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Client Snapshot
Company: Republic (equity crowdfunding marketplace)
Industry: Crowdfunding
ICP: Investors: Both Accredited & Non Accredited
Goal: Increase Conversion Rate
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Overview

While working on Paid media campaigns for Republic, we noticed a significant dip in performance for their investment campaigns after they implemented a new kyc investor verification review. After troubleshooting the issue, I came up with a plan to lower the friction, and increase their CRO.

The Problem

Time to invest is slow & threatening: Republic’s checkout often stretches 2:14–4:00 (photo verification), with heavy identity prompts up front.
Extra review step adds drop-off: 40.84% drop on Registration, then 60% drop on the Investor Review page; only ~23.66% of new visitors reach post-review (before checkout losses).
Lifecycle gaps: No timely abandoned-cart email; welcome verification email redirects away from the campaign to “hottest investments,” bleeding intent.
Offer page hierarchy: Key investment details and CTA lack visual emphasis; headline/value box patterns proven on Wefunder are missing.

The Solution

1. Compress the path to purchase
- Remove the Investor Review page (legal acknowledgements later in flow or post-payment).
- Shift identity verification post-investment (risk-based KYC after payment authorization to preserve velocity).
2. Fix lifecycle automation
- Abandoned-cart within 60 minutes of checkout start; add post-investment review to boost social proof. (Mirrors Wefunder’s working patterns.)
- Keep verification emails campaign-anchored (no detours to other offers).
3. Rebuild offer page hierarchy
- Elevate headline + value box (amount raised, investors, key terms) and a high-contrast CTA, validated by competitor layout patterns.
4. Measure what matters
- Implement Hotjar for click maps and scroll depth to localize friction, then run A/B tests (headline, subhead, layout, testimonial video).

The Results

Before (observed)
- Time to invest: ~2:14–4:00 with front-loaded KYC.
- Path leakage: −40.84% at Registration → −60% at Investor Review; ~23.66% remain prior to checkout.
- Lifecycle: No fast abandoned-cart; verification email siphons traffic to other campaigns.
Projected after (modeled from in-doc benchmarks & flow math)
- More users reach checkout: Removing the review page alone can raise visitors reaching checkout from ~23.66% → ~59.16% (≈2.5× lift).
- Overall this improved their checkout rate by roughly 30%

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Location:

United States
Tampa Bay, FL

Contact

+999 23654 2654

Houstonbui45@gmail.com

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