How CBMA Implemented Pathmonk To Increase Qualified Leads By +61%

B2C Education
Qualified Leads

+ 1 %
Website Conversions

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: Poor Lead Generation

Despite having a solid reputation and a high traffic volume to their website, CBMA faced challenges in effectively converting this traffic into qualified leads

The existing tools, like the Facebook chat plugin, were passive and underperforming, failing to engage visitors effectively. 

This was particularly crucial as the academy relied heavily on its website for lead generation, and its small team needed more efficient solutions to manage and convert website visitors.

The Solution: Focus on Personalized Engagement

CBMA implemented Pathmonk Accelerate, which helps businesses turn website visitors into clients through several key features:

  • AI-Powered Personalization: By utilizing artificial intelligence, Pathmonk can personalize the user experience on a website by displaying microexperiences that are tailored to the interests and behaviors of each visitor. 
  • Automated A/B Testing: Pathmonk automatically conducts A/B tests to determine the most effective content and strategies for engaging users. This continuous optimization ensures that the most successful approaches are always in use, maximizing the potential for conversions.
  • Proactive Interaction: Unlike passive tools that wait for user inputs, Pathmonk proactively presents options and information through its microexperiences, effectively reducing visitor hesitation and guiding them towards conversion points, such as signing up or making a purchase.
  • Efficient Lead Qualification: With interactive microexperiences, Pathmonk helps qualify leads more effectively by providing them with the option to book consultations or calls directly through the website. This not only captures interested prospects but also streamlines the process of converting them into customers.


The Results: +61% Qualified Leads

61% Increase in Leads: CBMA experienced a substantial 61% rise in the number of leads generated from their website over the previous two-month average, demonstrating a major improvement in lead conversion effectiveness.

74% Increase in Conversion Rates: The conversion rate from the website traffic increased by 74% compared to the average before Pathmonk was implemented. 

Reduction in Customer Acquisition Cost (CAC): With the higher conversion rate, the amount of money spent on advertising per lead decreased. This reduction in CAC signifies a more cost-effective strategy in acquiring new customers, making the marketing efforts more sustainable.

Key Takeaways

  • Proactive Versus Reactive Tools: The shift from a passive tool (like a traditional chat plugin) to an active, engaging tool (like Pathmonk’s SmartCards) can dramatically change the dynamics of visitor interactions, leading to higher engagement and conversion rates.
  • Optimization Doesn’t Have to Be a Pain: The use of AI to automatically run A/B tests and adapt in real-time based on user interactions is a game-changer. This not only saves time and resources but also continuously optimizes for the best results without constant manual intervention.

Enhanced User Experience without Compromising Speed: Since Pathmonk operates asynchronously, it enhances the user experience without affecting page load times, which is crucial for maintaining SEO rankings and reducing bounce rates. This shows that it’s possible to add sophisticated functionalities without compromising on core web vitals, a critical consideration for any CRO strategy.

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