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Assessment funnel and email nurture

Feel Safe Daily

70% of people who started the assessment finished it

The Scope

Built a conversion-focused funnel and ScoreApp assessment for Feel Safe Daily, a safety awareness brand. The goal was to move visitors from curiosity to action in under five minutes, with empathy, clarity, and a clear reason to act.

“She's become invaluable, efficient, ahead of schedule and to a level of excellence, all rare commodities in today's world.”
Tony Cohen · Feel Safe Daily

August Results

  • 261 visitors, 113 started the assessment (43%), and 79 finished
  • 70% completion rate among those who started
  • Lead flow peaked at 9 to 10 leads a day mid-month, after the launch push
  • Nurture emails averaged 45 to 52% open rates, with some above 70%
  • Most emails drew 1 to 3% click rates, with the strongest reaching 14%
  • Storytelling subject lines ("Sara froze. Until this happened.") pulled the best opens

What Worked

  • The headline asked a direct, relevant question: "How Safe Are Your Daily Habits?"
  • The promise was immediately clear: "Answer 14 questions, get a personalized report."
  • Benefit-led bullets created fast buy-in.
  • The copy balanced concern with confidence: "feel more in control, not more afraid."
  • A "Who is this for?" section built trust quickly by speaking to specific people.

What I Learned

  • Drop-off was tied to open-text questions. They took about 90 seconds to answer, compared with 6 to 22 seconds for the others. That was too much effort to ask.
  • The personalized report needed stronger visual framing to feel as valuable as it was.
  • The nurture emails did well on opens, but the click rates showed room to make the calls to action clearer and easier to find.
  • Respondents worried most about driving, parking lots, and walking alone at night. That's a useful insight for future messaging.

Recommendations for Phase Two

  • Add testimonials from women who've used the report.
  • Show a visual preview of the personalized report.
  • Add sticky and inline call-to-action buttons.
  • Shorten or reframe the open-text questions.
  • Use the parking lot and night-walking insights in subject lines and ad copy.

Result

In its first month, the funnel turned curious visitors into engaged leads, and the email nurture warmed them up through storytelling. It's proven, it's performing, and it has a clear plan to grow through optimization and trust-building.