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Strategy · Funnel · Passion.io

Brought higher-intent subscribers into the Passion.io funnel by mapping the curiosity-to-intent shift at every stage

The funnel was bleeding curious browsers who never converted into qualified buyers. I built a stage-by-stage framework that named what to detect, what to trigger, and what to change in copy, design, and strategy at each step from cold ad click through post-purchase.

5 awareness stages mapped · curiosity-to-intent triggers in copy, design, and strategy at every step.

The problem

The funnel was producing high traffic and decent opt-ins, but the deeper conversions kept stalling. Webinar registrants who did not show up. Webinar attendees who clicked through but did not buy. Sales-page visitors who hovered on pricing and bounced.

Pure curiosity was being treated like buying intent across the funnel. The two are not the same. Someone reading because they are interested needs different copy, design, and strategy than someone who is ready to act. We were treating both groups the same and losing the deeper-intent buyers because the messaging never gave them what they needed to commit.

The framework I built

Two layers. The first mapped every funnel step (ad click, landing page, opt-in, webinar registration, webinar watch, checkout, upsell, post-purchase) against three columns: how to spot pure curiosity, what to improve in copy, and what to improve in design and strategy.

The second mapped the customer journey by awareness stage (Unaware, Problem-Aware, Solution-Aware, Product-Aware, Most Aware) against the curiosity-vs-intent balance at each stage and the specific tactics to convert curiosity into commitment.

CURIOSITY INTENT Unaware Pattern interrupt Problem-aware Cost-of-inaction Solution-aware Mechanism reveal Product-aware Identity alignment Most aware Lock the deal Detect Short visit, zero engagement Hover on pain, no CTA click Scroll through solution, no signup Hovers on pricing, FAQ checks Mouse freeze near CTAs Trigger Pattern-interrupt headlines Cost-of-inaction stories Unique mechanism, 3-step reveal Identity-aligned audience copy Low-friction signup, lock-in CTAs Each stage detects curiosity, then triggers the move that converts it to intent Output: high-intent subscribers entering the deeper funnel, not just opt-ins Curiosity is being interested. Intent is being ready to act. The framework names which one a visitor is in, then moves them across the line.

The five-stage curiosity-to-intent map. At every stage the question is the same: is the visitor here out of curiosity, or are they ready to act? The answer determines the move.

Specific moves that came out of it

  • Ad to landing page. Reframed ad copy to lead with outcome, not just an open loop. Hero image on the landing page had to deliver the visual payoff the ad promised, not tease it again.
  • Opt-in form. Form headers shifted from "Sign up" to "Get [desired result]." Extra fields removed. Built desire before the opt-in instead of after, with a mini case study or testimonial above the form.
  • Webinar registration to attendance. Pre-frame sequence promised exactly what the registrant would win by attending, with countdowns and attendee social proof on the registration page.
  • Webinar watch. Opening 90 seconds reframed to "what's in it for you," then visual changes every 10-15 seconds to retain attention. Payoff promised early, stakes anchored.
  • Checkout. Headline shifted from "Complete purchase" to "Claim my transformation now." Distractions removed. Pre-framed price and guarantee before the checkout page so there were no surprises.
  • Post-purchase. Onboarding emails reaffirmed the transformation and future-paced the next outcomes. Friendly milestone design tied to behavioral cues from product use.

Why this counts as product marketing work

Funnel optimization is usually treated as growth or paid media work. The framework above sits earlier than that. It defines what the messaging needs to do at every stage based on where the visitor's mind is, not where the funnel says they are. That is a positioning and product marketing job, not a paid media one. The output rolled into copy, design, and strategy decisions across the team.

Product line
Passion.io platform
My role
Built the framework end to end. Mapped the stages, named the detection signals, and specified the triggers
Output
Funnel-stage and awareness-stage matrices that informed copy, design, and strategy across the team
Impact
Higher-intent subscribers entering the deeper funnel, not just front-of-funnel opt-ins

Tired of a funnel that produces opens but not buyers?

Book a call

Or reach me at muddassir@abdurrub.com