One of my favourite projects started with a simple question from a stakeholder: “Why are so many people reaching the payment page and then disappearing?” On the surface, the funnel looked fine. But we suspected there was more going on.
By combining GA4 journey analysis, Power BI funnel views and a few targeted experiments, we uncovered a pattern: a particular combination of messaging, price presentation and error handling was quietly eroding trust at a critical step.
Small changes – clearer language around pricing, more transparent error states, and a tightened layout – delivered a meaningful uplift in conversion. But just as importantly, the team gained a new way of thinking about the journey, not just the page.
That’s the kind of work I find most satisfying: using analytics to tell a story that’s actionable, honest and grounded in how real people experience a journey.