Finding the real leak in a hardware funnel
Head of Communication
The challenge
A niche Bitcoin hardware product needed a B2C launch, but nobody actually knew which audience, creative or buying path would convert in the US market.
My approach
So I built a 4-cell A/B test (CTA × funnel path) and ran it on a real budget: landing page versus straight-to-cart, with several creatives going head to head. Then I read the data honestly instead of chasing whatever number looked good.
The result
The test isolated the winning CTA and creatives and showed the audience was relevant and already trusted the brand. More importantly, it pinpointed where the launch was really leaking: the offer and the landing page, not the ads. An unclear launch turned into a concrete plan backed by data.
Next
A tech brand 20,000 readers come back to
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