Initial Assessment:
A networking startup ran a Twitter campaign that underperformed — hundreds of thousands of impressions yielded only a few hundred downloads. The CEO asked me to investigate. It was clear from the start that technical and user experience issues were undermining campaign effectiveness, creating a risk of wasted marketing spend and misaligned product messaging.
Planning & Analysis:
I spent a week mastering Matomo analytics and conducting a deep dive into the website and campaign performance. My analysis focused on both technical and UX factors: the multi-click download funnel was convoluted, the homepage bounce rate was 75%, and call-to-actions were misaligned, confusing users.
Strategic Decision:
I applied CTO-level thinking to map the user journey, isolate technical and UX bottlenecks, and translate raw data into actionable, strategic recommendations. I created a 10-point action plan that included funnel simplification, proper alignment of call-to-actions, and adjustments to the website flow to match real user intent. Each recommendation was communicated in clear business terms, helping the executive team understand the rationale behind every change.
Execution & Oversight:
I guided the team in implementing the fixes, ensuring that changes reflected both technical feasibility and business objectives. This included aligning website architecture, simplifying the download process, and optimizing user touchpoints. My oversight ensured that technical decisions directly supported growth and campaign effectiveness.
Outcome:
The startup implemented the recommendations, resulting in a website and campaign better aligned with user behavior and business goals. This case demonstrated how high-level technical guidance and strategic oversight can directly influence growth outcomes, turning underperforming campaigns into actionable insights.
If you want guidance on leveraging technical expertise to optimize your marketing campaigns and product experience, feel free to book a consultation.