Case 07 / Metric-supported diagnosis

Diagnosing Quote Drop-Off and Cleaning the CRM Signal

Bad form behaviour does two kinds of damage: it loses buyers and makes the reporting look healthier than it is.

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Client: Global leading height access platform manufacturer
Sector: B2B industrial e-commerce and lead generation
Capability: Conversion optimisation, form QA, CRM data integrity
Evidence: Metric-supported diagnosis

Platforms & tools

WordPress Quote journey
HubSpot CRM reconciliation

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Evidence note: Results retain the supplied evidence label and reporting context. Attributed or estimated results describe the available record, not an unsupported claim of causation.

The Challenge

Customers were reaching the quote stage but not always completing it. In some cases the site displayed an error even though HubSpot had received the submission, prompting the buyer to submit again. That created duplicate CRM records, confused conversion reporting and made it harder to separate a genuine demand problem from a technical experience problem.

What I Did

I audited the transaction path across WordPress, HubSpot and analytics. I stripped out test and duplicate records, compared valid website submissions with valid CRM submissions, and reviewed the points where buyers moved to the contact form or direct email instead. I then translated the findings into a simpler quote-page design and a controlled trial plan across Australia and the United States.

How I Did It

01: Reconciled source systems rather than trusting the headline count in either platform.
02: Separated technical errors, repeated submissions and true abandonment.
03: Specified a safe-buffer approach to prevent a successful CRM submission being repeated.
04: Reduced the quote journey to a clearer one-page view of cart contents and essential contact fields.

The Result

The audit reconciled 165 valid, non-test submissions between WordPress and HubSpot and isolated the duplicate-record problem. The team gained an accurate baseline, a defined integration fix and a one-to-two-week test plan for the new quote experience. That protected both the customer journey and the integrity of the dashboard used to make sales and marketing decisions.

Why It Matters

I treat tracking quality as part of conversion optimisation. If the signal is dirty, the team cannot know which experience to fix.

★★★★★ 5.0 Average from 5 Google reviews

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David Patrick O’Riordan, RSGx Google review

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Next step

Apply the learning to your customer journey

Seeing form drop-off, duplicate leads or mismatched platform totals? I can trace the journey, clean the evidence and define the next test.

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