Redesigning a Sales System That Tripled Conversions
Case Study:
After an operations reorganization, the business kept using a sales system designed for a team it no longer had. They came to us to improve trial-to-customer conversion without increasing lead volume or hiring additional sales staff.
Executive Summary
Conversion Rate
From 20–25% to 60%
Timeline
6 weeks
Business Model
Subscription-based service business
Business Goal
More sales w/o increasing lead volume
Client Snapshot
Industry: Subscription-based service business
Growth stage: Scaling
Traffic source: Organic
The challenge
Conversion rates were hovering at 20–25% in their last 24 months.
While this was technically “industry standard,” the brand wasn’t experiencing the growth they wanted.
Key issues:
Staffing structure had changed but the sales system hadn’t
New client feedback surveys showed prospects were confused during the trial
In a saturated market, the brand was differentiated but their offer wasn’t
Sales, coaching, and customer service weren’t operating from the same system
Sales rep commissions were tired to a promotion that was no longer sustainable for the business
This wasn’t just a copy tweak or a “close harder” issue.
The existing sales process was designed for a staffing model that no longer existed. Improving conversion sustainably required rethinking the entire system, not isolated tactics.
That meant addressing:
The offer itself
Lead capture experience
First impression experience
Sales handoff
Conversion mechanics
Onboarding clarity
Sales commissions
We redesigned the intro offer, marketing, sales pipeline, and onboarding experience into one cohesive system.
Implementation included:
The solution
Created a magnetic intro offer that attracted qualified leads and disqualified tire-kickers
Rebuilt the sales pipeline to align with the current staffing structure
Introduced premium pricing while preserving sales commissions
Rebranded and repositioned the offer as a differentiated experience, not a commodity
Streamlined onboarding to reduce confusion and drop-off
Trained sales and product staff using content and live role-playing
Built cross-department dashboards for real-time visual insight
Installed a weekly accountability system across marketing, sales, and customer service
How we did it
1. Start With the Math
We analyzed the previous 6 months of data:
Trial-to-conversion rates
Lead volume
Capacity constraints
We modeled scenarios:
If conversion doubled, how many leads were required to maintain baseline?
What was needed to grow membership without increasing spend?
2. Beta Test a Minimum Viable System
Instead of a full scale redesign before rolling it out, we launched a beta version of the new offer that was “good enough to test” and put real prospects through the experience.
This allowed us to test our assumptions and build things that prospects actually cared about.
3. Multi-Stakeholder Feedback Loop
We conducted feedback interviews across every touchpoint:
Prospects
Marketing
Sales
Coaching staff
Customer service
Key questions:
What worked?
What felt clunky?
4. Iterate, Re-Test, Repeat
We implemented changes, ran a second beta, and repeated the process.
All meetings were recorded, transcribed, and analyzed using AI to:
Identify patterns
Surface improvement opportunities
Extract testimonial language for marketing
The results: from 20% to 60% conversion
Added more new customers than previous time period
Eliminated confusion in new member feedback surveys
Created stronger alignment across teams
Added a new revenue stream
Deliverables
1. Naming & offer branding
2. New landing page
3. Website CTA optimization & HubSpot funnel design
4. Custom dashboards for instant visual insight
5. Sales rep accountability system
6. Newsletter and social announcement creative
7. Sales commission strategy
What would closing 3X more leads do for your business?
If your conversion rates are “fine,” but your gut says you could be doing better, this is the work we do.