Where were applications lost on the B2B website?

The client had a B2B website with application forms, but some leads were being lost after submitting the form and never making it to sales.

Any changes to the structure or CTA raised concerns that conversion would decline.

I analyzed the user journey from the page to the application and then to the lead being processed to understand where exactly the lead was being lost and what could be safely changed.

As a result, it became clear at what stage applications were being dropped, which elements of the funnel needed improvement, and which should not be touched.