Case study · Conversion optimization
Helping an aviation parts platform carry users from signup to first real value
Signing up was never the goal, reaching a first meaningful result was. The work used known context and observed behavior to make each step more relevant: the entry experience, guided setup, the first meaningful value, and the reason to return.
- Known context
- Relevant setup
- First value ✓
- Continued use ✓
Engagement snapshot
- Business model
- B2B marketplace and SaaS platform
- Industry
- B2B SaaS
- Work performed
- Worked directly with the CEO and technology team on marketing-program guidance, website and positioning improvements, custom landing pages, and connecting marketing to the actual product onboarding and post-signup experience.
- Observed outcome
- Observed improvements in lead generation, sales support, user onboarding, the post-signup experience, continued product use, and a reduction in users quitting before reaching value.
- Capabilities
- Experimentation
What informed the work
This engagement predates a formal artifact archive; the account here is grounded in the work itself, not preserved analytics or research files.
- The marketing site and landing pages
- The signup and onboarding flow
- The post-signup product experience
Direct work with the platform’s leadership and team.
From first impression to habitual use, the full span of the work
- STAGE 1Positioning
- STAGE 2Paid acquisition
- STAGE 3Landing pages
- STAGE 4Analytics
- STAGE 5Lead generation
- STAGE 6Signup
- STAGE 7Onboarding
- STAGE 8Product adoption
Every onboarding decision serves one path
The highlighted step is the destination the whole path is designed around, the moment the platform proves the marketing promise.
- Signup
- Role selection
- Configure need or inventory
- First search or listing
- Relevant match or inquiry
- First meaningful value
- Continued use
Two audiences, one platform
Buyers and sellers want opposite things. Naming the path first makes the whole page feel written for the visitor.
For buyers
- Search by part number, category, or aircraft family
- Saved searches that notify you on new matches
- Documentation status visible before you inquire
For sellers
- List inventory once, matched to real buyer need
- Inquiries routed to the right contact
- Clear condition and documentation fields build trust
Recon 1 of 4
Context-aware entry experience
A marketing and product entry page for buyers and sellers. It states what the platform does, splits into role-specific value, shows how documentation and status reduce uncertainty before you inquire, and offers clear next steps for each role.
Source the part. Trust the paperwork.
A sourcing marketplace where every listing carries its condition and documentation status, so buyers and sellers can move from search to a qualified inquiry without the guesswork.
- Search precisely, by part number, category, description, or aircraft family
- Review documentation before you reach out
- Inquire with context, routed to the right contact
Recon 2 of 4
Search & sourcing workspace
The working application where a buyer searches for a part, filters by condition and documentation status, scans detailed result records, saves the search, and sends an inquiry. A shortlist gathers candidates to compare; the empty state guides the next step.
- AX-2047-C · Hydraulic actuator assembly, regional jet family · Serviceable · Records available
- AX-3310-B · Actuator, overhauled unit with service tag · Records available
- AX-1189-A · Actuator core, as-removed for exchange · Verification required
Guided setup that ends in first value
A sequential onboarding flow. The user picks a role, which shapes the setup step; a progress indicator shows completed and remaining steps; and the flow ends in a first-value screen with a real result and a clear next action rather than an empty dashboard.
How will you use the platform? Buyer (I need to source parts) · Seller (I have inventory or services to list) · Broker/intermediary · Operations user.
Tell us what you source: aircraft/fleet type, part categories, notification preference. Documentation status language only, never the word Certification.
First value, end of setup: a saved search matched a part (AX-2047-C · Serviceable · Records available). Recommended next action: review the match, then send a qualified inquiry.
Welcome back: new matches on saved searches, open inquiries and their status (seller responded / awaiting seller), recent activity, recommended next action.
Guided setup vs. the prior experience
The experience problem before the work
- Long setup with no role selection
- No progress feedback during configuration
- Empty dashboard, unclear first action
The improved experience
- Role selection first, shaping everything after
- Guided setup with a visible progress indicator
- First meaningful result waiting, plus a next step
Outcome directions only. No experiment results are published for this engagement.
Observed qualitative outcome
Turning a Specialized Aviation Marketplace Into One Continuous Journey
Observed improvements in lead generation, sales support, user onboarding, the post-signup experience, continued product use, and a reduction in users quitting before reaching value.
How we would apply AI today
Today, AI would accelerate the experimentation work behind this engagement: synthesizing evidence about the lifecycle pattern faster, drafting audience-specific page and message variants for review, and learning from what visitors actually do so the next iteration is better-informed. Expert judgment still decides what to test and what the evidence actually means; AI speeds up the work, it doesn’t replace the decision.
Who this fits
This may be familiar if:
- marketing wins the signup but onboarding loses the user
- the product’s first useful result is too hard to reach
Winning signups that never become active users?
Let’s look at what happens between your marketing promise and your product’s first proof.
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