--- title: "Understanding Customers Across A Non-Traditional Funnel - Cro Metrics" url: "https://crometrics.com/case-studies/wow-analytics/" image: "https://crometrics.com/wp-content/uploads/2025/10/WOWComp.png" --- ![WOW!](https://crometrics.com/wp-content/uploads/2025/10/WOW.svg) # 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](https://crometrics.com/wp-content/uploads/2025/10/WOWComp2.png "WOW! internet + tv + phone — colorful couch lineup") ## BACKGROUND ## 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 ## 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 ## 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 ## 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 ## 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. ## Read more case studies ![Nonprofit Unlocks 60% More Donations From Donor Journey Analysis Insights](https://crometrics.com/wp-content/uploads/2024/09/NonprofitDJA1.png) +60% *revenue from homepage CTAs* ## [ Nonprofit Unlocks 60% More Donations From Donor Journey Analysis Insights ](https://crometrics.com/case-studies/nonprofit-unlocks-60-more-donations-from-donor-journey-analysis-insights/) ![Website Redesign Experimentation Drives Significant Results for Sierra Club](https://crometrics.com/wp-content/uploads/2025/10/SierraClubComp3.png) +40% *Monthly Donations* ## [ Website Redesign Experimentation Drives Significant Results for Sierra Club ](https://crometrics.com/case-studies/sierra-club-website-redesign/) ![Unified Data Uncovers Opportunities for Experiment-Led Growth](https://crometrics.com/wp-content/uploads/2025/10/YamiComp2.png) ## [ Unified Data Uncovers Opportunities for Experiment-Led Growth ](https://crometrics.com/case-studies/yami/) ![Turning Clicks into Trips by Reducing Friction for High-Intent Users](https://crometrics.com/wp-content/uploads/2025/10/HyattComp.png) +2.5% *Conversion rate* ## [ Turning Clicks into Trips by Reducing Friction for High-Intent Users ](https://crometrics.com/case-studies/turning-clicks-into-trips-by-reducing-friction-for-high-intent-users/) ![Simple E-Newsletter Updates Boost Click-Through Rates](https://crometrics.com/wp-content/uploads/2025/10/TFA1.png) +30% *click-through rate* ## [ Simple E-Newsletter Updates Boost Click-Through Rates ](https://crometrics.com/case-studies/teach-for-america/) ![Boosting Revenue and Long-Term Success for Home Chef](https://crometrics.com/wp-content/uploads/2025/10/FeaturedImageHomechef.png) +2.4K *APP DOWNLOADS* ## [ Boosting Revenue and Long-Term Success for Home Chef ](https://crometrics.com/case-studies/home-chef/) ![Dynamic Personalized Experiences Transform Users into Advocates for Calendly](https://crometrics.com/wp-content/uploads/2025/10/FeaturedImageCalendly.png) +2.6% *Product Visits* ## [ Dynamic Personalized Experiences Transform Users into Advocates for Calendly ](https://crometrics.com/case-studies/personalized-experiences-calendly/) ![Landing on Creative That Converts with Curology](https://crometrics.com/wp-content/uploads/2025/10/CurologyFeaturedImage.png) +778% *Conversions for Paid Social Visitors* ## [ Landing on Creative That Converts with Curology ](https://crometrics.com/case-studies/paid-creative-that-converts-with-curology/) ## Ready To Amplify Your Growth? Schedule a 30-Minute Strategy Consultation. ```json { "@context": "https://schema.org", "@graph": [ { "@type": "WebPage", "@id": "https://crometrics.com/case-studies/wow-analytics/", "url": "https://crometrics.com/case-studies/wow-analytics/", "name": "Understanding Customers Across A Non-Traditional Funnel - Cro Metrics", "isPartOf": { "@id": "https://crometrics.com/#website" }, "primaryImageOfPage": { "@id": "https://crometrics.com/case-studies/wow-analytics/#primaryimage" }, "image": { "@id": "https://crometrics.com/case-studies/wow-analytics/#primaryimage" }, "thumbnailUrl": "https://crometrics.com/wp-content/uploads/2025/10/WOWComp.png", "datePublished": "2025-10-15T12:52:28+00:00", "dateModified": "2025-12-04T12:42:30+00:00", "breadcrumb": { "@id": "https://crometrics.com/case-studies/wow-analytics/#breadcrumb" }, "inLanguage": "en-US", "potentialAction": [ { "@type": "ReadAction", "target": [ "https://crometrics.com/case-studies/wow-analytics/" ] } ] }, { "@type": "ImageObject", "inLanguage": "en-US", "@id": "https://crometrics.com/case-studies/wow-analytics/#primaryimage", "url": "https://crometrics.com/wp-content/uploads/2025/10/WOWComp.png", "contentUrl": "https://crometrics.com/wp-content/uploads/2025/10/WOWComp.png", "width": 1280, "height": 720, "caption": "Brand graphic featuring the WOW! logo with customers seated on a multicolored couch." }, { "@type": "BreadcrumbList", "@id": "https://crometrics.com/case-studies/wow-analytics/#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://crometrics.com/" }, { "@type": "ListItem", "position": 2, "name": "Case Studies", "item": "https://crometrics.com/case-studies/" }, { "@type": "ListItem", "position": 3, "name": "Understanding Customers Across A Non-Traditional Funnel" } ] }, { "@type": "WebSite", "@id": "https://crometrics.com/#website", "url": "https://crometrics.com/", "name": "Cro Metrics", "description": "We help companies grow through data-driven experimentation.", "publisher": { "@id": "https://crometrics.com/#organization" }, "potentialAction": [ { "@type": "SearchAction", "target": { "@type": "EntryPoint", "urlTemplate": "https://crometrics.com/?s={search_term_string}" }, "query-input": { "@type": "PropertyValueSpecification", "valueRequired": true, "valueName": "search_term_string" } } ], "inLanguage": "en-US" }, { "@type": "Organization", "@id": "https://crometrics.com/#organization", "name": "Cro Metrics", "url": "https://crometrics.com/", "logo": { "@type": "ImageObject", "inLanguage": "en-US", "@id": "https://crometrics.com/#/schema/logo/image/", "url": "https://crometrics.com/wp-content/uploads/2025/11/crometrics-og.png", "contentUrl": "https://crometrics.com/wp-content/uploads/2025/11/crometrics-og.png", "width": 1200, "height": 630, "caption": "Cro Metrics" }, "image": { "@id": "https://crometrics.com/#/schema/logo/image/" }, "sameAs": [ "https://www.facebook.com/CroMetrics/", "https://x.com/crometrics", "https://www.instagram.com/crometrics/", "https://www.linkedin.com/company/crometrics/" ] } ] } ```