How to Boost Service Conversion Rates with a Tailored Funnel Model

Background

In a highly competitive market, conversion rate is a crucial metric for business survival. By deeply understanding user needs, optimizing experience, precisely targeting marketing, and leveraging data analysis, companies can clarify the whole conversion chain and drive higher product conversion rates.

Define Data Goals

Before analyzing the funnel, it is essential to identify meaningful data points early in the project, not after launch. Funnel analysis aims to improve the final conversion, not just intermediate steps; if users do not complete a lead or purchase, earlier high rates are irrelevant.

Analyze User Journey

Improving conversion requires uncovering users' true motivations, concerns, and triggers. The consumer decision model (need confirmation, information search, evaluation, purchase decision, post‑purchase) and the AISAS model (Attract, Interest, Search, Action, Support) share overlapping stages that guide optimization.

Conversion Funnel Model Creation

Combining the two models yields a complete user conversion chain: attract attention, spark interest, collect information, evaluate and compare, and finally purchase. This model provides a clear blueprint for all subsequent planning and actions.

Key Steps

1) Attract Attention (Traffic Entry)

The entry points—homepage, category pages, half‑screen lists, search—are the funnel’s start. Optimizing hierarchy and reducing heavy‑handed promotional cues improves click quality.

a. Half‑screen Entry – Hierarchy Optimization

Testing showed that weakening overt operational styles and emphasizing brand assurance increased clicks and reduced user fatigue.

b. Half‑screen Entry – Brand Assurance Transmission

Removing low‑performing categories and highlighting high‑interest services (e.g., maternity nannies) while showcasing brand guarantees boosted trust and click rates.

2) Spark Interest, Collect Information, Evaluate (Lead Detail Page)

The lead detail page carries these three stages. Simplifying the first screen, removing distracting information, and highlighting a "consult price" button streamlined the user path.

a. Maternity Nanny Detail – Path Optimization

By reducing content overload, linking location to the submit button, hiding detailed prices, and fixing the bottom action button, conversion improved by 7 percentage points, confirming the positive impact of brand assurance.

3) Purchase (After Lead Submission)

After a lead is submitted, users await broker contact. Clarifying the submission success status and providing a progress view reduces confusion and enhances the post‑submission experience.