Conversion Optimization for a Skincare Brand's LINE Automation Funnel

Project Overview

Optimized a skincare brand’s LINE automation campaign by improving CTA clarity, visual hierarchy, and user flow.

This project demonstrates:

  • Conversion optimization

  • Funnel analysis

  • CTA design

  • User behavior insights

  • Strategic content improvement

  • Cross-functional communication

Result: Conversion rate improved from 9% → 14%.

Challenge

The initial touchpoints — web banner + DM image — failed to motivate users to tap, causing a significant drop-off at the very first step.

Objective

Improve both:

  • Inflow rate from the web banner → Increase the funnel’s mother volume

  • Click-through rate from DM images → Boost LP visits → Improve downstream CVR

The goal was to strengthen the top of the funnel, ensuring higher-quality users enter the journey.

Strategic Insight

Analysis revealed three core issues:

  1. CTAs required logical thinking instead of instinctive action

    → Users do not “read and decide.” They tap when the CTA is easy + binary.

  2. Visual tone did not align with the brand’s premium skincare identity

    → Lack of trust reduced willingness to continue.

  3. DM content had high cognitive load

    → Dense text + unclear hierarchy caused friction and drop-offs.

Improving instinctive behavior, visual trust, and readability became the strategic foundation.

Strategy

To address these issues, the approach focused on:

  1. Binary-choice CTAs to trigger instinctive taps

    A “Which one are you?” style CTA with two buttons reduces decision-making burden and drives immediate interaction.

  2. Skimmable message flow to reduce cognitive load

    Structured emoji usage + concise copy makes key information understandable in 1–2 seconds.

  3. CTA hierarchy redesign

    Ensured the primary action stands out visually and behaviorally.

Execution

  • Recreated the web banner using two-button CTA design

  • Redesigned DM images with improved CTA clarity and brand alignment

  • Adjusted copywriting to highlight offers in the “first glance zone”

  • Structured DM messages for skimmability

  • Communicated rationale and proposed improvements to internal teams

  • Iterated based on stakeholder feedback

Results

  • CVR increased from 9% → 14%

  • Higher LINE account inflow volume

  • Improved user motivation with instinctive CTA design

  • Reduced drop-offs at top of funnel

  • Messages became easier and faster to understand

Learnings

  • The entrance of the funnel has the largest impact on downstream metrics

  • CTAs must trigger instinctive behavior, not cognitive effort

  • Skimmability dramatically reduces user friction

  • Visual alignment with brand identity increases trust and engagement

  • Data + design thinking together produce stronger results