Orbit SaaS

Orbit was spending $40k/month on paid acquisition into a funnel that converted at 1.2%. Their analytics were broken — events were firing inconsistently, attribution was unreliable, and the team was making decisions based on data they couldn't trust.

The SEO strategy was producing pageviews but not pipeline. High-volume keywords, low-intent visitors. The content team was working hard but optimising for the wrong metrics.

Week one was entirely analytics. We audited every tracking implementation, rebuilt the event taxonomy from scratch, and set up a clean attribution model that could distinguish between organic, paid, and referral traffic at the user level.

With clean data, we ran a full funnel audit — mapping every step from first touch to activation and identifying the three biggest drop-off points. These became the first three experiments.

We rebuilt the onboarding flow around a single activation milestone — the moment users first experienced Orbit's core value. Time-to-activation dropped from 4 days to 6 hours. Trial-to-paid conversion went from 8% to 21%.

The SEO strategy shifted from volume to intent — targeting bottom-of-funnel keywords with dedicated landing pages built to convert. Organic pipeline grew 3.4× in 90 days.

We set up a full lifecycle email system — 14 behavioural triggers, 6 re-engagement sequences, and a churn prediction model that flagged at-risk accounts 14 days before they cancelled.