Simplified Signup Boosts Conversions

Thrive Market simplified their conversion funnel which led to significant improvements in their influencer marketing performance. Here's the breakdown of their acquisition strategy and improvements.

Original Funnel Problems

• 40-50 minute signup process was too long for mobile users
• Low conversion rates on Instagram due to complex trial signup
• Attribution issues with users finding via Instagram but converting later
• Significant funnel drop-off due to complexity

Funnel Optimization

• Simplified to direct membership signup
• Added monthly and annual membership options
• Removed trial signup requirement
• Result: 50% improvement in last-click contributed CPA for influencer channel

Marketing Channel Hierarchy

1. Influencer Marketing (largest channel)

   • Strong partnerships with 400+ influencers
   • Most joined before first dollar in sales
   • First major influencers were in Paleo space
   • Wellness Mama became biggest influencer partner

2. Facebook/Paid Social

   • Works well in combination with influencer content
   • Used for top of funnel awareness
   • Recently increased investment in past 6-9 months
   • Performs better with simplified funnel

3. Paid Search

   • Split between branded and non-branded terms
   • Branded search has ~$10 CPA
   • Non-branded search has ~$200 CPA
   • Previously overemphasized due to last-click attribution

Key Marketing Insights

• Multiple touchpoints contribute to conversion
• Channel performance improves when working together
• Must separate branded vs non-branded search metrics
• Last-click attribution can be misleading for channel evaluation
• Mobile-first approach critical for Instagram-heavy strategy