Conversion Optimization for a Skincare Brand's LINE Automation Funnel

The Challenge and Context

I worked on improving a skincare brand’s LINE automation campaign. The initial funnel was significantly hampered by two key conversion bottlenecks:

  • Low inflow rate from the web banner to the LINE account.

  • Low click-through from the DM images to the client’s landing page (LP).

These two points of user friction suppressed the overall conversion rate and limited the impact of downstream efforts.

→ These two bottlenecks suppressed the overall conversion rate.

Objective

My primary objective was to simultaneously increase both the LINE inflow rate (expanding the base volume) and the LP click-through rate (directly impacting the final conversion rate). This required optimizing the web banner CTA, the DM image CTA, and the overall message readability.

Role & Responsibilities

My role involved leading the analytical diagnosis and creative execution for the funnel optimization:

  • Analyzed user drop-off points across the entire LINE funnel.

  • Identified core conversion issues within the existing visuals and CTA structure.

  • Redesigned the web banner concept and recreated DM-attached images to align with the brand tone.

  • Rewrote the message structure, emphasizing stronger visual hierarchy.

  • Proposed the improvement logic and rationale to both the internal team and client.

  • Conducted iterative optimization based on feedback.

Process: Diagnosis and Execution

Step 1 — Diagnosing Conversion Bottlenecks

From the data, I identified two main issues:

  • The initial web banner did not motivate users to tap through

  • The DM image CTA was weak and lacked clarity in directing users to the LP

Both of these suppressed the entire funnel’s performance because inflow volume = the foundation of all later conversions.

Step 2 — Hypothesis Building

I formed three core hypotheses:

  • The web banner CTA must trigger instinctive tapping behavior, not require logical processing.

    → To achieve this, a forced binary choice format would prompt users to tap immediately.

  • Both the web banner and DM visuals must align with the premium skincare brand’s tone

    → A cohesive and trustworthy aesthetic would reduce hesitation and increase action.

  • For DMs, strategic emoji usage could reduce cognitive load

    → By visually highlighting key information, users can grasp essential points at a glance and move more quickly to the CTA.

Step 3 — Web Banner Redesign (Critical Improvement)

  • Change: I converted the passive banner into a highly engaging “Which one are you?” style question format. I added two clear selection buttons to instantly trigger the tapping instinct.

  • Impact: Increasing the inflow rate expands the base volume of the entire funnel, significantly amplifying the effect of all subsequent improvements. This change was expected to drive stronger engagement and higher quality user inflow.

Step 4 — DM Image Optimization

  • Before: The images suffered from a weak CTA, dense copy, low visual hierarchy, and a generic image inconsistent with the brand tone.

  • After: I replaced the weak CTA with a tappable-style button visual. I emphasized the key message in the “first glance zone,” rebalanced emoji usage, and redesigned the image to perfectly match the brand’s visual identity.

  • Purpose: The goal was to improve the LP click-through rate by making the action simple, visible, and emotionally aligned with the premium brand.

Step 5 — Message Optimization & Team Collaboration

I reduced user reading friction by highlighting important information with structured emoji usage and removing unnecessary text, ensuring the message flow was skimmable. I clearly communicated the design rationale to client and collaborated with the cross-functional team, iterating on the visual direction based on brand guidelines.

Results

The strategic optimization successfully yielded a major lift in performance:

  • Conversion improved from 9% to 14%.

  • Achieved a higher inflow volume to the LINE account.

  • Increased CTA clarity directly improved the click-through rate to the LP.

  • User friction was significantly reduced at the top of the funnel.

Strategic Learnings

This project validated key principles for conversion-focused design:

  • The CTA must tap into instinctive user behavior rather than relying on logical reading.

  • The entrance of the funnel (inflow rate) has the largest global impact on overall success.

  • Clear visual and textual hierarchy determine whether users take action.

  • Consistency with brand identity enhances both trust and conversion.