The situation
NextMinute is a B2B SaaS. The product was strong. The campaigns were working. Visitors were landing on the website.
47% of those visitors were exiting on the conversion page — the page where the sign-up was supposed to happen.
For most B2B SaaS teams looking at a 47% exit rate on their conversion page, the next move is to test variants. New headline. New CTA. New layout. Each variant produces small lifts; the underlying exit rate barely moves.
NextMinute ran the diagnostic instead.
The diagnostic
RAMMP ran the Brand Trust Score across the six milestones. The leak was specific.
The Website milestone (milestone 03 / The First Date) was scoring well in most areas — page order was right, social proof was placed correctly, the value proposition was clear. But the journey from the value proposition to the sign-up moment had a specific gap. Visitors arrived at the conversion page with insufficient information to convert — and the page itself didn't bridge that gap.
The Commitment milestone (milestone 04 / The Honeymoon) was compounding the leak. The conversion page assumed the visitor had decided. Half of them hadn't.
The fix
The fix was structural. Not a new page. A smoother journey to the existing page.
The team redesigned the path between the high-intent moments earlier in the journey and the conversion page. By the time visitors arrived at the conversion page, they were arriving informed — having absorbed the proof and the answers to the objections that the old path skipped over.
That's it. No CTA copy change. No form redesign. The conversion page itself stayed the same. The visitors arriving at it were different — better-informed, further along, more ready to say yes.
The outcome
170% reduction in website exits on the conversion page. From 47% to 27%.
Hayden Foster, NextMinute's CEO, put it directly: "Users are more informed to convert."
That's the ADORE Process™ working as intended. The fix wasn't at the page that was leaking. It was upstream — at the part of the journey that was producing visitors who hadn't yet built enough trust to convert.
What this case study demonstrates
A 47% exit rate on a conversion page looks like a conversion-page problem. It almost never is.
Conversion pages don't convert visitors. The journey upstream of the conversion page does. By the time a visitor arrives at the conversion page, the decision has either been built or it hasn't. The page itself can't manufacture trust that wasn't earned earlier.
The Risk Exposure Paragraph (canonical signature) —
If trust is broken in the buying journey, marketing doesn't fix it. It amplifies it. More traffic doesn't solve a trust problem. It makes the loss happen faster.
For NextMinute, the leak was structural — the journey from interest to commitment had a gap. The diagnostic surfaced it. The fix took the team days. The lift held.
How this case study maps to the ADORE Process™
NextMinute's leak was the Website-to-Commitment transition — specifically, the trust-building flow between milestones 03 and 04.
The ADORE Process™ measures milestones individually, but the diagnostic also surfaces transition leaks — places where the buyer's trust is leaking between milestones, not just within them. This is one of those cases.
Read the full method → `/how-rammp-works`
What to do with this
If your conversion page has a high exit rate, don't change the conversion page. Look upstream.
Run the diagnostic. See what the visitor was expected to know before they arrived. Fix the gap.
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