Tuned an onboarding funnel end to end
Instrumented the activation path, killed three silent drop-offs, and rebuilt the flows around the data instead of opinions.
The challenge
Halcyon's trial-to-paid conversion had plateaued. Analytics showed users signing up but silently dropping off at three specific moments — none of which the team had on their radar.
Our approach
How we got there.
Instrument the silent drops
Full-funnel event tracking with session replay on the three highest-drop steps. Opinions were replaced with recordings and cohort data.
Rebuild around the data
Three flow redesigns targeting the actual friction — not what stakeholders assumed was wrong. Each shipped as an A/B test with a clear success metric.
Tighten the activation loop
In-app nudges, email sequences and empty-state redesigns all aligned to one definition of 'activated'. Trial-to-paid moved within six weeks.
Outcomes
What changed.
Stack
Tools and technologies used across this engagement.
- Mixpanel
- React
- Figma
- Customer.io
- Optimizely