Understanding Customers Across A Non-Traditional Funnel

CLIENT

WOW!

SERVICE

Analytics, Digital Journey & CRO, Integrated Marketing

INDUSTRY

Subscription-Based, Technology

Accessible Data

Smarter Decision-Making

More Growth Opportunities

WOW! internet + tv + phone — colorful couch lineup

BACKGROUND

WOW! is a leading U.S. provider of high-speed internet, cable TV, and phone services with a 20+ year track record of reliable, affordable connectivity. As WOW!’s Conversion Rate Optimization partner since 2019, Cro Metrics has leveraged analytics and experimentation to surface key insights and guide data-driven growth. With a service model tied to specific geographic regions, WOW! needed to understand how prospective customers navigated the site, where friction occurred, and how to optimize the journey for those within their serviceable areas.

Challenge

Difficulty Leveraging Actionable Insights Due to Geographic Constraints

Because WOW!’s products and services are limited to specific geographic markets, a typical funnel analysis wasn’t going to suffice. The company needed a more nuanced way to understand user behavior, assess conversion barriers, and identify growth opportunities across both consumer and business markets.

Solution

A Multi-dimensional Analytics Framework within a Unified Warehouse

To address this, we built a multi-dimensional analytics framework that combined website and marketing data within a unified warehouse. By layering in filters such as geography, traffic source, device, and product type, the new funnel analysis revealed where prospects dropped off, how serviceability affected conversion, and which market shifts had the greatest impact. We also created visualizations to easily understand each aspect of the customer journey.

Methodology

Validate, Centralize, Segment, Customize, & Optimize

Our team began by validating WOW!’s data capture processes to ensure clean, reliable inputs. From there, we integrated website analytics and marketing performance data into a centralized warehouse. This foundation enabled the creation of multi-dimensional funnel analyses, capable of segmenting performance by geography, device, traffic source, and product line.

Because determining serviceability is often the biggest hurdle for prospective customers, we built custom visualizations to help WOW! quickly interpret each step of the journey and pinpoint where users dropped off. Over time, this reporting expanded to include comparison views across major initiatives like site redesigns, market shifts, and CMS integrations.

The new dashboards allowed WOW! to isolate confounding variables (such as existing versus new customer traffic) and measure the impact of specific optimization efforts, like improving page speed. The result was a clear, data-backed understanding of how customers engage, convert, upgrade, and return over time.

Results

Accessible Data, Better Decision-making, & Unlimited Growth Opportunities

WOW! now has readily accessible data to drive key business decisions, particularly understanding how consumers use the site and how best to position the site across consumer and business markets. They now know how to best understand product and service adoption, upgrades, and upsells.

We continue to actively work with the WOW! team, providing analysis, and iteration on their reporting tools, helping them uncover and capitalize on opportunities for growth.