Studio concepts/Growth & commerce

SignalCart Journey

One customer journey drawn end to end: ad, landing page, follow-up email, product, checkout and the dashboard that measures it.

Studio conceptIllustrative data

A fictional brief designed by the studio to show the work. It is not a client project and makes no claims about results.

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01The brief

Campaigns, pages and emails, designed as one journey.

SignalCart is an imagined shop selling refillable home goods. Its ads, landing page and emails were written by different people and nobody could say where customers dropped off. The brief: design the journey as one thing, and instrument it so each step can be measured.

02The journey

Ad → landing → email → product → checkout.

Step through the journey. Each screen keeps the same promise the previous one made.

03Events & attribution

Name every step before measuring it.

The event taxonomy behind the dashboard, and the decision each number is meant to inform.

Event	Step	Properties	Answers
ad_click	Ad	variant, placement	Which promise brings people in?
landing_view	Landing	variant, source	Does the page keep the ad's promise?
add_to_basket	Product	product, price	Is the offer clear enough to try?
checkout_started	Checkout	basket_value	Do delivery costs scare people off?
purchase	Checkout	order_value, first_order	What did the journey produce?
reminder_email_click	Email	hours_since_basket	Does the reminder bring people back?

Decision tree

Clicks high, add-to-basket low?
→ The landing page isn't keeping the ad's promise. Fix the page before spending more.
Checkout started, few purchases?
→ Check delivery cost and payment options first.
Reminder clicks but no return?
→ The saved basket may be broken on mobile. Test it.

04Dashboard

Sample numbers, adjustable assumptions.

Change the assumptions and the funnel recalculates. Every value is illustrative arithmetic, not a forecast and not anyone's real performance.

Sample assumptions

Monthly visits · 8,000Add-to-basket rate · 6%Checkout completion · 45%

Ad variant

Funnel · one month Illustrative data

Visits8,000
Add to basket480
Checkout started336
Orders151

Biggest drop in this sample: before “Add to basket” — 94% of people (7,520) leave at that step.

Arithmetic on the sliders, not a forecast. Checkout-start is fixed at 70% of baskets for the sample.

What this demo shows

What's simulated

All figures are sample data computed from the assumptions you set. No ad account, email platform or store is connected, and no email is sent.

Disciplines it demonstrates

Digital Marketing — Ad variants and landing strategy
Sales Funnels — Landing → checkout → follow-up journey
Analytics, Growth & Strategy — Sample dashboard, event taxonomy and decision tree

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