Wealth · Women-and-investing · CPL optimization

Three sprints to halve cost per lead.

A Citi D10X concept for women-and-investing with a FOMO and social wedge. Three sprints of optimization brought cost per lead from $82 to $45, a near-halving on the same audience and value proposition.

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Project at a glance.

Sub-project	Otium
Timeline	May to July 2018 (three sprints)
CPL trajectory	$82 → $45
Outcome	Validated; CPL halved

Approach.

Three sprints of in-market demand testing, each refining the audience targeting, the creative, and the landing-page funnel based on the prior sprint's read. The discipline was tightening the funnel without changing the underlying value proposition, isolating which CPL-driving variables were most leveraged.

Outcome.

CPL halved across three sprints, from $82 to $45 on the same audience and value proposition.
Funnel optimization mapped, the variables that moved CPL most documented for downstream reuse.

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