A CRM sequence lifted lead conversion by 35% for a B2C app, measured against a control group

CRM sequences built in two-week sprints lifted lead conversion by 35% for a B2C app. The uplift was measured against a control group that didn't receive the sequence, in a two-week test.

Profile

B2C app · Growth stage

Problem

Paid media brought in cheap but poorly qualified leads. CPL was low, and conversion didn't keep up.

Solution

Work on conversion after the lead, with CRM, and measure the real effect against a control group.

What we did

We built the CRM sequences in two-week sprints.
We set aside a control group that didn't receive the sequence, to isolate the effect.
We adopted a new conversion calculation model to compare the two groups.

Result

+35% lead conversion in the group that received the sequence, compared with the control group, over a two-week test.

Key learnings

A cheap lead is not a good lead. A low CPL can hide poor qualification.
Without a control group, you can't tell what the sequence caused from what would have happened anyway.
CRM converts too, it doesn't only retain.

Do it yourself

Before launching a sequence, set aside part of your base as a control group, between 10% and 20%, and leave it untouched. CRM tools usually offer this natively, with no development needed.
Compare final conversion across the two groups, not opens or clicks.
Run short cycles of about two weeks, if your lead volume allows a statistically sound read.