Overview
Squarespace wanted to understand where users were dropping during onboarding and template selection. Rainmaker Funnels provided detailed, granular insights into user actions across their signup flow.
The problem
Despite strong traffic, many users abandoned the process before publishing a website. Legacy tools lacked the depth to show where users got stuck. The growth team knew that users were dropping off during onboarding, but could not pinpoint exactly which steps were causing frustration. Without granular funnel analytics, it was impossible to identify whether the issue was template selection, domain setup, payment processing, or content creation. This lack of visibility prevented the team from making targeted improvements that would have the biggest impact on conversion rates.
Growth Lead, Squarespace
Rainmaker helped us identify friction we did not even know existed. The detailed funnel analytics revealed drop-off points we had never considered, enabling us to make targeted improvements that significantly increased our conversion rates. The insights were actionable from day one.
The solution
Rainmaker Funnels tracked every interaction, from template selection to domain setup, showing exactly where users dropped and why. The platform integrated seamlessly with Squarespace's existing analytics infrastructure, capturing detailed event data at every step of the user journey. Custom funnels were configured for different user segments, allowing the team to understand how behavior varied between first-time users, returning visitors, and different traffic sources. Advanced filtering capabilities enabled deep dives into specific cohorts, revealing patterns that were not visible in aggregate metrics.
Product Manager, Squarespace
The level of detail in these funnels is unmatched. We can see exactly where users hesitate, which steps cause confusion, and how different segments behave. This granular visibility has transformed our ability to optimize the user experience.
The result
After optimization, Squarespace reduced bounce rates and increased successful site launches across new users. The detailed funnel analytics enabled the team to make targeted improvements to specific steps in the onboarding process, resulting in measurable conversion improvements. By addressing friction points that were previously invisible, Squarespace improved the user experience and increased the percentage of visitors who successfully published their first website. The data-driven approach to optimization replaced guesswork with evidence-based decisions, leading to more effective product iterations.
Director of Product, Squarespace
These insights directly contributed to higher user activation. We have seen significant improvements in conversion rates since implementing Rainmaker, and the funnel analytics have become essential to how we prioritize product improvements. The impact on our business metrics has been substantial.
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