How CBMA grew qualified leads +61% with Pathmonk
A leading professional makeup academy had strong traffic but a passive, underperforming way to capture it. Pathmonk turned visits into qualified leads, lifting leads by 61% and conversion rates by 74%.
Education for professional makeup artists
CBMA (Christine Blundell Makeup Academy) was founded in 2007 by Academy Award-winning hair and makeup designer Christine Blundell. As a leader in professional makeup education, CBMA has dedicated itself to enhancing the expertise of budding artists across the entertainment industry.
The challenge: traffic that would not convert
Despite a solid reputation and a high volume of website traffic, CBMA struggled to convert that traffic into qualified leads. The existing tools, like a Facebook chat plugin, were passive and underperforming, and the small team needed a more efficient way to engage and convert visitors.
- Passive tools. A traditional chat plugin waited for user input and failed to engage visitors effectively
- Website-dependent growth. The academy relied heavily on its website for lead generation
- A small team. Limited resources meant they needed to manage and convert visitors more efficiently
The solution: personalized, proactive engagement
CBMA implemented Pathmonk Accelerate to turn website visitors into clients through personalized, proactive engagement that runs itself.
AI personalization that acts first
Pathmonk shows micro-experiences tailored to each visitor's interests and behavior, proactively presenting the right options instead of waiting for a click, and automatically A/B tests to keep the best-performing approach in play.
ProactiveSelf-optimizingEfficient lead qualification
Interactive micro-experiences let ready visitors book consultations or calls directly from the website, capturing interested prospects and streamlining the path to becoming a customer.
Book a callQualified leadsBecause Pathmonk runs asynchronously, it enhanced the visitor experience without affecting page load times, protecting SEO and bounce rate while adding these capabilities.
The results: +61% qualified leads
CBMA saw a substantial rise in leads and conversions after moving from a passive tool to proactive, personalized engagement.
- +61% more leads, compared with the previous two-month average
- +74% higher conversion rate, from the same website traffic
- Lower customer acquisition cost, as the higher conversion rate reduced the ad spend needed per lead
By engaging visitors proactively rather than waiting for them to act, CBMA converted far more of its existing traffic and did it more cost-effectively.
Key takeaways: what made it work
- Proactive beats reactive. Shifting from a passive chat plugin to an active, engaging tool changed the dynamics of visitor interactions and raised conversion rates
- Optimization does not have to be a pain. AI that runs A/B tests and adapts in real time keeps improving results without constant manual work
- Better experience without losing speed. Because it runs asynchronously, Pathmonk added functionality without slowing the site, protecting SEO and bounce rate
We're extremely pleased with Pathmonk, the entire process has been very straightforward.
Peter AgbabaCEO, CBMA
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