Case Study: Make Money out of Your Product Funnel Bottlenecks

Reading time: 01.03.2021
Case Study: Make Money out of Your Product Funnel Bottlenecks

Dima, CEO & founder of Storyland, shared their story of how they cleared bottlenecks in their product’s funnel. And they didn’t have to engage developers! He prototyped the new section and offered the landing page design to validate the need to develop the new functionality. Curious about what helped him? These were Dashly pop-ups & triggered emails.

About the client

Business segment: B2C

Target audience: small- and medium-sized local businesses, influencers, digital courses

Traffic: nearly 3000 MAU

Storyland is a builder of stories-like websites. They are visually friendly and perfect for mobile traffic acquisition.

These websites are called landing stories. They look like this:

how the story landing looks like
Landing stories of a development company that was built of the Tilda LP

Landing stories are great for social media marketing. They are your best choice if you want to validate your hypotheses on new projects, collect leads, present your personal brand, and so on.

Slava, founder of a digital service for business partner inspection, noted that a lot of mobile users clicked their ads. However, he uncovered an issue. Users’ session time was much shorter because their landing page was only adjusted to desktop users.

Then, he decided to run landing stories to communicate their value in a convenient manner for their users. He signed up to the platform, uploaded their slides, added checkout buttons, published their landing stories, and launched ads. He acquired more customers with the cost of one lead decreasing as more people found landing stories catchy and decided to buy.

The challenge

When generating content for landing stories, customers have to use third-party apps or graphic editors to design their slides.

Some users leave making no transaction. It takes some time for users to prepare their content or delegate it to a designer. Their path to purchase is delayed for a period required to generate content or design.

If a person isn’t threatened by challenges, they prepare slides or delegate them to a designer, that’s why they buy their premium plan later. Like that, the time it takes for the first transaction may vary from a week to a few months.

CEO & founder of Storyland

The task

Within the project, we wanted to see if a minimum viable editor version would solve the customer’s issue without the need to engage developers. The editor was supposed to deal with ready-made layout templates in external software like Google Slides and Canva. Our subsequent task was to find out whether the landing stories design converts more users and helps them accelerate the onboarding process.

How we approached the task

Use pop-ups to demonstrate the value of your product

After a user clicks “Create a website”, they go to a design library.

Storyland launched a pop-up triggered by a user click. If users clicked it, they would go to a page of a certain design where they could edit it.

Pop-up leading to the slide templates
Pop-up leading to the slide templates

Collect feedback via live chat

We posted a disclaimer on the slide template page saying we’ll add more templates soon. Users could also ask for a template they need in a live chat.

We had a lot of requests because this experiment ran simultaneously with social media ad campaigns. To make sure designers don’t waste time on untargeted requests, we offered our customers to order individual designs for $5 per slide that would take 1-2 days.

Collect and qualify leads using a pop-up and a live chat

We added a button saying “Order your design for $5 a slide” to draw attention to the new service (slide design). Then, we showed a qualifying pop-up to users who clicked the button where we asked them for some info about their companies.

Qualifying pop-up
Qualifying pop-up

After replying to a pop-up, a user would go to a live chat with a support agent where they would discuss their order details. This stage helps identify frequently asked questions and major user objections.

We got a few more orders with the AOV of over $250 so we decided to build a landing page for users to order designs within the builder to automate the process.

CEO & founder of Storyland

Getting customers back, nurturing, and guiding them to checkout with triggered emails

Dima offered to order the turnkey-ready design of landing stories to welcome emails to reduce churn when building a site.

Welcome email offering to order the turnkey-ready design
The fragment of a welcome email offering to order the turnkey-ready design

A few users contacted me after these emails monthly, and I introduced them to our designers and copywriters.

CEO & founder of Storyland

We sent a nurturing email and showed pop-ups to users who visited the Plans.

Nurturing email example: it was read by 376 users of which 87 clicked the link.


Dima made nearly $1.5k offering turnkey-ready designs. He also proved right that ready-made designs and the design as a service helped cover their users’ issues, and he is willing to continue working on this.

Even with no ads running, we get 3-4 orders for a total of $400 and we’ll keep working on acquiring new customers and performers.

Just like that, we’re going to:

– run an offer so users can order landing stories with simple animations at a discounted price; we’ll support that with emails to users who were interested in slide design but didn’t order it;

– run a triggered campaign to users who visited the slide design page, but didn’t order it;

– advertise our slide design landing page and support customers via a live chat.

CEO & founder of Storyland