Event Funnels & SEO-first Event CMS
Redesigned event journeys and shipped an SEO-first Event CMS integrated with CRM & Zoom to improve registrations and reduce ops overhead.
Overview
Fragmented journeys and login loops hurt conversions. I led the product work—reframed the funnel, set success metrics, and delivered an SEO-focused Event CMS to make events self-serve.
Context & Role
Companies: AlmaBetter (funnel/registrations), Miles Education (Event CMS). Role: Lead PM / Program Manager (CTO's Office). Teams: Marketing, CRM, Engineering, Design, Ops.
Problem
Registration friction (Google login loops; multi-step forms). Manual event creation; uneven SEO. Broken attribution between events → CRM.
Objectives
Increase registrations and lead quality. Enable self-serve event creation and promotion. Preserve clean attribution into CRM.
Product Decisions
Prioritised 1-click registration and form simplification over heavy pre-qualification. Standardised SEO templates and promo blocks to scale content quickly. Enforced UTM discipline and event→CRM mapping before adding new channels.
Solution
1-click registration with inline email validation (n8n). Removed Google login loop; simplified forms; conditional fields. Lifecycle journeys (WebEngage) + WABA fallback. Event CMS (Strapi + Next.js): SEO templates; CRM & Zoom integration. Attribution plumbing: UTM-consistent links; event→CRM normalisation.
Architecture
Next.js (web) → Strapi (CMS) → CRM & Zoom APIs · n8n for validation/reminders/tagging · UTM → CRM fields → Metabase.
Metrics & Impact
+90% registrations. Significant revenue impact within a 4-month window. +25% event→qualified-lead conversion. 40+ events/month via CMS.
Evidence
GA4 funnel; CRM opportunity mapping; Metabase cohorts; Zoom attendance logs.
Challenges & Trade-offs
Form length vs qualification; SEO editorial guardrails; syncing across Zoom & CRM.
Lessons
UTM discipline matters as much as UX; self-serve needs templates + validation.