief
Map the complete funnel with hypothetical but plausible drop-off rates at each stage. Identify the biggest leak, diagnose the likely cause, and design an experiment to fix it.
Deliverables
- A funnel map with conversion rates at each stage (invented but internally consistent)
- The biggest drop-off point identified with at least 3 hypotheses for why users abandon
- A detailed experiment design for the highest-impact fix
- A secondary optimisation opportunity at a different funnel stage
Submission Guidance
A 50% drop-off from Step 1 to Step 2 is more impactful than a 20% drop-off from Step 2 to Step 3, even if the percentage is smaller. Show that you calculate absolute user loss, not just percentages.
Submit Your Work
Your submission is graded against the rubric on the right. If you pass, you get a public Badge URL you can share on LinkedIn. There is no draft save, so work offline first and paste your finished response here.