Acquisition Funnel Optimization
Smarter Optimization, Not Bigger Budgets—How We Achieved a 36% Conversion Lift
Overview
The end of the Affordable Connectivity Program (ACP) forced Q Link Wireless to pivot from a growth-focused strategy to a more efficient acquisition model. With the loss of the $30/month subsidy, ad budgets were cut by 75%, and the pool of eligible customers shrank. Instead of expanding into new channels, we focused on optimizing the funnel, improving targeting, and re-engaging lost customers to sustain acquisition.
I led the strategy and execution, selecting high-impact projects that would drive the biggest results while staying within budget. My role involved analyzing data, refining messaging with the copy and design teams, and ensuring seamless execution across multiple teams.
By focusing on funnel optimizations, smarter ad strategies, and better re-engagement, we achieved a 36% conversion lift, ensuring sustainable growth for Q Link Wireless.
Challenges
Maximizing acquisition with a reduced budget
Finding ways to make every ad dollar work harder while maintaining sign-ups.
Optimizing the funnel for higher conversions
Improving speed, UI, and messaging to capture more sign-ups from existing traffic.
Re-engaging customers
Targeting customers who lost service when ACP ended and improving how we targeted sign-ups that dropped off or didn’t finish their application.
Maximizing Acquisition with a Reduced Budget
With customer profitability down, ad spend had to be optimized for maximum efficiency. Instead of relying on expensive acquisition tactics, we focused on better targeting, more effective ad creatives, and precise audience segmentation to maintain strong sign-ups while lowering costs.
Solutions
- Attention Grabbing Ads – Using UGC and Customer Reviews
- Smarter Targeting – Passing More Data to Platforms
- Refining Audience Segmentation – Ensure Relevant Messaging
Attention-Grabbing Ads
We tested new formats, including User-Generated Content (UGC) and real customer reviews to build trust. We also created attention-grabbing text and banner ads, doubling CTRs and significantly reducing CPC across ad platforms.
Leveraging Data for Targeting
We passed over 40 customer data points into Google and Facebook, improving algorithmic optimization and allowing platforms to better identify high-converting users. After implementing these changes and updating ads, we saw a 24% CPA reduction.
Refining Audience Targeting
We kept broad targeting and let the algorithm identify the best customers. To improve performance, we built creatives that spoke directly to our audience and developed audience segments based on our data to ensure different customer groups received the most relevant messaging.
Optimizing the Funnel for Higher Conversions
The funnel was already well-optimized, but small improvements at scale can have a massive impact. Even a 1% increase in conversion rate meant thousands of extra sign-ups. Our goal was to reduce friction, improve page speed, and make landing pages more scalable while ensuring a smoother user experience.
Solutions
- Speed Wins – Faster Landing Pages
- Scaled Landing Pages – Custom Pages for Different Audiences
- API Speed Updates – Reducing Wait Time
- A/B Testing UI & Copy – Optimizing User Flow
Speed Wins
We stripped landing pages down to HTML, CSS, and lightweight JavaScript, improving performance and achieving a 100% Core Web Vitals score while reducing drop-offs.
Scaled Landing Pages
We built audience-specific landing pages that matched ad messaging, making it easier to convert high-intent users. The smaller, lightweight pages also made it easier to scale and rapidly test new versions. This change resulted in a 27% lift in conversion rate on key landing pages.
API Speed Updates
We moved heavy API calls to the final step to prevent slowdowns earlier in the funnel. A spinner with real-time updates reassured users, reducing bounce rates and generating an 11% conversion lift.
A/B Testing UI & Copy
We tested different layouts, page sequencing, and messaging to refine the experience. Adjustments such as moving key UI elements to different pages and keeping steps concise resulted in a 2%-8% conversion lift on tested pages.
Re-Engaging Customers
Many customers lost service when ACP ended, and not every visitor converted on the first visit. We saw a major opportunity to bring back lost customers and recover funnel drop-offs with better targeting and messaging.
Solutions
- Behavior-Based Email & SMS – Personalized Messaging
- Fast Follow-Ups – Immediate Engagement for Higher Conversions
- Bringing Customers Back – Retargeting Former ACP Users
Behavior-Based Email & SMS
Instead of generic follow-ups, we segmented users based on their exact drop-off reason, using previously entered data to personalize messaging. These highly relevant campaigns had open rates over 30%.
Fast Follow-Ups
We sent emails and SMS within hours of drop-off, ensuring outreach happened when intent was still high. Immediate email campaigns had open rates of up to 61%.
Bringing Customers Back
We didn’t just re-engage past Q Link customers—we also targeted ACP customers from other providers through ads and outreach, helping them reapply easily. This effort resulted in tens of thousands of customers retained and reenrolled.
Results
By shifting from expansion to efficiency, we optimized acquisition, increased conversions, and re-engaged lost customers—all while working within a reduced budget.
- 36% overall conversion rate increase – Funnel optimizations, speed improvements, and better messaging turned more traffic into sign-ups.
- 24% reduction in cost per acquisition (CPA) – Smarter targeting, better audience segmentation, and high-CTR ads made every ad dollar work harder.
- 61% email open rates with immediate outreach – Fast follow-ups via email and SMS significantly improved re-engagement and recovery of lost sign-ups.
- Higher funnel efficiency through speed improvements – Lightweight landing pages, API optimizations, and personalized messaging led to lower bounce rates and better engagement.
- More conversions from former ACP customers – Targeted campaigns helped retain tens of thousands of customers, turning potential churn into sustained revenue.
Instead of relying on bigger budgets, we used smarter optimizations to achieve sustainable growth. By refining targeting, enhancing user experience, and re-engaging lost leads at the right time, we maintained strong customer acquisition even in a challenging market.
Let’s Work Together
Looking to optimize your customer acquisition strategy, improve conversions, and lower acquisition costs? Let’s create a high-performance funnel tailored to your business. Contact me today.
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CPA Reduction
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Overall Conversion Rate Increase
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