B2C Project Pitch: High-Velocity Conversion Audit & Optimization

Project Title: Customer Journey Micro-Conversion Audit & Technical Implementation Sprint

Purpose: To complement the B2B focus on Lead Intelligence (long-term pipeline) by delivering Immediate Revenue Intelligence (short-term conversion) through the precise tracking and analysis of B2C customer flow. This 8-week project will implement advanced GTM tracking solutions to diagnose and propose fixes for the highest-impact friction points in the core customer funnel, directly increasing conversion rate and short-term revenue.

Context: The B2C environment is characterized by high-volume traffic and rapid, impulsive decision-making. Revenue gains are found in fixing small points of friction (micro-conversions) that cause large drop-offs. We need to go beyond simple page views to ensure our measurement foundation is robust, compliant, and captures the necessary detail in complex Single-Page Applications (SPAs).

8-Week Project Plan: The Friction-to-Revenue Sprint

Phase 1: Advanced Measurement Foundation & Audit (Weeks 1-4)

The goal is to eliminate reliance on broad metrics and establish a robust, compliant, and highly detailed tracking infrastructure.

Week 1: Funnel Audit & Hypothesis

• Key Activity: Audit the existing GA4 configuration and technical implementation across the core B2C funnel (Product $\rightarrow$ Cart $\rightarrow$ Checkout). Formulate 3-5 hypotheses about the biggest drop-off causes.

• Deliverable: Comprehensive Funnel Friction Map.

Week 2: Technical Instrumentation Blueprint

• Key Activity: Define 5-8 critical micro-conversion events. Develop the technical plan for advanced GTM setup, including the 15-in-1 E-commerce Trigger with Reload Filter, SPA Virtual Pageview tracking, and a plan for integrating dynamic consent.

• Deliverable: Finalized Advanced Tracking and Measurement Plan (GTM/GA4).

Week 3: Implementation & QA

• Key Activity: Implement the new micro-conversion events and the complex GTM triggers. Focus on ensuring the setup is robust for Single-Page Applications (SPA) and performs dynamic testing of the consent form integration.

• Deliverable: QA Report confirming 100% accuracy and compliance for all new events.

Week 4: Baseline Reporting

• Key Activity: Build a dedicated Looker Studio dashboard that visualizes the new micro-conversion rates alongside the primary funnel steps, establishing the current performance baseline.

• Deliverable: Live "Conversion Friction Dashboard" & Initial SPA Tracking Validation.

Phase 2: Data Analysis, Insight, and Optimization Strategy (Weeks 5-8)

The goal is to transform the newly instrumented data into a prioritized, actionable optimization plan ready for A/B testing.

Week 5: Path Analysis & Segmentation

• Key Activity: Analyze granular customer paths and sequences captured by the new events. Segment the data by key B2C dimensions (Mobile vs. Desktop, New vs. Returning) to isolate high-value user behavior and the specific points where they exhibit the most friction.

• Deliverable: "Top 3 High-Impact Friction Points" Analysis Report.

Week 6: Correlation & Root Cause

• Key Activity: Statistically correlate micro-conversion drop-offs with overall success metrics. Use available data (e.g., event parameters, session recordings) to suggest the root cause of the friction.

• Deliverable: Insights Presentation: Identifying the single largest barrier to conversion.

Week 7: A/B Test Strategy

• Key Activity: Develop 3 clear, testable A/B hypotheses and detailed measurement specifications targeting the highest-impact friction point identified in Week 6. This includes defining goals, metrics, duration, and providing the exact GTM events needed to track success.

• Deliverable: Documented A/B Testing Plan (Measurement-Ready Blueprint).

Week 8: Handoff & Final Pitch

• Key Activity: Package the entire project, providing documentation on the new advanced GTM/GA4 setup, the data dictionary, and presenting the final business case for the proposed optimization.

• Deliverable: Final "Friction-to-Revenue" Strategy Proposal, confirming the project scope and suggesting next steps for execution.

Internship Value Proposition:

This project delivers tangible, data-driven revenue opportunities within 8 weeks and provides the business with a significantly upgraded and compliant technical measurement foundation. The intern gains hands-on experience in advanced GTM/GA4 implementation, quantitative analysis, A/B test measurement design, and high-impact business reporting—a complete cycle of web analytics value creation.