case study

Aligning User Intent with the Customer Journey

Paid gaming campaigns were driving qualified traffic, but users weren't progressing through the buying journey. By analyzing the post-click experience, I identified opportunities to better align user expectations with landing page content and improve conversion performance.

MY ROLE

Digital Marketing Specialist

TIMELINE

4-6 weeks

SKILLS

CRO, UX, Analytics, Content Strategy

INDUSTRY

Furniture/eCommerce

TOOLS

GA4, Mural, Excel

THE CHALLENGE

Despite strong traffic from paid gaming campaigns, the landing page wasn’t driving meaningful engagement or conversions.

DISCOVERY

A review of the customer journey revealed a mismatch between the promise of the ads and the on-page experience.

THE STRATEGY

We focused on aligning the gaming experience with user intent and reducing friction throughout the journey.

THE EXPERIMENT

We ran an A/B test to determine which experience better supported user intent and drove stronger engagement and conversion.

THE RESULTS

REFLECTION

This project reinforced that successful landing pages aren't simply about attractive design— they're about maintaining continuity between the advertisement and the experience that follows. Understanding user intent and reducing friction proved more impactful than adding additional creative elements, emphasizing the importance of aligning UX, messaging, and media strategy.