Optimising onboarding to convert customers

QuickBooks acquisition spanned paid media, landing pages and in-product discovery, each owned by a different team with a different idea of the customer's first minute.

Unify digital marketing and product design into one experience organisation with end-to-end ownership of the funnel, then reduce the friction between intent and value.

Five measurable bets, each tested independently to isolate impact.

• Deferred plan selection until after the customer's need was expressed
• Intent-matched entry flows across PPC, landing pages and in-product discovery
• Personalised onboarding paths by business type and job to be done
• Clearer pricing comparison with fewer simultaneous decisions

Two of the five bets underperformed. Rather than defend them, we remapped the journey across three entry flows to align acquisition intent with the right product path.

A coherent journey from first banner to first value, owned end to end.

• >25% increase in traffic to sign-up
• Nearly doubled task completion across critical journeys
• Faster time-to-value and reduced early-lifecycle friction
• Experience strategy presented to the C-suite and global all-hands